Market Research Society
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

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Data protection notice

Data protection notice

The information you have provided may be shared across Bath and North East Somerset Council for the purpose of dealing with your enquiry. We will not give information about you to anyone else, or use information about you for other purposes, unless your consent has been given or the law allows this.

The use of your personal information is covered by our registration under the Data Protection Act 1998. You can, under this legislation, request a copy of the information we hold about you. If any information we hold about you is incorrect please let us know.

Bath and North East Somerset Council is committed to upholding the principles of the Data Protection Act, and will not process your information in a way incompatible with these principles.

The Council’s Information Compliance Office can be contacted on (01225) 477000 or via email at

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