A form of systematic error that occurs when panel participants change their behaviour (that is being observed) as a result of being part of the panel.
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The 2019 IA Code of Standards and Ethics for Marketing Research and Data Analytics may be found here.
Our members are the world's leading producers of intelligence, analytics and insights defining the needs, attitudes and behaviors of consumers, organizations and their employees, students and citizens. With that essential understanding, leaders can make intelligent decisions and deploy strategies and tactics to build trust, inspire innovation, realize the full potential of individuals and teams, and successfully create and promote products, services and ideas.