The Association for Qualitative Research
The Hub of Qualitative Thinking

Sugging and frugging

Sugging (selling under the guise of market research) and frugging (fund-raising under the guise of market research) occur when organisations building databases, or generating sales leads, claim to be conducting market research.

In genuine market research, individual respondents are guaranteed anonymity and no direct contact for sales or other purposes is possible between client and respondents.

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