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CONTENTS | 1

NOTES ON HOW TO APPLY THE ICC/ESOMAR INTERNATIONAL CODE ON MARKET AND SOCIAL RESEARCH

World Research Codes and Guidelines 2 | WORLD RESEARCH CODES AND GUIDELINES CONTENTS | 1

All ESOMAR world research codes and NOTES ON HOW TO APPLY THE ICC/ESOMAR guidelines, including latest updates, are INTERNATIONAL CODE ON MARKET AND available online at www..org SOCIAL RESEARCH

CONTENTS

Introduction 2

Scope of the code 2

Terminology 3

Definitions 3

Specific notes 3

© 2013 ESOMAR.

This publication may be copied, distributed and transmitted under the condition that attribution is made by including the notice “© 2013 ESOMAR. Latest versions of all ESOMAR codes and guidelines are available at www.esomar.org/guidelines”. ESOMAR codes and guidelines are drafted in English and the English texts are the definitive versions. 2 | WORLD RESEARCH CODES AND GUIDELINES NOTES ON HOW TO APPLY THE ICC/ESOMAR INTERNATIONAL CODE ON MARKET AND SOCIAL RESEARCH | 3

NOTES ON HOW TO APPLY THE ICC/ESOMAR INTERNATIONAL CODE ON MARKET AND SOCIAL RESEARCH

INTRODUCTION SCOPE OF THE CODE TERMINOLOGY other than the research purpose for which it was collected. These Notes are designed by ESOMAR In addition to these Notes, ESOMAR has Throughout the Code the word ‘shall’ is to help users of the ICC/ESOMAR issued guidelines on specific aspects used in order to maintain compatibility with It is essential that when respondents International Code on Market and Social of market, social and opinion research other ICC Codes and ISO terminology. are being invited to take part in to interpret and apply it in including: ESOMAR intends that ‘shall’ will have the research that the purpose is made practice. Any further questions about the same meaning as ‘must’ and that this is absolutely clear to them at the outset Code, for example on how to apply it in a • Mutual Rights and Responsibilities of how it will be interpreted by ESOMAR’s and if the organisation collecting the data specific situation, should be addressed to Researchers and Clients Professional Standards Committee and carries out activities other than market ESOMAR or the ICC, as appropriate. • How to Commission Research Disciplinary Procedures. research, that there is no possibility of • Conducting Research Using the the respondent being confused about The Notes will be reviewed periodically to Internet whether they are taking part in market take account of changing circumstances • Customer Satisfaction Studies DEFINITIONS research or an which has or important new issues. When neces- • Data Protection and Management another purpose. More information on sary, further editions will be published by • Distinguishing Market Research from There is one area of potential overlap in how to do this is provided in the notes ESOMAR after consultation with the ICC Other Activities the definitions which needs to be carefully on Article 1d below. and with other relevant bodies. • Interviewing Children and Young considered by users of the Code. It is pos- People sible for an individual to be both a “client” The ICC has also published other Codes of • Mystery Shopping Studies and a “researcher” – when a researcher SPECIFIC NOTES Practice which cover a variety of marketing • Passive Data Collection, Observation employed by an organization that is a issues not addressed in the ICC/ESOMAR and Recording user of research subcontracts part of Article 1 – Basic principles International Code. In particular, the • The ESOMAR/WAPOR Guide on Opinion the research project to a researcher (a) “Market research shall be legal, honest, Consolidated ICC Code of Advertising and Polls and Published Surveys outside of the organization. In this case, truthful and objective and carried out in Marketing Communication Practice deals the researcher on the client side is still accordance with appropriate scientific with the different requirements which These are available on the ESOMAR considered a researcher under the Code. principles”. This Article requires, among apply to those separate fields of activity. website: www.esomar.org It is then essential that the Code is not other things, that researchers must always breached by inadvertently using data, or conform to the requirements of interna- allowing data to be used, for a purpose tional and national legislation. Whenever 4 | WORLD RESEARCH CODES AND GUIDELINES NOTES ON HOW TO APPLY THE ICC/ESOMAR INTERNATIONAL CODE ON MARKET AND SOCIAL RESEARCH | 5

national or international law or local profes- professional way when conducting their paign, sales or promotional approaches data for non-research purposes (such as sional rules impose obligations in any given business and observe the principles of fair to individual respondents, staff incentive those listed above) or which combines both country which are more strict than those competition. The Guideline on the Mutual schemes, job performance evaluation; a market research purpose and a non- already imposed by the ICC/ESOMAR Rights and Responsibilities of Researchers • Projects which have a joint purpose research purpose must not be represented Code, researchers must comply with these and Clients provides helpful advice on ways (e.g. combine market research with as market research. stricter obligations. Further information in which this can be achieved in practice. follow-up promotional activities with can be obtained from national associations respondents, etc.); If the research data are being collected listed on the ESOMAR website. (d) The kinds of activity which must not • Industrial, commercial or any other by an organisation whose primary activ- be misrepresented as market research form of espionage. ity is market research, the identity of (b) This Article requires users of the Code include: the organisation collecting the data will not to act in a way which could bring Certain of these activities – in particular, normally be the name of the research discredit on the profession or lead to a • Enquiries which have the primary the collection of information for databases agency and the purpose will be market loss of public confidence in it. There are objective to obtain personally identifiable1 for subsequent use in direct marketing and (or , or opinion) research. To obviously a number of possible actions information about private individuals similar operations – are legitimate activi- ensure the public is not confused when which could lead to a failure to meet the whether for legal, political, private, super- ties in their own right. Researchers (e.g. data is being collected by an organisation requirements of this Article. One issue visory (e.g., job performance) or other those working within a client company) which is involved in both research and which arises from time to time is the purposes; may be involved with such activities either non-research activities, for example a systematic failure to pay interviewers, • The acquisition of information for directly or indirectly. In such cases it is manufacturing company or advertising sub-contractors or respondents money use for credit-rating of the respondent, essential that a very clear distinction be agency: which is legitimately owed to them. This one-to-one targeting, debt collection, or made between such activities and market Article makes that behaviour a clear fund-raising from the respondent; research. The definition of market research • the company’s privacy policy and breach of the Code. • The compilation, updating or enhance- in the Code stipulates “The identity of promotional literature must differentiate ment of lists, registers or databases respondents will not be revealed to the user the different services that are being (c) Maintaining the confidence of the for non-research purposes (e.g. direct of the information without explicit offered and separate market research general public and users of market marketing); and no sales approach will be made to them from other activities; research is one of the central objectives of • Projects where identifiable responses as a direct result of their having provided • it must be easy for respondents and this Code. This article requires that users are used for a purpose other than market information.” Any work that involves the others to contact the researchers carry- of the Code behave in a responsible and research, e.g. for an advertising cam- collection and use of personally identifiable ing out market research and those

1 In these notes the terms “personally identifiable data” or “personally identifiable information” have been used for reasons of clarity. They have the same meaning as the terms “personal data” or “personal information” used in European Union legislation. 6 | WORLD RESEARCH CODES AND GUIDELINES NOTES ON HOW TO APPLY THE ICC/ESOMAR INTERNATIONAL CODE ON MARKET AND SOCIAL RESEARCH | 7

making enquiries must not be confused Article 3 – Professional responsibility or believe to be incorrect, in order to In certain kinds of research it may be by having apparently to get in touch (a) Respondents must be informed, secure the co-operation of respondents necessary for methodological reasons to with a non-research organisation or where it is not already obvious, that their or others – for example about the likely mislead the respondent about the exact deal with non-research staff to raise co-operation in the project is entirely length of the interview or about the nature of the project at the outset. Under queries or complaints about market voluntary. A respondent is entitled to possibilities of being re-interviewed on these circumstances it is important that research activities; withdraw from an interview or research a later occasion. In addition, any assur- the respondent is made aware of the true • the introduction and any project at any stage and to refuse to ances given to respondents must be purpose of the research before the inter- used clearly define the purpose of the co-operate in it further. Any or all of fully honoured. view is ended and given the opportunity interview and the respondent must not be the personally identifiable information to withdraw from the research and have left with the impression that the exercise collected from the respondent must be Where it is possible that the researcher their responses deleted. An example has a research purpose if it does not. destroyed within a reasonable time if might wish to re-contact the respondent would be when an advertising test may the respondent so requests. However, for a further interview at a later date be presented as an opportunity to watch These requirements do not prevent a particular issue arises in the case of (for example in the case of a longitudi- a TV programme, the real objective being researchers from being involved in non- continuous research, for example for nal research project) permission for this to measure recall of advertising shown research activities providing the purpose measuring product purchase or media must be obtained from the respondent during the programme. of collecting personally identifiable data is consumption. Data records can go back not later than the end of the first interview, not misrepresented. Nor do they in any over a number of years and it would except in the rare cases where there (b) One particular circumstance where way restrict the right of the organisation destabilise the trend data to remove is some valid methodological reason to respondents could be adversely affected to promote the fact that it carries out historic records. Under these circum- the contrary. One way to ensure that by taking part in research relates to both market research and other activities stances, the respondent must be able respondents are not misled, if the need for from lists provided by third par- providing they are clearly differentiated to have any personal identifiers and any a recall interview arises unexpectedly, is ties. Where names or contact details are and that they are conducted separately way of associating the data with their for researchers to ask for this permission taken from a list provided by a third party, and in accordance with the relevant laws name or contact details individually with as a standard part of any survey interview. it is permissible to update the list with a and local professional rules of conduct. the data, removed or deleted. It is also good practice to warn about the marker identifying individuals who have More guidance in this area is given in the possibility of a back-check call for quality specifically asked to be removed from the Guide on Distinguishing Market Research Researchers and those working on their control purposes. This may be required list, or who have moved away or died. from Other Data Collection Activities. behalf (e.g. interviewers) must not make by law in some countries. A marker indicating who was contacted statements or promises that they know and whether they were interviewed can 8 | WORLD RESEARCH CODES AND GUIDELINES NOTES ON HOW TO APPLY THE ICC/ESOMAR INTERNATIONAL CODE ON MARKET AND SOCIAL RESEARCH | 9

also be placed on the list if the list is only If the personally identifiable data is being EXAMPLE ONE: INTRODUCTION The example above contains the following used for research purposes. However, collected and analysed by an organisa- TO A MARKET RESEARCH important information; the identity of there are some circumstances, like tion whose primary activity is research SURVEY WHERE ANY DATA the organisation which will receive researching activity which may be sensitive this would be the name of the research RELEASED TO A CLIENT WILL BE their personally identifiable data (the data (for example criminal or political activity) agency and the purpose would be IN A FORM WHERE INDIVIDUAL controller in EU legislative terminology), where the researcher must carefully con- market (or survey, or opinion) research. RESPONDENTS CANNOT BE the length of the interview and the fact sider whether recording even this limited However, if the personally identifi- IDENTIFIED that the interview is for a market research amount of information is professionally able is being collected and passed on purpose. The first wording is particularly responsible in relation to the requirements to another organisation without being Hello, I am from XYZ market research suited to a telephone interview where of Article 3b. anonymised (e.g. the researcher is only and we are carrying out a survey on the interviewer is not able to show any carrying out fieldwork), it is important …….This is genuine market research independent identification. Article 4 – Transparency that the name of the final holder of the not a sales call. The interview will take (a) When asking respondents for their personalised survey data (the “data about ….minutes and any answers The example below uses a different co-operation in a market research controller” in European data protection you give me will not be identifiable introduction because the organisation project they must be told: terminology) is given and, if requested, as coming from you. We do not sell responsible for holding and analysing their contact details. anything or collect any money. personally identifiable research data (the i. the identity of the organisation or indi- OR data controller) is not the same as the vidual who is collecting the data; Examples of possible introductions to Hello, I am from XYZ market research organisation doing the interviewing. The ii. the types of person or organisation , depending on how the data and we are carrying out a survey on respondent needs to have both pieces of that will receive the results in the case of will be used: …….. The interview will take about information. Both examples assume that market research data, or the person or ….minutes and the answers you give the interviewer will also identify them- organisation that will receive their data if me will be made anonymous. selves and provide the respondent with it is passed on in a personally identifiable information about how to contact the form; data collection company if the respondent iii. the specific purposes for which the needs to. results will be used. 10 | WORLD RESEARCH CODES AND GUIDELINES NOTES ON HOW TO APPLY THE ICC/ESOMAR INTERNATIONAL CODE ON MARKET AND SOCIAL RESEARCH | 11

EXAMPLE TWO: INTRODUC- When explaining the general purposes interviewing by telephone. In the case the provisions of the ICC/ESOMAR TION TO A MARKET RESEARCH for which the results will be used, it is of online research a telephone number Code concerning data privacy protection, SURVEY WHERE THE DATA very important that market research is or postal address should be provided in in particular Article 7. An agreement in WILL BE HELD BY ANOTHER not confused with customer relation- addition to an email address. writing to this effect must be obtained ORGANISATION, FOR EXAMPLE ship management and similar activities from that agency. If the third party A CONSULTANCY, AD AGENCY where the personally identifiable data If a respondent asks how their name came agency has been instructed by the client, OR THE CLIENT COMPANY, will be used for commercial activity to be selected for interview they must be and not by the researcher, the researcher BUT EVEN IF IDENTIFIABLE directed to individual respondents. If this told. They must also be assured that any must ensure that the client enters into DATA IS RELEASED, THIS WILL is one of the purposes of the interview personally identifiable data they provide will such an agreement with the third party BE ON THE UNDERSTANDING it should be made clear at the outset be used for research purposes only and agency. In particular, the anonymity of the THAT NO COMMERCIAL ACTIV- when permission is being requested and will not result in a sales approach being original respondents must be fully safe- ITY WILL BE DIRECTED AT THE not presented as market research. More made to the individual respondent. guarded and their names and addresses RESPONDENT AS A DIRECT guidance in this area is given in the used exclusively for the purposes of back- RESULT OF THEIR HAVING PRO- Guide on Distinguishing Market Research (c) Back-checking is an important ele- checks and not disclosed to the client. VIDED INFORMATION. from Other Data Collection Activities. ment in professional quality control of fieldwork. All face-to-face interviews The client may wish to personally check Hello, I am from XYZ market (b) It is important that the respondent is must include a statement that there is a the quality of the fieldwork or data research and we are carrying out able to check the identity and bona fides possibility that a subsequent recall may preparation. In such cases the client, or his a survey on ……..for ABC Inc. who of the organisation or individual who is be made for quality control purposes, mutually acceptable representative, may will be given your answers. The collecting their personally identifiable data unless the interview is conducted in a observe a limited number of interviews for interview will take about ….minutes and the identity of the organisation or central location or recording is used. the purpose of quality control. When this and any answers you give me will individual who will end up holding their occurs the researcher must first obtain the only be used by ABC Inc. for market personally identifiable data, if different. Where an independent check on the agreement of the respondents concerned research. They will not try to sell When interviewing face-to-face, a “thank quality of fieldwork is to be carried out (see note to Article 3a). In addition, any you anything or collect any money you” leaflet or business card is an effective by a different research agency the latter such observer must previously have as a result of you taking part in this way of providing this information. Providing must conform in all respects with the agreed to comply with the provisions of survey. a freephone number to call is a common relevant national laws and self-regulatory the ICC/ESOMAR Code, especially Article 7, way of meeting this requirement when documents on market research and with in writing. The researcher must also try 12 | WORLD RESEARCH CODES AND GUIDELINES NOTES ON HOW TO APPLY THE ICC/ESOMAR INTERNATIONAL CODE ON MARKET AND SOCIAL RESEARCH | 13

to ensure that such observers do not The extent of protection in practice may told at the beginning of the interview The use of these techniques and others include people who are likely to know, or to some extent depend upon the inter- that recording techniques are to be used is covered in more detail in the separate have direct dealings with, any of the pretation of the law in different countries. unless this knowledge might bias the Guideline on Passive Data Collection, individual respondents being interviewed Serious cases of unauthorised distribution respondent’s subsequent behaviour. In the Observation and Recording. Specific issues (for example client sales staff in the case or copying could be regarded as unethical latter situation, the respondent must be told arise with Mystery Shopping and these of a survey among business managers or but disciplinary or legal action is difficult about the recording at the end of the inter- are covered in the Guideline on Mystery doctors). Observers should be told that if to enforce, without being underpinned by view and be given the opportunity to see or Shopping. they find they know any of the participants, comprehensive evidence that stands up to hear the relevant section of the record and, they must stop observing and notify the legal examination. The author is therefore if they so wish, to have this destroyed or to Article 7 – Data protection and researcher. Further advice on how to meet advised to lay claim to their copyright in have their image pixelated so that they can- privacy the requirements of this article are given written form so that they can if required not be identified. Some countries have legal Market research conducted according to in the Guideline on Passive Data Collection, produce the necessary evidence of this. restrictions on the use of recording devices the principles of transparency, confiden- Observation and Recording. All transfers of ownership and copyright which require advance notice in all cases. tiality and secure handling of personally must be in writing. This is particularly relevant for recording identifiable data has achieved recogni- (d) This covers the requirement for trans- telephone conversations, but may also tion as a form of “statistical or scientific parency about details of the execution of It is good business practice to agree the apply to any recording device. Live closed research” since personalised information a research project between researcher ownership of proposals and quotations in circuit television or video streaming should cannot be disclosed for non-research and client; a more comprehensive list of the terms of business. This is covered in not be carried out without permission in purposes such as direct marketing. Such requirements is given in the Guideline on more detail in the Guideline on the Mutual advance from respondents. Respondents recognition must not be jeopardised by the Mutual Rights and Responsibilities of Rights and Responsibilities of Researchers may also need to be informed of other any failure to conform to the require- Researchers and Clients. and Clients. rights relating to Articles 4 and 7, as some ments of this article. recordings may include personally identifi- Article 5 – Ownership Article 6 – Recording and observation able data. Certain techniques, for example Many countries have legislation which Market research proposals and cost techniques recording and videoing protects personal data and/or privacy. quotations are protected by copyright Observation and recording of behaviour behaviour in a shop or public place, involve This Article of the Code explains the and remain the property of the organi- is a major activity for market researchers. particular issues. There are also ethical most important requirements for a pro- sation or individual who developed them The general principles are clearly outlined issues involved in observing conversations fessional. However, it is important for unless otherwise agreed in writing. in this article; the respondent must be in internet chat rooms. researchers to be aware of the law and 14 | WORLD RESEARCH CODES AND GUIDELINES NOTES ON HOW TO APPLY THE ICC/ESOMAR INTERNATIONAL CODE ON MARKET AND SOCIAL RESEARCH | 15

national professional rules when work- be told how respondents who wish to see In this case, researchers in the client ii. the respondent has given their explicit ing internationally, since there are specific the privacy statement can ask for a copy; organisation must ensure that data sets consent and requirements at a local level in some coun- putting the details on a “Thank you leaflet” or other materials (photographs, record- iii. on the understanding that no com- tries which go beyond what is required by is a good way to do this and also ensures ings, paper documents, etc.) collected for mercial activity (as defined in Article 1d) the Code*. The ESOMAR Guideline on Data that respondents are made aware of the market research that contain personally will be directed at them as a direct result Management and Protection provides more way their personally identifiable informa- identifiable information are kept securely of their having provided information detailed guidance relating to data protection tion will be protected. Telephone inter- and are only used for the original market and data management for market research viewers will need a short version which research purposes for which they were Point i) allows for the possibility that rather than can be covered in these notes. can be read out to respondents who collected. Access to such data should be than the respondent spontaneously asking ask, as well as details of how respondents restricted and allowed only on a need to for their identifiable personal details to be (a) Providing access to a privacy policy for can access a copy of the full policy docu- know basis. The researcher in the client passed to the client, the researcher can respondents who are being interviewed ment. Always include a contact point for side should ensure that all staff handling ask them if they would be willing for their online is relatively straightforward. The complaints and queries. such sensitive data have signed to con- identifiable personal details to be passed to ESOMAR Guideline on Conducting Market firm they will follow ICC/ESOMAR Code the client. In this latter case, the researcher and Opinion Research Using the Internet (c) If a researcher working in the client and are aware of their obligation not to should either obtain the respondent’s explains how to do this and gives an organisation receives research data disclose personal data. permission at the beginning of the inter- example. For other modes of interviewing from a project at an identifiable individual view or tell the respondent that they will providing access is more challenging. All respondent level then there must be a If during a market research interview be asking permission to identify them to agencies must have a privacy statement written agreement between agency and a respondent expresses the wish for the client at the end of the interview. easily accessible for respondents on their client to ensure that the data are used their personally identifiable informa- websites, there must also be a hard copy only for research and that both parties tion to be passed to the client because, Explicit consent in this context means that available which can be mailed or faxed on agree to observing the rules laid down for example, they have experienced a the respondent has agreed that some, request. Someone must be responsible for in the ICC/ESOMAR International Code problem with a product or service and or all, of their answers and their contact privacy and for keeping the privacy policy on Market and Social Research, as well want it put right Article 7c allows for details if relevant can be provided to the up to date, ensuring that all staff, including as in national codes and guidelines. An this as long as: client on the understanding that the infor- temporary staff, are aware of its require- example would be receiving recordings mation will be used to deal with the issue ments and for handling queries relating to or edited video clips of group discus- i. the respondent has explicitly expressed raised and not to initiate a sales approach. it. Interviewers working face to face must sions or interviews. this wish and/or In many countries, it is sufficient to record

• Readers’ attention is called to the fact that the German-language version of the International Code is prefaced by a Declaration prepared by the German national market research associations. This sets out certain additional requirements which must be followed in order to conform with German legislation when carrying out research in that country. Copies of this Declaration can be obtained via the ESOMAR website. 16 | WORLD RESEARCH CODES AND GUIDELINES NOTES ON HOW TO APPLY THE ICC/ESOMAR INTERNATIONAL CODE ON MARKET AND SOCIAL RESEARCH | 17

that explicit permission has been given on Article 10 – Subcontracting more undesirable reason. Researchers Should the client not consult and agree in the questionnaire – further information There should be a statement about an can reduce the danger of such problems advance the form of publication with the can be obtained from associations listed organisation’s policy in relation to sub- arising by making sure (e.g. in their agree- researcher, the latter is entitled to: on the ESOMAR website. contracting work in the standard terms ment for a research project) that they are and conditions of the research organisa- consulted in advance by the client about (i) refuse permission for their name to (d) The ESOMAR Guideline on Data tion. This is essential if subcontracting all the form in which any research findings be used in connection with the dissemi- Management and Protection provides or part of the work is standard practice will be published. nation of conclusions and more specific guidance on the applica- for the research organisation. It is good tion of 7e and 7f. practice for subcontracting in relation to (c) In order to enable others to check the (ii) publish the appropriate technical a specific project to be explicitly agreed validity of conclusions drawn from the details of the project. Article 8 – Children and young between the research organisation and research the relevant technical details and people the client. The Guideline on the Mutual results of published research must be avail- The requirements of this article are At present there is no common inter- Rights and Responsibilities of Researchers able for anyone who wishes to check them. covered in more detail in the ESOMAR/ national definition of “child” or “young and Clients contains more information on The easiest way of doing this is to publish WAPOR Guide on Opinion Polls and person”. Even within a single country the application of this article in practice. them on the research company’s website. Published Surveys. the definition may vary with the activity under consideration. Since it would be Article 11 – Publishing findings (d) It is clearly impossible for a researcher Article 12 – Responsibility very difficult to agree any general defini- (b) The publication of research findings fully to control the ways in which research In order to meet the requirements of tion based on factors such as the child’s may sometimes prove to be misleading findings are interpreted or applied once the Code and of good business practice, cognitive powers, researchers should because certain of the technical aspects these are in the public domain. However, it is important for there to be contracts take a straightforward practical approach or limitations of the research have not both the client and the researcher have or written agreements between the to the issue. If not otherwise specified been fully appreciated and/or because the a responsibility to ensure that published researcher and the client and any other locally, researchers must assume that a public presentation, explanation and dis- results are not misleading. The researcher parties (e.g. self-employed interviewers or “child” is defined as being aged “under cussion of the findings (e.g. in the media) must endeavour to prevent any misinter- subcontractors) setting out their respective 14 years” and a “young person” as being has not clearly spelt out all the relevant pretation or misuse of research findings, responsibilities. Further guidance is given aged “14-17 years.” This issue is covered considerations. This can happen acciden- and (as far as is practicable) to correct in the Guideline on the Mutual Rights and in detail in the ESOMAR Guideline on tally, or as a result of the pressures on any such misinterpretation or misuse once Responsibilities of Researchers and Clients. Interviewing Children and Young People. media time and space, rather than for any they become aware that this has happened. 18 | WORLD RESEARCH CODES AND GUIDELINES NOTES ON HOW TO APPLY THE ICC/ESOMAR INTERNATIONAL CODE ON MARKET AND SOCIAL RESEARCH | 19

Where elements of a research project The enforcement of this Code is covered are subcontracted it is essential that under the ESOMAR Disciplinary Pro- the researcher ensures in the contract cedures. Acceptance of the Disciplinary with the subcontractor that they and, in Procedures is a condition of member- particular any interviewers, understand ship of ESOMAR. A copy is published on and fully conform to the requirements the ESOMAR website. of the Code. Most countries have a national market Article 14 – Implementation research association or associations The addresses to which queries about who enforce professional and ethical the Code, or reports of possible Code standards among their members. A list infringements, should be sent are those of associations which abide by the ICC/ on the inside front cover of the Code ESOMAR Code can be found on the itself. Any such communications should ESOMAR website. be marked “For the attention of”:

• The Professional Standards Committee, [email protected] or ESOMAR, Eurocenter 2, 11th floor, Barbara Strozzilaan 384, 1083 HN Amsterdam The Netherlands

• The International Secretariat, ICC, 38 Cours Albert 1er, 75008 Paris, France 20 | WORLD RESEARCH CODES AND GUIDELINES SPANISH | 21

“Market research, which includes social and opinion research, is the systematic gathering and interpretation of information about individuals or organisations using the statistical and analytical methods and techniques of the applied social sciences to gain insight or support decision making.

The identity of respondents will not be revealed to the user of the information without explicit consent and no sales approach will be made to them as a direct result of their having provided information.”

Definition of market research contained in the ICC/ESOMAR International Code

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ESOMAR is the essential organisation for encouraging, advancing and elevating market research worldwide.

World Research Codes and Guidelines www.esomar.org