Code of Conduct - Question & Answers

12. Market Research - July 2005
 
Question 1:
We are creating a direct mail program, which will include business reply cards. This program is targeted to physicians with the objective to gather information on their prescribing habits of X and to measure how these habits are changing throughout the duration of our campaign. As compensation for their time we propose to donate $10, in their name, to The X Partnership. Please respond to confirm that our BRC falls under your definition of market research and that the donation falls within section 12.2 of the Rx&D Code.

Response:
This type of program does not fall within the definition of Market research, which states that market research should take the form of an interview.

We would recommend revisiting the format. Please keep in mind that market research should be just that and not a guise for product promotion.