Canadian Pollster Censured by MR Association

Canadian professional body the Marketing Research and Intelligence Association (MRIA) has censured pollster Campaign Research for what it calls 'a blatant contravention' of the Professional Responsibility provisions of the MRIA code of conduct.

Working on a project for the country's Conservative Party, the firm's phone staff made calls to constituents of a Liberal MP and identified themselves as employees of its telemarketing wing Campaign Support. They then followed a script drafted by company principal Nick Kouvalis which read: 'Some people are suggesting that the current MP MAY retire, so we're calling on behalf of Prime Minister Stephen Harper and the Conservative Party of Canada to ask you if you would consider supporting the Conservative Party of Canada if there is a byelection.'

The MRIA acknowledged that given the separate company identity, the calls could be said not to be market research, but noted that when complaints were received and questions asked by MPs, Kouvalis had made use of Campaign Research's MRIA membership and Gold Seal certification to support the firm's claim to have done nothing wrong - this led to a loss of public confidence in the research industry.

The censure sanction leaves Campaign Research's MRIA membership and Gold Seal intact, and the firm's lawyer Aaron Wudrick says it accepts the association's conclusions, remains a proud Gold Seal Member and will continue to strive to uphold 'the highest ethical and professional standards.'

Web site: www.campaignresearch.ca .