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