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Post Code - Market Research

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Post Code - Market Research

In market research, post codes are often used to ensure that quotas are being met. For instance, a local council may want to speak to an even spread of individuals who live across the numerous boroughs within a county or city. A simple way to ensure that researchers do not speak to to too many individuals from one locality would be take post codes.

Normally, only the first half of a post code would be needed - enough to understand where the respondent lives in general terms. If a more specific post code is given, for instance a full post code, there are implications for data protection.

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