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Summary information

Study title

Public Attitudes to Market Research, 1978

Creator

Market Research Society

Study number / PID

1475 (UKDA)

10.5255/UKDA-SN-1475-1 (DOI)

Data access

Restricted

Series

Not available

Abstract

Abstract copyright UK Data Service and data collection copyright owner.


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.

Topics

Consumption and consumer behaviour

Keywords

AGEATTITUDESCONSTITUENCIESCONSUMER GOODSCONSUMPTIONEMPLOYMENTENVIRONMENTAL PLANNINGFIELD WORKFINANCIAL INSTITUTIONSFOODHEADS OF HOUSEHOLDHOUSEWIVES
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Methodology

Data collection period

17/07/1978 - 20/09/1978

Country

Great Britain

Time dimension

Cross-sectional (one-time) study

Analysis unit

Individuals
National
Adults
Consumers

Universe

Adults aged 16 and over living in Great Britain south of the Caledonian Canal, excluding offshore islands other than the Isle of Wight

Sampling procedure

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

Kind of data

Not available

Data collection mode

Face-to-face interview

Access

Publisher

UK Data Service

Publication year

1981

Terms of data access

The Data Collection is available to UK Data Service registered users subject to the End User Licence Agreement.

Commercial use of the data requires approval from the data owner or their nominee. The UK Data Service will contact you.

Related publications

  • Bowen, J. (1978) 'A survey of the general public's attitudes to market research', Journal of the Market Research Society
  • Bowen, J. (1979) Refusals and non-contacts [Research report], .