1. ‘Applied Marketing Research:
From Insight to Action’ 5th Edition, TopHat 2020
Professor Steven Litt
@StrategySteven ©2020 Steven Litt . All rights reserved. May not be scanned, copied, duplicated or posted publicly to a website in a whole or in part.
Ready to do Observation Research?
PRACTICAL TIPS
1. Read the latest version (including addendums) of PIPEDA & CASL
2. If you still wish to gather individual data, get explicit consent!
3. If you (dare) gather individualized data, take extra precautions eg turn off
data backups, cloud uploads, etc. Erase ‘raw’ data records!
4. Use a coding system to store individual records, response sets; avoid storing
any cross reference to raw files in the same file/ location.
5. Ensure data is password encrypted, hard copies are kept under lock & key.
Assign a person to delete, date to do so. Cap the # of persons with access.
6. If Observation involves deception, eg Mystery Shopper studies, hire a
specialized professional agency.
7. If ‘renting’ shopper ‘data depth’, the data supplier needs consent to share.
8. Even for a blinded data merge (eg for a model), check no identifiers remain!
NB: Extra risk is posed by auto-backup software, flash drives (that ‘walk’).