By Ada Scupola
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Extra info for E-Services in Danish Research Libraries: Issues and Challenges at Roskilde University Library
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46 6. The Availability of Market Research Data and its Potential for Use in Empirical Social and Economic Research (Erich Wiegand) Background and current issues The potential of market research for secondary analysis lies mostly in the fields of consumer behavior, consumption patterns, and media usage. The German market research industry is huge – it has an annual turnover of more than two billion euros – and over 90 percent of its research is quantitative. However, samples are often highly specialized (rather than being representative and heterogeneous), telephone interviewing is the most common mode of data collection, and data documentation standards are not as high as academic social scientists would wish.
Second, the issue of a unique researcher identification system is equally important and needs urgent attention. The recent launch of Open Researcher Contributor ID (ORCID) looks particularly promising. The use of a unique researcher ID makes the scientific contributions of each individual researcher who works on a dataset clearly visible. Concluding remarks In Germany, there are several organizations for funding scientific research. Due to this “fragmented” funding environment, some policy-makers, government officials, and senior researchers believe that a more centralized organization would perform better.
It appears that academic data collection has much to learn in this respect from official statistical agencies, which generally adhere to high standards in data collection and documentation. In thinking about data storage and documentation, a distinction should probably be drawn between two types of academic projects: those that are of interest only to a small group of researchers and those that are of wider interest. A mode of self-archiving (self-documentation) should suffice for the former type, although even here minimum satisfactory uniform standards 33 need to be established.