Recording

This refers to the recording of participants' contributions to research in audio and visual media. Audio tape recording is standard in all but exceptional cases in market research, while video recording even outside of viewing facilities is becoming very common. The possibilities opened up by other digital technologies and by ever-smaller and less intrusive equipment are also actively used by commercial researchers - for example by taking photographs of participants, their homes, and even the insides of their cupboards and fridges.

In all cases, the provisions of the relevant codes of conduct and data protection legislation apply. Specifically, respondents must know and consent to being recorded and be given the opportunity to withdraw their consent at any time. Special rules apply to the recording of children and to recording in public places, such as in some forms of observational research.