"This guideline describes the ethical responsibilities of researchers, regardless of the type of organisation in which they work, when engaged in primary data collection, that is, when collecting data from or about a data subject for the purpose of research. It includes quantitative and qualitative methods that involve direct questioning of data subjects, but also methods of passive data collection in which the researcher observes, measures or records an individual’s actions or behaviour. In all cases the key distinguishing features of primary data collection are (a) some direct interaction with data subjects (such as to gain consent) and (b) the purpose being research. Methodologies included, but not limited to, are surveys, focus groups, in-depth interviews, ethnographic studies and some forms of observational research, including mystery shopping. Its audience includes anyone conducting research in any setting. This guideline also is meant to provide guidance for those who commission research to ensure that they are fully aware of their responsibilities and to set expectations about what is and is not possible given established ethical and legal requirements." (Introduction, page 4)