Debriefing

It is one of the issues in conducting marketing research studies, particularly in the conduct of a disguised study or an experiment in which individuals are involved. In debriefing, the researcher should inform the research subjects what the experiment was about and how the experimental manipulations were performed. They may also be explained the true purpose of the study and the nature of the disguise should be fully explained. In addition, respondents should be given an opportunity to withdraw their information if they wish. Disclosure in this way does not bias the results.