Research and advertising body is timely
Mar 10, 2005
SIR— I was impressed on learning that market researchers and advertising agents are to form an association to monitor and improve the level of advertising in the country. I congratulate Ms Maggie Ireri, country manager of Steadman Associates, for the well thought out initiative.
SIR— I was impressed on learning that market researchers and advertising agents are to form an association to monitor and improve the level of advertising in the country. I congratulate Ms Maggie Ireri, country manager of Steadman Associates, for the well thought out initiative.
The self-styled method of reporting on market research results, praising certain radio stations and under-estimating others is a dangerous trend that has given misleading signals to the public. It is unethical to influence the results of a market research in order to please a certain firm or company.
As an economist, I know that the sponsoring firm always expects the results to favour them. However, I must hasten to remind them that it is unethical to deliver wrong information to the public.
Research is a structured inquiry that utilises acceptable scientific methodology to solve problems and create knowledge that is generally relevant and applicable. A common umbrella for market researchers will go an extra mile in improving the quality of services in Uganda.
Paul Kato Mukasa,
Manager Erudite
Consultants and Researchers
Kampala
The self-styled method of reporting on market research results, praising certain radio stations and under-estimating others is a dangerous trend that has given misleading signals to the public. It is unethical to influence the results of a market research in order to please a certain firm or company.
As an economist, I know that the sponsoring firm always expects the results to favour them. However, I must hasten to remind them that it is unethical to deliver wrong information to the public.
Research is a structured inquiry that utilises acceptable scientific methodology to solve problems and create knowledge that is generally relevant and applicable. A common umbrella for market researchers will go an extra mile in improving the quality of services in Uganda.
Paul Kato Mukasa,
Manager Erudite
Consultants and Researchers
Kampala