Hello all,
I hope to shed some light as well as some background on the marketing research business. I'm a professional marketing research consultant (and DVC owner) and have been for many years.
I work with a number of large national companies to help them collect information and get feedback from their customers or potential customers. The situation being described is not unusual for a company to use. As Jessica noted earlier, DVC may contract with an independent research company to help them get information that will be useful to them in making key decisions about their properties. DVC gives the independent company names and phone numbers of DVC owners (the sample) to contact. The independent company will then ask for participation in a study and collect email addresses for the purpose of doing the actual survey.
Oftentimes the study is to test new product ideas or measure customer satisfaction. Companies use this information to make lots of big decisions about marketing, advertising, new product development, etc. When done legitimately, it's a great way to get customers involved. Unfortunately, the annoying sales calls (positioned as research) have given real research a bad name. Those of us in the business work hard to maintain the ethical standards set forth by the industry (which includes not divulging individual names or results to our clients but reporting information in total).
While I have no knowledge of this particular study or research company, I just wanted to set the record straight on legitimate research. As with any personal information, I would be careful to not divulge confidential info to anyone I don't know. You can always ask to contact the research company directly (get the name and phone number) to verify the validity of the survey before you participate. Legitimate companies will have no problem providing this information to you.
I hope this helps! Our family has been fortunate to be involved in a couple of different focus group sessions while visiting WDW in the past. It's always been fun and informative and we get paid well for our time.