Editor's note: Grace Fuller is president of Fuller Research Services, Inc., a Portsmouth, Va., qualitative research consulting firm, and a member of the Qualitative Research Consultants Association (QRCA) Field Committee. Based in New York City, the Qualitative Research Consultants Association (QRCA) is a not-for-profit professional organization of independent qualitative research consultants in North America.

There is much concern today about the most elusive yet absolutely necessary constituency of the research process - the respondent. Past abuse on the part of some companies, especially non-research companies using the guise of research, have angered many potential respondents who now seek protection from intrusive telephone calls. In efforts to respond to the public's demand for protection of its privacy, Congress is considering several bills that could severely limit or drastically change the way we solicit respondents for both qualitative and quantitative research.

Many consumers are wary about participating in any activity identified as marketing research. The majority of potential respondents are either unwilling or inaccessible. With increasing frequency, telephone recruiters encounter answering machines or consumers who hang up before an explanation of the call can be delivered.

In addition to legitimate respondents' reticence to participate, many qualitative researchers have other concerns regarding respondents' roles in the research process. Qualitative researchers are concerned about inappropriate research respondents, dubbed "cheaters" and "repeaters." These respondents undermine the research process either through dishonesty or ignorance.

Although reforming dishonest respondents is beyond the scope of this article, we hope it will inform and advise respondents who may behave inappropriately simply because they don't know what is expected. When respondents have a better understanding of what a legitimate qualitative research study entails, it is hoped they will be more cooperative and responsible. With this in mind, the following information and guidelines are offered directly to potential qualitative research respondents. These respondent expectations may be used as a guide to everyone in the research industry when interacting with our vital resource - respondents.

Dear Qualitative Research Respondent,

When being solicited and participating in a legitimate marketing research study, you should:

  • Expect telephone recruiters to identify themselves and the recruiting company they represent. If you ask, expect the caller to give you the first and last names of her or his supervisor and manager. Although recruiters may not be able to answer all your questions, such as who is sponsoring the research, all information they do give to you is honest and true. If the caller asks you for money, then it's not legitimate marketing research.
  • Expect not to have your name, address and phone number "sold" to mailing list companies or other firms that would contact you to solicit your business.
  • Expect to be treated as the valuable resource you are, with consideration, respect and dignity. If timing of the initial phone call is not good for you, expect the recruiter to ask you what time would be better.
  • Expect to be asked a few questions to see if you are appropriate for the current study. Expect the recruiter to give you an honest estimate of the time involved to ask the necessary questions. It usually takes only three or four minutes, at most. If you are appropriate for the study, expect to be invited to participate in an individual or group interview scheduled for a certain time. Expect to be offered some type of gift or cash fee for participating as a way of thanking you for your time and trouble. If you cannot attend the scheduled interview or are not appropriate for the current study, but you express a willingness to participate in the future, expect to be called again about other studies.
  • Expect to receive a letter from the research company, confirming the date and time of the interview for which you were recruited, plus a reminder call about 24 hours prior to the interview.
  • Expect to be advised that although a friend or family member may bring or accompany you to the place of the interview, no one can accompany you into the interview room. Adult friends or family members are welcome to wait for you in an adjoining or nearby reception area.
  • Expect to arrive 10 to 15 minutes before the interview is to begin. Because interviews are frequently planned back to back, it is essential to stay on schedule. If you arrive late, realize that if a group interview has begun, it is unlikely that you will be able to participate and, thus, may not receive a participation fee.
  • Expect to be asked for photo identification upon arrival. Research studies are proprietary and confidential so it's important to establish that only those people who are legitimately recruited to participate are present.
  • Be aware that the number of people recruited for group interviews is always more than will be needed. Research companies know from experience that it is rare for everyone who has been invited to show up. On the infrequent occasions when there are more people than can participate, expect some people to be sincerely thanked for taking the time and trouble to come out, but told they will not be able to participate in that research project. If you are one of those dismissed, expect to be given your gift or fee anyway if you arrived on time. It is likely that the research company will call you in the future to see if you qualify for another study.
  • Expect the interview to last about two hours, unless advised otherwise at the time of your invitation. It is very disruptive to the dynamics of a group interview for people to enter late or leave before the group is dismissed. If you do not think you will be able to stay for the entire interview, advise the telephone research recruiter of this before you agree to participate. If you leave early, do not expect to receive your participation fee.
  • Expect to share your opinions and experiences during the interview. Trust the process and save questions, such as the identity of the research sponsor or how the recruiting company got your name, until the end. Expect everyone in a group interview to be encouraged to talk and share equally in the discussion, with no one person dominating.
  • Expect the interview or group proceedings to be taped. This is done to establish a record of what was said for oral or written reports. Expect not to be identified by name in any report.
  • Expect safety and security. Expect no one to do anything that would either harm or embarrass you. You always have the right to leave if you are uncomfortable.
  • Expect no one at the firm sponsoring the research to contact you without the recruiting service or interviewer contacting you first for permission.
  • Expect to enjoy the interview, confident in the knowledge that your opinions and experiences are heard by people interested in satisfying the wants, needs and desires of people like you. Information gained in research interviews ultimately leads to improved quality of goods and services.
  • Expect to participate in qualitative research interviews no more than once or twice a year and no more than three or four times in your life. As interesting and enjoyable as research interviews are, being a consumer research participant is not a hobby or second job. It is important for the research process that participants not be highly experienced in the interview or group discussion procedure.
  • After your research interview, expect some recruiting companies to ask you for recommendations of family members and friends who may enjoy participating in future research.
  • Be aware that there are people who try to cheat the research process and lie to get invited for interviews just for the cash fees. Such behavior robs all of us of accurate information for companies and institutions to base their decisions upon. Therefore, such behavior is discouraged and monitored.

Thank you for participating!