techniques, data and other information considered confidential bytheir owners.
To make available to clients such details on the research methodsand techniques of an assignment as may be reasonably required for proper interpretation of the data, providing this reporting does notviolate the confidence of respondents or clients.7.To promote the trust of the public for marketing and surveyresearch activities and to avoid any procedure, which misrepresentthe activities of a respondent, the rewards of cooperation or theuses of the data.8.To refrain from referring to membership in this organization as proof of competence, since the organization does not so certify any person or organization.9.To encourage the observance of principles of this code among all people engaged in research.
General rights and obligations of the concerned parties
In most research situation three parties are involved: the researcher,the sponsoring client (user), and the respondent (subject). The interaction of each of these parties with one or both of the other two identifies a series of ethical questions. Consciously or unconsciously, each party expects certainrights and feels and certain obligations towards the other parties. Within anysociety there is a set of normatively prescribed exceptions of the behavior (including rights and obligations) associated with the social role, such asresearcher, and another, reciprocal role, such as a respondent. Certain ethical behaviors may be expected only in certain specific situations, while other exceptions may be more generalized. If there are conflicting perspectivesabout behavioral exceptions, ethical problems may arise. For instance,