1. Self-Regulation in Market Research Erich Wiegand Professional Standards Committee

2. 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

3. 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

4. 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

5. 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

6. 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

7. 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

8. 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

9. The ESOMAR Disciplinary Procedures  Competences and submission of complaints  Professional Standards Committee  Disciplinary Committee  Sanctions

10. 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