Research Ethics PT.2

• Brand Analysis: store visits, observations
• Essay: Image analysis
• Consumer profiling: Interviewing, surveys, observations
• S Report: Interviews, surveys, visits etc.

Primary research with people

• Data collection
• Data storage
• Use of data
• Disposal of data

You must gain ethical approval before undertaking primary research.

Ensure: safety, fairness, honesty, respect, security, professionalism.

Best practice:

Request permission from store manager or assistant to undertake your research.

Data collection:

Informed consent from the participant.

Get a consent form, and participant information sheet. 

Give option to withdraw from participating.

Sign the consent form.

Vulnerable groups: Be careful and considerate

• Under 18
• People with learning or communication difficulties
• Mental health issues
• Hospital patients
• Under care of social services
• People in custody
• Refugees and social minority groups
• Individuals engaged in illegal activities

Sensitive issues: Be mindful

• Ethnicity
• Sexuality
• Nudity and body
• Political asylum
• Personal violence
• Physical health
• Abuse
• Criminal activities
• Conflict
• Religion and spiritual beliefs
• Mental health

Put yourself in their shoes.

Personal data: Must be held securely.

• Age
• Race
• Gender
• Religion
• Sexual orientation

Only collect data that is relevant to your research.

Data Storage:

• Participant data should be confidential, only you can see it.
• Surveys, interviews (record).
• Electronic files, university drive. 

Applying your data:

• Quantitative data: statistics, percentages, or infographics
• Direct quotations
• Participant comments
• Trends or themes

Your data research should fully anonymised in your work.

Data disposal:

• Data should be disposed of securely
• digital files deleted
• hardcopy docs shredded

To gain approval, you need to complete the ethics checklist and prepare the following documents: Participant information sheet, consent form, interview and/or survey questions.

Qualtrics:  to conduct online surveys.

Hi, I am a student conducting online questionnaires as part of my level 4 modules. Please may I have a Qualtrics account set up. My details are (name, ID, course).

Go to IT service desk.