New Guidelines Highlight Research Pitfalls for Local Authorities

Date: 14 March 2005

The Market Research Society (MRS) and the Local Authorities Research Intelligence Association (LARIA) are launching new guidance to tackle growing concerns about how surveys are being used during public consultation exercises.

The guidance, Using Surveys for Consultations, is intended as a source of advice for local authority staff who use survey techniques to seek the views of the public on issues of local concern, such as the provision of new services or planning proposals.

Covering subjects from data protection and respondents’ rights to ‘hints and tips’ for writing a clear and fair survey, the guidelines are structured to help local authority staff use research techniques more effectively.

Rowland Lloyd, MRS Council Member and Chairman of the MRS Professional Standards Committee (PSC), explains: “Survey techniques can be a useful tool in helping local authorities decide how best to spend taxpayers’ money – consulting the public on crucial issues such as where to build a new shopping centre, whether public transport can be improved and what the key drivers are for bringing people to an area. Over recent years the MRS PSC has noticed an increase in concerns from the public about the way surveys are used in consultation exercises.

“We have worked closely with LARIA to identify why such projects are not being conducted as they should be. Our study has found that in the majority of cases it simply comes down to people not knowing what their legal and ethical responsibilities are when conducting research. It’s quite a complex science – and one where some simple guidance was clearly needed.”

David Karfoot, Head of Research and Communications at Hampshire County Council and LARIA Chairman, continues: “There are some real pitfalls when it comes to using surveys in consultation exercises – which is why we always recommend local authority staff consult a research expert for advice. The new guidance shows them how to do this – but also runs through the steps of designing and conducting a survey and analysing results, so that they can be sure of conducting a study that will be fair, clear and give useful results. This way, when a local authority wants to justify the public need for a new bypass or increased policing, they have strong enough facts and figures to do the job.”

The guidance, Using Surveys for Consultations, can be obtained from the MRS website at http://www.mrs.org.uk/standards/opinion.htm

Notes for editors

About The MRS
The MRS is the world’s largest international membership organisation for professional researchers and others involved or interested in market, social or opinion research. It has over 8,000 members who are individual researchers within agencies, independent consultancies, client-side organisations and the academic community. All MRS members agree to comply with the MRS Code of Conduct, which is supported by a Codeline advisory service and a series of best practice guidelines. For more details on The MRS and its activities, please visit www.mrs.org.uk

About LARIA
The Local Authorities Research and Intelligence Association was established in 1974 to promote the role and practice of research within the field of local government and to provide a supportive network for those conducting or commissioning research. LARIA has a total membership of 1,000. For more information see www.laria.gov.uk

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