Code of conduct
When carrying out a market research survey, members of the MOA adhere to the international code for market research, which was drawn up by the European Association for Market Research ESOMAR, in collaboration with the International Chamber of Commerce (ICC), and adhere to the code of conduct concerning the protection of privacy.
The international code for market research regulates the basic ethical and business principles involved in the execution of market- and opinion-research, such as:
- the rights of the respondent
- the guarantee of the respondent’s anonymity
- the professional responsibility of the researcher
- the mutual rights and responsibilities of researchers and clients.
Market research is not a sales activityThe ESOMAR/ICC-code forbids every form of sales activity. Market research collects people’s opinions. The data are processed anonymously. Clients are only given disposal of the data concerning all interviewed persons taken together.