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Self-Regulation in Market Research

Self-Regulation in Market Research. Erich Wiegand Professional Standards Committee. Self-Regulation in Market Research. Characteristics of Market Research (distinct to DM) Eight Principles of Market Research The Aims of Self-Regulation in MR A Short History of Self-Regulation

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Self-Regulation in Market Research

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  1. Self-Regulation inMarket Research Erich Wiegand Professional Standards Committee

  2. Self-Regulation in Market Research • Characteristics of Market Research (distinct to DM) • Eight Principles of Market Research • The Aims of Self-Regulation in MR • A Short History of Self-Regulation • The System of Self-Regulation in MR • The ICC/ESOMAR International Code • The ESOMAR Disciplinary Procedures • Self-Regulation in Online Research

  3. Characteristics of Market Research • Describing and understanding markets • Applying accepted scientific principles • Analysing and reporting on aggregated level • Safeguarding the anonymity of respondents • Information used for research purposes only

  4. Eight Principles of Market Research • 1. Conform to all relevant laws • 2. Behave ethically and preserve reputation of MR • 3. Take special care when interviewing children • 4. Inform respondents adequately about the research • 5. Respect the privacy rights of respondents • 6. Use personal data for research purposes only • 7. Ensure appropriate research quality • 8. Conform to the principles of fair competition

  5. The Aims of Self-Regulation in MR • Maintenance of public confidence in MR • Protection of MR’s value for business and society • Avoidance of external regulations on MR

  6. A Short History of Self-Regulation • 1948 first international code of practice • 1976 joint ICC/ESOMAR International Code • 1995 last revision of the international code • 2000 ESOMAR Disciplinary Procedures • 2005 ISO Standard on Market Research

  7. The System of Self-Regulation in MR • ICC/ESOMAR International Code of Marketing and Social Research Practice • Notes to Interpreting the International Code • ESOMAR Guidelines • ESOMAR Disciplinary Procedures • ISO on Market, Opinion and Social Research

  8. The ICC/ESOMAR International Code • Accordance with scientific principles • Conformity to applicable law • Rights of respondents • Professional responsibilities of researchers • Mutual rights and responsibilities of researchers and clients

  9. The ESOMAR Disciplinary Procedures • Competences and submission of complaints • Professional Standards Committee • Disciplinary Committee • Sanctions

  10. Self-Regulation in Online Research • Co-operation is voluntary • Researcher’s identity must be disclosed • Respondents’ anonymity must be safeguarded • Security of data must be protected • Reliability and validity of findings must be indicated • Special care with interviewing children must be taken • Unsolicited messages must not be sent to refusers

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