The generation of understanding & knowledge of a market place and its behaviour – by obtaining information (data) from specific samples of consumers/ businesses and extrapolating results to their population as a whole.
Professional Market Research Code of Conduct
We must obtain informed consent from respondents, willingly given, to collect and use their data, ensuring they clearly understand why we’re collecting the data and how it will be used.
We must observe the rights of respondents, including confidentiality, anonymity, and the right to withdraw at any stage.
We must keep Market Research separate from any form of promotion.
We must never use Market Research as a vehicle for disguised promotion.
We must forward any adverse events raised during a study to fulfil our responsibility to e.g. drug safety – without compromising respondents’ rights to anonymity and confidentiality.
We must behave ethically.
We must ensure data collection is adequate, relevant and not excessive.
We must treat respondents with respect. We must make sure they’re never harmed or disadvantaged in any way.
We must ensure that data is processed fairly and legitimately – and only used for the specific, original purpose.
We must conduct our research accurately, transparently and objectively.
We must take reasonable steps to prevent personal data being accidentally lost, destroyed or damaged.
We must not
We must not undermine or damage the reputation of Market Research
We must not process data unlawfully or without permission, or allow anyone else to do so
We must not keep data longer than needed to fulfill the purpose of any study.
We must not transfer data until it has been adequately protected.
We must not individually identify an individual, even by default or exception, unless they have specifically provided permission in advance that we may do so
The Professional Marketing/Market Research Bodies we belong to