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Derham Marketing Research and your
respondent-data privacy:
As market research depends upon the
willing co-operation of the public and the business community to participate,
market researchers are required to be carried out honestly, objectively and
without unwelcome intrusion or disadvantage to respondents.
The purpose of
market research is to collect and analyse information and not to directly sell
or promote goods or services, influence respondents’ opinions or engage in other
non-research activities. It is in this spirit that the AMSRS's Code of Professional Behaviour has been devised and Derham Marketing
Research expressly adheres to the following elements of this Code and within
all relevant laws of the Australian Commonwealth and States.
The key
principles of professional market research have been taken from the full text of
the Code of Professional Behaviour of the AMSRS and are binding on
its members, including Derham Marketing Research's researchers. A summary from
this Code is below and the full text can be obtained on request - email Philip
Derham at
derhamp@derhamresearch.com.au
Responsibilities to respondents - the people
who take part
Respondents’ identities must not, without their
express consent, be revealed to anyone
not directly involved in the market research project or used for any
non-research purpose.
Nobody shall be adversely affected or harmed as a direct result of
participating in a market research study.
Respondents must be able to check without difficulty the identity and bona
fides of Researchers.
Respondents’ co-operation in a market research project is entirely voluntary
at all stages; they must not be misled when being asked for their
co-operation.
No child under 14 years shall be interviewed without
parents’/guardians’/responsible adults’ consent.
Researchers' professional responsibilities
Researchers must not, whether knowingly or negligently, act in any way that
could bring discredit on the market research profession or lead to loss of
public confidence.
Researchers must always strive to design research which is cost-efficient and
of adequate quality, and then to carry this out.
Researchers must not undertake non-research activities (e.g. telemarketing,
list building) and research activities simultaneously.
Researchers' and clients' mutual rights and
responsibilities
Market research must always be conducted according to the principles of fair
business practice.
Researchers must ensure that clients are aware of the existence of the Code
and of the need to comply with its requirements.
Information about Client’s businesses, their commissioned market research data
and findings remain confidential to the clients unless both clients and
researchers agree the details of any publications.
Researchers must provide clients with all appropriate technical details of any
research project carried out for those clients.
The research findings must always be reported accurately and never used to
mislead anyone in any way.
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