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

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.