Gordon Campbell | Parliament TV | Parliament Today | News Video | Crime | Employers | Housing | Immigration | Legal | Local Govt. | Maori | Welfare | Unions | Youth | Search

 


New Zealand’s market research slam Labour Party

New Zealand’s market research authorities slam the Labour Party’s unacceptable polling behaviour and warn that businesses may end up paying more for their market research as a result. Apologies are demanded.

Background to the MRSNZ and AMRO
The Market Research Society of New Zealand (MRSNZ) is the industry body representing those engaged in professional market and social research.

The Association of Market Research Organisations (AMRO) was formed as an industry group to help promote consistently high industry standards and to help ensure the maintenance of the public's goodwill.

Most market research companies in New Zealand are members of at least one of these organisations, and as members they must adhere to an international Code of Practice covering professional and ethical standards. Those standards intend to ensure that market researchers behave ethically for both their clients and survey respondents.

STATEMENT:

The Market Research Society of New Zealand and The Association of Market Research Organisations have today expressed their extreme concern for the unethical and misleading activities of the New Zealand Labour Party.

The Labour Party’s use of non-operational company’s name deceived those members of the New Zealand public who were contacted for the Labour Party’s interviewing. This practice broke several of the rules that are followed by most market research companies regardless of their country.

President of the Market Research Society of New Zealand (MRSNZ), Horst Feldhaeuser, says that:

“We are dismayed that the Labour Party broke so many rules concerning ethical behaviour, misleading respondents, abusing the trust of respondents and making false statements about the research organisation conducting the research.”

Feldhaeuser also states that:
“The Labour Party’s actions risk increasing the cost of conducting bona fide market research in New Zealand. Commercial businesses and public sector organisations alike invest well over a hundred million dollars each year into market research, and if the public becomes more reluctant to answer surveys because they cannot trust the interviewers who call them up, then costs will increase.”

Colin Yee, Chairman of the Association of Market Research Organisations (AMRO), says that:
“If any of our members were caught acting in the way that the Labour Party has done, then tough professional measures would be taken, quite possibly including expulsion from the organisation, job loss and definitely a hit to one’s business reputation.”

Yee adds that the Labour Party could have easily conducted their research themselves without any of the lies that they chose to make:
“We understand that the Labour Party would not have wished to identify themselves before interviewing people because respondents’ answers could then be skewed, but all they had to do was explain to potential respondents that they were a political party surveying the public, and that their identity would be revealed at the end of the interview to avoid skewing the results. This workaround would have provided the Labour Party with unbiased results without misleading the public.”

The Market Research Society of New Zealand and The Association of Market Research Organisations call upon the Labour Party to:
1. Apologise to the New Zealand public for lying to them;
2. Apologise to the hundreds of market researchers working in New Zealand for bringing their profession into disrepute;
3. Outline their future plans for conducting their polling in an ethical, transparent and honest manner.

Finally, Horst Feldhaeuser has extended an invitation to the Labour Party MP Rick Barker who ran the poll in question:
“Mr Barker is welcome to join the Market Research Society of New Zealand in order to improve his knowledge of market research and ethical polling. We run regular educational events for our members and it would be good to see Mr Barker attending so that he can conduct his future surveys with a greater degree of professionalism”

END

© Scoop Media

 
 
 
 
 
Parliament Headlines | Politics Headlines | Regional Headlines

Patience: Drive Safe

Be patient before passing is the AA's message for drivers this Labour weekend.

"People taking crazy risks to get past other vehicles is one of the most dangerous things on the road,” says AA spokesperson Dylan Thomsen.

“The weather is looking good for the long weekend so the roads will be busy. Unfortunately, that also increases the chances of people getting frustrated and trying a risky passing manoeuvre. When they get past, there will probably be more traffic up ahead anyway so it won’t get people there faster.” More>>

 
 

Parliament Today:

Employment Relations Bill: Govt Strains To Get Tea Break Law Through

The Government has been left with egg on its face - failing to get its much-vaunted, but hugely unpopular, meal break law passed in the first week of its new term, Labour spokesperson on Labour Issues Andrew Little says. More>>

ALSO:

Guns: Police Association Call To Arm Police Full Time

"The new minister gave his view, that Police do not need to be armed, while standing on the forecourt of parliament. The dark irony was that the interview followed immediately after breaking news of a gunman running amok in the Canadian parliament in Ottawa..." More>>

ALSO:

Gordon Campbell: On The Tokenism Of New Zealand's Role Against Islamic State

Our contribution against IS will be to send SAS forces to train the Iraqis? That’s like offering trainers to General Custer just as the 7th cavalry reached the Little Big Horn. More>>

ALSO:

Scoop Business: Shell And Todd Caught Drilling Without Approval

Multi-national oil company Shell’s New Zealand arm and local energy giant Todd Energy have breached the new law governing New Zealand’s Exclusive Economic Zone, the Environmental Protection Authority says in an Oct. 10 document released by the Green Party. More>>

ALSO:

Gordon Campbell: On Pharmac, Gough Whitlam And Sleater-Kinney

We’re not at the outset of these negotiations. The outset was six years ago, and negotiators were hoping to have some sort of ‘framework’ deal finished in time for the APEC meeting in a few weeks’ time. These ‘extreme’ positions are what we’ve reached near the intended end of the negotiations… More>>

ALSO:

PM Of Many Hats: Questions, No Answers On Whale Oil

Dr RUSSEL NORMAN (Co-Leader – Green) to the Prime Minister: How many times since November 2008 has he spoken with blogger Cameron Slater on the phone and how many times, if any, has he texted him?
Rt Hon JOHN KEY (Prime Minister): None in my capacity as Prime Minister. More>>

ALSO:

Aussie Investigation Dropped: Call On Minister McCully To Pursue The Case Of Balibo Five

West Papua Action is deeply concerned at the lack of any clear outcome from the Australian Federal Police inquiry into the 1975 deaths of the ‘Balibo Five’ including NZ journalist Gary Cunningham. More>>

ALSO:

'Feed The Kids' Bill: Metiria Turei To Lead Fight On Feeding Hungry Children

Green Party Co-leader Metiria Turei is urging all political parties to support the Feed the Kids Bill which she inherited today from Mana leader Hone Harawira. More>>

ALSO:

Parliament Today: State Opening Of Parliament

The House sat at 10.30am on Tuesday before MPs were summoned to hear the Speech from the Throne in the Legislative Council Chamber. More>>

ALSO:

Get More From Scoop

 

LATEST HEADLINES

 
 
 
 
 
 
 
 
Politics
Search Scoop  
 
 
Powered by Vodafone
NZ independent news