Public Attitudes to Market Research, 1978

UKDA study number:1475

Principal Investigator

Market Research Society

Data Collector

MIL Research Limited

Distributed by

UK Data Archive, University of Essex, Colchester.

January 1981

Bibliographic Citation

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Market Research Society, Public Attitudes to Market Research, 1978 [computer file]. Colchester, Essex: UK Data Archive [distributor], January 1981. SN: 1475, http://dx.doi.org/10.5255/UKDA-SN-1475-1

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1475 . Public Attitudes to Market Research, 1978

Depositor:

Farbridge, V. , Market Research Society

Principal Investigator:

Market Research Society

Data Collector:

MIL Research Limited

Abstract:

The purpose of this survey was to measure awareness of, experience of and attitudes to market research.

Main Topics:

Variables
Main areas covered are:
1. Previous experience of being interviewed.
2. What market research is believed to be and who does it.
3. Opinion of its benefits, utility, confidentiality, and public cooperation.
4. Attitudes towards political opinion polls and referenda.
5. Attitudes towards different types of interviewing methods.

Coverage:

Dates of Fieldwork: 17 July 1978 - 20 September 1978
Country: Great Britain
Spatial Units: No information recorded
Observation Units: Individuals

Universe Sampled:

Location of Units of Observation: National
Population: Adults aged 16 and over living in Great Britain south of the Caledonian Canal, excluding offshore islands other than the Isle of Wight

Methodology:

Time Dimensions: Cross-sectional (one-time) study
Sampling Procedures: One-stage stratified or systematic random sample
stage 1: 50 parliamentary constituencies-P.P.S. after stratification by R.G.'s Standard Regions, area type and socio-economic indicators.
stage 2: 1 ward per constituency - P.P.S.
stage 3: electors - systematic random. Marchant-Blyth to select non-electors
Number of Units: 1400 (target) 876 (obtained)
Method of Data Collection: Face-to-face interview

Language(s) of Written Materials:

Study Description: English
Study Documentation: English

Access:

Access Conditions: The depositor has specified that registration is required and standard conditions of use apply. The depositor may be informed about usage. See terms and conditions for further information.
Availability: ESDS Access and Preservation, UK Data Archive
Contact: Help desk: help@esds.ac.uk

Date of First Release:

1 January 1981

File last updated:

24 April 2012