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ESOMAR Updates International Standards
Global MR organisation ESOMAR has launched a series of revised guidelines, to take account of recent developments in technology and increasing public concern about privacy and control of personal information.
The updates to the International Code include:- Guide to Opinion Polls and Published Surveys - Originally published by ESOMAR and WAPOR (The World Association for Public Opinion Research) in 2005, the guide has been revised to cover specific rules about publishing research surveys, developments in online polling, using the Internet and recommendations on exit polls.
- How to Apply the ICC/ESOMAR International Code on Market and Social Research - This International Chamber of Commerce (ICC) and ESOMAR code explains how articles should be interpreted and applied.
- Guide on Distinguishing Market Research from other Data Collection Activities - This advises researchers on how to help the public distinguish professional market research from commercial activities such as advertising, sales promotion, direct marketing and direct selling. It also helps legislators make the distinction.
ESOMAR regularly develops and reviews its guidelines through its Professional Standards Committee.
Commenting on the new editions Adam Phillips, who chairs the committee, said: 'These guides have been issued in response to changing technology and will help the industry protect the interests of consumers and respondents on whose co-operation researchers depend.'
The International Code on Market and Social Research is applied by ESOMAR's 5000 members, and has been adopted or endorsed by industry associations in more than 30 countries worldwide since its launch last year.
Web site: www.esomar.org .
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