!MACRO -- Survey: Introduction

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Online Capabilities

Introduction

The rapid growth of the Internet has opened dramatic new opportunities for collecting and disseminating research information worldwide. At the same time it raises a number of ethical and technical issues which must be addressed if the medium is to be used effectively and responsibly for marketing and opinion research purposes.

Respondents' cooperation is voluntary
Respondents' rights to anonymity must be safeguarded
The researcher's identity must be disclosed
Data security - Researchers should be prepared to offer respondents adequate security in transmission of sensitive data. Researchers must also reasonably ensure that any confidential information provided to them be clients or others is protected against unauthorised access.

For a complete overview of Internet based research guidelines visit the ESOMAR homepage.

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