Particularly in recent times, the market research industry has also focused more attention on the âteethâ 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.
The paper focuses on issues associated with ethical behaviour and research on the internet. The authors note the reasons for increased interest in research on the internet and describe the link between ethical behaviour and research quality, examining the role of codes of conduct. The issues covered include respondent privacy, poor research practice, researcher indulgence and cookies as well as security breaches designed to be destructive (cyber-anarchy) or gain profit (cyber-terrorism/ extortion) or simply to steal research stimuli, data or even research innovations and tools (netspionage). The paper is based on a review of the literature and interviews with research colleagues in the United Kingdom and United States.
This paper describes issues raised in a recent review of the Market Research Society of New Zealand's Code of Practice (based on the ESOMAR Code) with respect to its appropriateness for qualitative research. Qualitative researchers and social scientists in New Zealand have discovered that in some respects the Code has been written specifically for quantitative research and is not appropriate for some qualitative situations. Some specific issues are described, examples are given and appropriate actions are suggested.
A considerable amount of market research is carried out among minors (respondents aged under 18 years) for both commercial and sociological purposes. This is a legitimate and valuable form of research but, as the ICC/ESOMAR International Code of Marketing and Social Research Practice points out, special care and precautions on the part of the researcher are required. For this reason ESOMAR has developed a guideline which establishes the principles to be taken into account in market research among minors. In this concise overview the main principles and elements of the guideline explained.
Quality in marketing and opinion research is difficult to define, as it means different things to different people. To some, it means carrying out research studies in accordance with current best practice, using methodologies which are âstate of the artâ. To others, it means running studies according to certain pre-defined technical standards that have been accepted by the (local) market research community.
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.
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.
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.
The use of tape or video recorders in research is now well-established and widely accepted by informants. Two issues arise under the International Code of Marketing and Social Research Practice:1. What form of permission must be obtained from informants when such equipment is used?2. How far can tape or video recordings be played and/or supplied to people outside the research organization carrying out the research?These two issues are interrelated. The reasons why they are important are that informants' right to withdraw from the interview or to have any or all of the information they have given destroyed, must be protected and no element of deception should be involved in this connection, and there must be no danger of breaching the rules in anonymity.
In meeting the primary objective of this research, to provide further clarification of the nature of public concern about privacy, survey researchers are also reminded that they are to some extent a part of the problem itself, and must constantly operate according to professional procedures which will maintain the level of public cooperation which is imperative to the effective conduct of reliable and useful surveys.