Overview of Code of Conduct

The Code of Conduct is largely built around the principles of the Data Protection Act.  This is a voluntary code that guides the practices of the market research industry; it also incorporates the principles of the ESOMAR Code of Marketing and Social Research Practice.

The underlying principles are as follows:

• Research is founded on the willing co-operation of the public and business organisations
• Research should be conducted honestly, objectively and without unwelcome intrusion or harm to respondents
• The rights of the respondents are paramount
• Research design should ensure the quality and reliability of information

Further to this:

• Respondents co-operation is entirely voluntary at all stages and they should not be misled for co-operation
• Respondents must be given the opportunity to withdraw at any stage and do not have to answer all questions
• Researchers should note that respondent sensitivity to a topic may influence their responses and lead to response bias
• Respondents must be told if an interview is being recorded, observed or monitored by the Council
• Respondents must be able to check the identity and bona fide credentials of the researcher
• Assurances as to length of the interview must be honoured