McCrindle takes legal action over industry body’s investigation into conduct

Mark McCrindle

Mark McCrindle

Research agency McCrindle Research has countered an investigation into its professional standards being carried out by the Australian Market & Social Research Society by serving legal proceedings against the regulatory body itself.

The action follows last year’s investigation by the ABC’s Media Watch into some McCrindle Research’s practices, which suggested Mark McCrindle had on several occasions generated media coverage via research which had smaller sample sizes than claimed.

Shortly after Media Watch was aired, McCrindle issued an apology acknowledging that it had overstated sample sizes and claimed research was representative when it was not.

Mumbrella reported in October that the AMSRS had launched an investigation into McCrindle’s behaviour. But McCrindle has launched legal action against AMSRS, the organisation revealed this week.

According to a statement published yesterday on the AMSRS LinkedIn group page by the organisation’s executive director Elissa Molloy:

“The AMSRS and its President, Peter Harris, have recently been served with proceedings in the NSW Supreme Court by Mark McCrindle and McCrindle Research. The proceedings arise from two complaints made against Mr McCrindle which are the subject of an AMSRS investigation. Through these proceedings, Mr McCrindle and McCrindle Research are seeking, amongst other things, to restrain the AMSRS and its President from further dealing with the complaints until a final determination by the Court.

“The AMSRS and Mr Harris are obtaining legal advice in relation to the proceedings which will be defended. Due to these circumstances, they do not propose to make any further comment until the matter is determined by the court.”

Mark McCrindle is currently still on the list of AMSRS members who also hold current QPMR accreditation, the highest standard of professional conduct in the research industry.

The QPMR (qualified practising market researcher) certification is a voluntary scheme which demonstrates a “commitment to ongoing professional development to maintain your competitive advantage”

The allegations over misstating sample sizes relate to research self-generated by McCrindle, rather than that commissioned by clients. McCrindle did not return Mumbrella’s calls or emails prior to publication.

The case of Mark William McCrindle v Australian Market and Social Research Society Ltd (McCrindle Research Pty Ltd) will be heard at 9 am on the 11th April at Court 9C Queens Square Sydney.

Video uploaded by McCrindle shortly after the Media Watch allegations:


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