Abstract:

Pharmaceutical marketing research must always be conducted in full conformity with the principles laid down in the ICC/ESOMAR International Code of Marketing and Social Research Practice (1995). Because of the special characteristics and requirements of pharmaceutical research, however, it is necessary to specify how certain of these principles should be applied in this field of research and also to add a few further principles of conduct. These are set out in the Articles which follow. The requirements of this and the main ICC/ESOMAR Code apply equally to research carried out directly by a department of the pharmaceutical company concerned (using either its own staff or outside interviewers sub-contracted for this purpose) and to research carried out by another organization acting on the company's behalf.