The Association for Qualitative Research
The Hub of Qualitative Excellence


The idea that, apart from where necessary in order to conduct the research or where legally required, all details of the client's business should be kept private by the researcher and not disclosed to any third party. This is an important component of the professional codes of conduct within which most market research is conducted.

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This glossary is compiled and maintained by the Association for Qualitative Research, the foremost authority on qualitative practice, training and innovation, and the global hub of qualitative thinking. If you are a qualitative research consultant or a business offering qualitative research services, please consider joining the AQR and supporting the organisation.

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