Self-Regulation in

Market Research

Erich Wiegand

Professional Standards
Committee
Self-Regulation in Market Research

 Characteristics of Market Research (distinct to DM)

 Eight Principles of Market Research
 The Aims of Self-Regulation in MR
 A Short History of Self-Regulation
 The System of Self-Regulation in MR
 The ICC/ESOMAR International Code
 The ESOMAR Disciplinary Procedures
 Self-Regulation in Online Research
Characteristics of Market Research

 Describing and understanding markets

 Applying accepted scientific principles
 Analysing and reporting on aggregated level
 Safeguarding the anonymity of respondents
 Information used for research purposes only
Eight Principles of Market Research

 1. Conform to all relevant laws

 2. Behave ethically and preserve reputation of MR
 3. Take special care when interviewing children
 4. Inform respondents adequately about the research
 5. Respect the privacy rights of respondents
 6. Use personal data for research purposes only
 7. Ensure appropriate research quality
 8. Conform to the principles of fair competition
The Aims of Self-Regulation in MR

 Maintenance of public confidence in MR

 Protection of MR’s value for business and
society
 Avoidance of external regulations on MR
A Short History of Self-Regulation

 1948 first international code of practice

 1976 joint ICC/ESOMAR International Code
 1995 last revision of the international code
 2000 ESOMAR Disciplinary Procedures
 2005 ISO Standard on Market Research
The System of Self-Regulation in MR

 ICC/ESOMAR International Code of

Marketing and Social Research Practice
 Notes to Interpreting the International Code
 ESOMAR Guidelines
 ESOMAR Disciplinary Procedures
 ISO on Market, Opinion and Social Research
The ICC/ESOMAR International Code

 Accordance with scientific principles

 Conformity to applicable law
 Rights of respondents
 Professional responsibilities of researchers
 Mutual rights and responsibilities of
researchers and clients
The ESOMAR Disciplinary Procedures

 Competences and submission of complaints

 Professional Standards Committee
 Disciplinary Committee
 Sanctions
Self-Regulation in Online Research

 Co-operation is voluntary
 Researcher’s identity must be disclosed
 Respondents’ anonymity must be safeguarded
 Security of data must be protected
 Reliability and validity of findings must be indicated
 Special care with interviewing children must be taken
 Unsolicited messages must not be sent to refusers