Agnes Nairn - Festival of NewMR - 2010
34
Agnes Nairn, EM Lyon Business School, France Part 2: Session 3, Convenor Sue York, Chair Ray Poynter, schedule = 1:24pm to 1:48pm (GMT/London) “Oi! You took that without asking! Ethics For New MR Dr Agnes Nairn www.agnesnairn.co.uk
-
Upload
ray-poynter -
Category
Marketing
-
view
87 -
download
0
Transcript of Agnes Nairn - Festival of NewMR - 2010
Agnes Nairn, EM Lyon Business School, France Part 2: Session 3, Convenor Sue York, Chair Ray Poynter, schedule = 1:24pm to 1:48pm (GMT/London)
“Oi! You took that without asking!
Ethics For
New MR
Dr Agnes Nairn www.agnesnairn.co.uk
Agnes Nairn, EM Lyon Business School, France Part 2: Session 3, Convenor Sue York, Chair Ray Poynter, schedule = 1:24pm to 1:48pm (GMT/London)
“Research is founded upon the willing co-operation of the public and of business
organisations.”
Agnes Nairn, EM Lyon Business School, France Part 2: Session 3, Convenor Sue York, Chair Ray Poynter, schedule = 1:24pm to 1:48pm (GMT/London)
“It relies on the confidence of those involved that it is conducted honestly, objectively, without unwelcome intrusion and without
harm to respondents.”
Agnes Nairn, EM Lyon Business School, France Part 2: Session 3, Convenor Sue York, Chair Ray Poynter, schedule = 1:24pm to 1:48pm (GMT/London)
"There is no trust more sacred than the one the world holds with children.”
Kofi Annan
Agnes Nairn, EM Lyon Business School, France Part 2: Session 3, Convenor Sue York, Chair Ray Poynter, schedule = 1:24pm to 1:48pm (GMT/London)
Trust in MR
Eurobarometer
Agnes Nairn, EM Lyon Business School, France Part 2: Session 3, Convenor Sue York, Chair Ray Poynter, schedule = 1:24pm to 1:48pm (GMT/London)
Agnes Nairn, EM Lyon Business School, France Part 2: Session 3, Convenor Sue York, Chair Ray Poynter, schedule = 1:24pm to 1:48pm (GMT/London)
Voluntary Informed Consent
No one forced me to take part in this research!
I understand what the
research is all about
I can refuse to take part in this research if I
want
Agnes Nairn, EM Lyon Business School, France Part 2: Session 3, Convenor Sue York, Chair Ray Poynter, schedule = 1:24pm to 1:48pm (GMT/London)
“The right to be let alone” Warren and Brandeis, Harvard Law Review, 1890s
Privacy
Agnes Nairn, EM Lyon Business School, France Part 2: Session 3, Convenor Sue York, Chair Ray Poynter, schedule = 1:24pm to 1:48pm (GMT/London)
“You have zero privacy – get over it!” Scott McNealy, Chief Executive, Sun Microsystems, 1990s
Surveillance Society
Agnes Nairn, EM Lyon Business School, France Part 2: Session 3, Convenor Sue York, Chair Ray Poynter, schedule = 1:24pm to 1:48pm (GMT/London)
“Cyberspace makes it possible for the researcher to be truly invisible to those s/he is observing; it is possible to merely
“lurk” at the sites of interest, without announcing one’s presence.”
Agnes Nairn, EM Lyon Business School, France Part 2: Session 3, Convenor Sue York, Chair Ray Poynter, schedule = 1:24pm to 1:48pm (GMT/London)
“It is not acceptable for a researcher to pose as a non-researcher, to lurk in walled gardens, or to passively collect data
without prior consent.”
Agnes Nairn, EM Lyon Business School, France Part 2: Session 3, Convenor Sue York, Chair Ray Poynter, schedule = 1:24pm to 1:48pm (GMT/London)
“Since blogs are technically ‘published’ material issues of researchers
encroaching upon bloggers’ privacy are less pertinent here than they might be in,
for example, chat rooms.”
Agnes Nairn, EM Lyon Business School, France Part 2: Session 3, Convenor Sue York, Chair Ray Poynter, schedule = 1:24pm to 1:48pm (GMT/London)
“I had a blog a couple of years ago and want to delete it – but I can’t, and I had really
personal details on it!” (girl, 16, Yorkshire)
Teen View
Agnes Nairn, EM Lyon Business School, France Part 2: Session 3, Convenor Sue York, Chair Ray Poynter, schedule = 1:24pm to 1:48pm (GMT/London)
“Really annoying, a search on Google brings up stuff I put online when I was really
young and I can’t get rid of it.” (boy, 16, SE England)
Teen View
Agnes Nairn, EM Lyon Business School, France Part 2: Session 3, Convenor Sue York, Chair Ray Poynter, schedule = 1:24pm to 1:48pm (GMT/London)
“Initial thoughts - who cares?
Subsequent thoughts - OMG!”
(girl, 14, Scotland)
Teen View
Agnes Nairn, EM Lyon Business School, France Part 2: Session 3, Convenor Sue York, Chair Ray Poynter, schedule = 1:24pm to 1:48pm (GMT/London)
“If you are not being sold to, you are the one being sold.”
Agnes Nairn, EM Lyon Business School, France Part 2: Session 3, Convenor Sue York, Chair Ray Poynter, schedule = 1:24pm to 1:48pm (GMT/London)
Protecting Kids
Agnes Nairn, EM Lyon Business School, France Part 2: Session 3, Convenor Sue York, Chair Ray Poynter, schedule = 1:24pm to 1:48pm (GMT/London)
Online Age
“On all of my addresses, I’m 20. Games, Bebo. If you want to go on a website you
lie about your age.” (girl, age 13)
“If they give you more for being 18 or over, then I put myself down as over 18.”
(boy, age 14)
Agnes Nairn, EM Lyon Business School, France Part 2: Session 3, Convenor Sue York, Chair Ray Poynter, schedule = 1:24pm to 1:48pm (GMT/London)
Agnes Nairn, EM Lyon Business School, France Part 2: Session 3, Convenor Sue York, Chair Ray Poynter, schedule = 1:24pm to 1:48pm (GMT/London)
Parents must agree to under 16s taking part in research
Agnes Nairn, EM Lyon Business School, France Part 2: Session 3, Convenor Sue York, Chair Ray Poynter, schedule = 1:24pm to 1:48pm (GMT/London)
Agnes Nairn, EM Lyon Business School, France Part 2: Session 3, Convenor Sue York, Chair Ray Poynter, schedule = 1:24pm to 1:48pm (GMT/London)
• 69% of 9-17 year olds resent parents monitoring
• 63% of 12-19 yr olds hide online activities from parents
Agnes Nairn, EM Lyon Business School, France Part 2: Session 3, Convenor Sue York, Chair Ray Poynter, schedule = 1:24pm to 1:48pm (GMT/London)
Agnes Nairn, EM Lyon Business School, France Part 2: Session 3, Convenor Sue York, Chair Ray Poynter, schedule = 1:24pm to 1:48pm (GMT/London)
Child has to give informed consent too
Agnes Nairn, EM Lyon Business School, France Part 2: Session 3, Convenor Sue York, Chair Ray Poynter, schedule = 1:24pm to 1:48pm (GMT/London)
“Research purpose is not to create sales or influence the opinions of anyone
participating”.
Agnes Nairn, EM Lyon Business School, France Part 2: Session 3, Convenor Sue York, Chair Ray Poynter, schedule = 1:24pm to 1:48pm (GMT/London)
Agnes Nairn, EM Lyon Business School, France Part 2: Session 3, Convenor Sue York, Chair Ray Poynter, schedule = 1:24pm to 1:48pm (GMT/London)
Being Honest About Online Response
Agnes Nairn, EM Lyon Business School, France Part 2: Session 3, Convenor Sue York, Chair Ray Poynter, schedule = 1:24pm to 1:48pm (GMT/London)
“Two surveys a week apart by the same online supplier yielded different recommendations … I never thought I was trading data quality for cost savings.”
Kim Dedeker
Agnes Nairn, EM Lyon Business School, France Part 2: Session 3, Convenor Sue York, Chair Ray Poynter, schedule = 1:24pm to 1:48pm (GMT/London)
Online Panelists
• More pessimistic • Less deferential to authority • Less healthy • Heavier media users
• Professional respondents?
Agnes Nairn, EM Lyon Business School, France Part 2: Session 3, Convenor Sue York, Chair Ray Poynter, schedule = 1:24pm to 1:48pm (GMT/London)
Social Exclusion
Agnes Nairn, EM Lyon Business School, France Part 2: Session 3, Convenor Sue York, Chair Ray Poynter, schedule = 1:24pm to 1:48pm (GMT/London)
Agnes Nairn, EM Lyon Business School, France Part 2: Session 3, Convenor Sue York, Chair Ray Poynter, schedule = 1:24pm to 1:48pm (GMT/London)
Agnes Nairn, EM Lyon Business School, France Part 2: Session 3, Convenor Sue York, Chair Ray Poynter, schedule = 1:24pm to 1:48pm (GMT/London)
“Oi! You took that without asking!
Ethics For
New MR
Dr Agnes Nairn www.agnesnairn.co.uk
Agnes Nairn, EM Lyon Business School, France Part 2: Session 3, Convenor Sue York, Chair Ray Poynter, schedule = 1:24pm to 1:48pm (GMT/London)
Q & A
Agnes Nairn and Ray Poynter
