MRA Makes 'Landmark Revision' to Standards Code

In the US, the Marketing Research Association has made what it describes as a 'landmark revision' to its Code of Marketing Research Standards, by establishing 42 best practice principles designed to promote an ethical culture.

MRA members must adhere to the principles set out in the new code, and promote a culture in which 'honesty, professionalism, fairness and confidentiality combine to support marketing research's success'.

The association's Standards and Ethics Committee was charged with revising the prior version of the Code, last published in 2007, and spent seventeen months reviewing unaddressed areas, ambiguous standards, general clarity and structure before submitting its recommendation to MRA's Board for consideration.

Committee Chairman Jay White (pictured), who is CEO of Baltimore Research, comments: 'MRA's objective was especially challenging - to create a set of principles that serve the entire profession, rather than segmented principles pertaining only to specialized modes or methodologies. To answer that challenge, the new code contains broad principles as well as detailed rationale. Both are necessary for a well-formed code that is not overbearing and provides flexibility for practitioners operating with a firm ethical foundation.'

The code is available online at: www.marketingresearch.org/code .