Abstract:

Particularly in recent times, the market research industry has also focused more attention on the ‘teeth’ of self-regulation: control and compliance. ESOMAR has invested a considerable amount of energy in developing an approach on the international level. But interesting models have also been developed on the national level. In addition to the Market Research Society in the uk, the Rat der Deutschen Markt- und Sozialforschung (Council for German Market and Social Research) has developed its own took-kit for self regulation. The complaints procedure provides for a range of measures and sanctions. Leaders in the market research industry have repeatedly pointed out that the international harmonisation of ways of working is a priority. It is encouraging to note that a pilot project is now also being initiated with leading associations in the various continents to work together to develop national compliance processes that are based on the German model.