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Industry magazine survey not so ?independent?

Staff Reporter 3 minute read

Key Media, the publisher of two titles included in what was touted as an ‘Independent’ Mortgage Industry Magazine Survey 2008, has turned out to have commissioned the report.

Findings of what was claimed to be an independent survey, conducted by Customer Satisfaction Australia, were emailed to advertisers in September by a Key Media sales representative.

However, due to the representative’s neglect to disclose that the survey had been conducted on Key Media’s request, many industry stakeholders were led to believe that this was a truly independent survey.

Customer Satisfaction Australia’s Graham Reibelt told Mortgage Business that he "can confirm Customer Satisfaction.com.au was instructed by Key Media in September 2008 to conduct the 2008 Mortgage Industry Magazine Survey”.

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He said that Key Media did not “seek to influence” the outcome of the results of the survey however he said that “in all cases, every person spoken to regarding the survey was told that the survey was being conducted for Key Media”.

Adding further to the confusion was the Key Media representative’s declaration that 950 brokers had been surveyed; however a contact close to the source informed Mortgage Business that the number of respondents to the survey was only 200.

A complaint has been lodged by Mortgage Business with the ACCC.

Published: 26-09-08

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