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Just saying no to surveys.

According to a report in the August 1993 issue of American Demographics, the market research industry is in trouble. Noting that for years industry leaders have done little about the threats they face, the publication points out that market researchers are now organizing to fight back. Their main threats are legislative bombs manufactured from the public's disgruntlement with telemarketing.

Here's a piece of the American Demographics report:

"Many people don't distinguish between telephone surveys and unwelcome telemarketing calls. Two thirds of Americans consider surveys and telemarketing the same thing or 'don't know' if they are different, according to a 1991 survey by the Fairfax Research Group of Ontario, California. In many cases, the two things really are identical. 'Sugging and frugging,' the industry's term for selling or fund-raising under the guise of a survey, blurs the line between research and selling.

"It's clear that consumers are annoyed by unsolicited phone calls and concerned about their privacy. That's why twice as many Americans today are refusing to participate in some surveys, compared with 10 years ago, according to a survey by Walker Research & Analysis in Indianapolis, Indiana. As response rates go down, survey costs go up, and it becomes more difficult for researchers to obtain a representative sample."
COPYRIGHT 1993 American Society of Association Executives
No portion of this article can be reproduced without the express written permission from the copyright holder.
Copyright 1993, Gale Group. All rights reserved. Gale Group is a Thomson Corporation Company.

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Title Annotation:News & Know-How; more Americans refuse to answer surveys
Publication:Association Management
Date:Oct 1, 1993
Previous Article:Audit watch.
Next Article:Talking with telecommunications vendors.

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