Role of The Market Research Society

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					Role of The Market
Research Society



                     Standards
                     Good Practice in Market Research
History of the Society




                     Standards
                     Good Practice in Market Research
   In the beginning...“only 25
    good research workers”
• The MRS was founded on the 5 November
  1946

• 23 founder members

• The MRS Code of Conduct was introduced in
  1954
                                     Standards
                                     Good Practice in Market Research
            Today……..

• 8,000 members

• International Membership



                             Standards
                             Good Practice in Market Research
        Membership Grades
•   Fellowship - FMRS
•   Full Member - MMRS
•   Associate Member
•   Studying Affiliate
•   Affiliate
•   Student
•   Retired
•   Honorary Member
•   Field Member            Standards
                            Good Practice in Market Research
  The Activities of the Society
• Professional Standards

• Professional Development - training &
  qualifications

• Supplier of publications and information
  services

• Supplier of conferences and seminars

• “Voice of the profession” in media
  relations and public affairs activities   Standards
                                            Good Practice in Market Research
    The MRS is not alone….
• ESOMAR          • BMRA
• AQR             • EFAMRO
• BIG (formerly   • AEMRI
  INRA)           • IQCS
• BHBIA
                  • MRQSA
• APOPO
• SRA             ………..to name but a few
• WAPOR
                                    Standards
                                    Good Practice in Market Research
The MRS Code of Conduct




                    Standards
                    Good Practice in Market Research
     MRS Code of Conduct
• Binding on all members
• A6: “Members shall ensure that the
  people with whom they work are
  sufficiently familiar with this Code of
  Conduct and that working arrangements
  are such that the Code if unlikely to
  breach through ignorance of its
  provisions.”                     Standards
                                   Good Practice in Market Research
     Structure of the Code of
             Conduct
• Divided into 3 sections key sections

• Section A: MRS Code of Conduct

• Section B: ICC / ESOMAR Code of Conduct

• Notes Section: Notes on application of ICC
  /ESOMAR Code of Conduct

                                         Standards
                                         Good Practice in Market Research
  Discipline within the Code of
             Conduct
• Section A: Rules A19 to A25 summarise the
  disciplinary process

• The full disciplinary procedures are stated
  within the Byelaws of the Society




                                         Standards
                                         Good Practice in Market Research
  The Professional Standards
      Committee (PSC)
• Established in the MRS Byelaws
• Duties and powers include,
   To set and enforce standards:
       updates of Code/guidelines
       Codeline service
       Investigate complaints / impose sanction (in accordance with the
        disciplinary regulations)


   Encourage good practice
         Provides training materials
         Speak at conferences / training courses
         Dedicated web pages on MRS website
         Provides promotional materials
                                                                      Standards
                                                                      Good Practice in Market Research
   The Professional Standards
       Committee (PSC)

 Monitoring and advising on change
     Maintain strong links with all stakeholders
        The Information Commissioner’s Office
        Other professional bodies
        Respondents
        Clients




                                                    Standards
                                                    Good Practice in Market Research
  PSC Mission Statement
                 MRS Professional Standards Committee


The MRS Professional Standards Committee promotes the professionalism of
market research through its Code of Conduct

Protecting the public in general and respondents in particular, encouraging
participation
Guiding and informing researchers in ethical practice
Assuring that market research is confidential and trustworthy
Demonstrating effective self-regulation

The PSC thereby promotes market research that is:


                              Professional
                                Objective
                                  Ethical
         Structure of PSC
• Membership no less than 9 and no more than
  15

• 2 members of PSC must be members of the
  MRS Council and these must be the
  Chairman and Deputy Chairman of PSC

• All Members must be either Fellows,
  Honorary members, Full Members or Retired
  Members
                                     Standards
                                     Good Practice in Market Research
          Investigations by PSC
• Complaints initially received by the MRS

• If a Code of Conduct issue an Investigation
  Committee (made up of 3 members of PSC)
  is convened

• Investigation Committee investigates and
  makes recommendations to PSC on case and
  any disciplinary action if appropriate

• PSC reviews and if agrees communicates the
  outcome to the member                         Standards
                                                Good Practice in Market Research
      Options for the Member and
           the Complainant
• If no prima facie case the complainant has
  the option to have the case reviewed by the
  „Reviewer of Complaints‟

• If a prima facie case the member has the
  option to have the decision and the
  recommended disciplinary sanction reviewed
  by the Disciplinary Authority
                                                Standards
                                                Good Practice in Market Research
The MRS Disciplinary
     Authority



                   Standards
                   Good Practice in Market Research
       Disciplinary Authority
• Consists of Fellows of the Society and
  independent members




                                           Standards
                                           Good Practice in Market Research
         Disciplinary Cases
• Members have the option to have the case
  reviewed on paper or via a hearing

• Chairman of the Disciplinary Authority would
  allocate members from the Authority to sit on
  each 3-person Tribunal

• Chairman of the Disciplinary Authority would
  appoint a legal assessor to advise on the
  case
                                         Standards
                                         Good Practice in Market Research
             Paper Tribunal
• Member supplies all information in defence of
  cases

• PSC supplies all information in prosecution of
  cases

• Disciplinary Authority discusses the case and
  reaches conclusion

• Decision communicated to the member

                                         Standards
                                         Good Practice in Market Research
    Hearing before a Tribunal

• Legal representation for all parties

• Proceedings for the hearing,
  submissions by or on behalf of PSC
  calling of witnesses by PSC
  cross examination of witnesses
  the same on behalf of the member
  closing submissions
                                         Standards
                                         Good Practice in Market Research
    Decisions of the Tribunal

• A Code breach therefore member to be
  sanctioned?

• Appropriate disciplinary sanction?

• Decision to be published?
                                       Standards
                                       Good Practice in Market Research
The MRS Guidelines




                 Standards
                 Good Practice in Market Research
      Role of the Guidelines

• A16: MRS Guidelines other than those issued
  as consultative drafts, are binding on
  members where they indicate that actions or
  procedures shall or must be adhered to by
  members. Breaches of these conditions will
  be treated as breaches of the Code and may
  be subject to disciplinary action.


                                      Standards
                                      Good Practice in Market Research
      Role of the Guidelines

• A17: Recommendations within such
  guidelines that members should behave in
  certain ways are advisory only.




                                      Standards
                                      Good Practice in Market Research
       Current MRS Guidelines
 • Code of Conduct
 •   Employee Research
 •   Data Collection
 For Full Details See the
 •
 •
     Mystery Customer Research
     Internet Public Opinion Research
 •
 •    MRS Website
     Qualitative
     Qualitative
 •   Researching Young People and Children
www.mrs.org.uk/code.htm
 •
 •
     Questionnaire Design
     The Responsibilities of Interviewers
 •   Business to Business




                                             Standards
                                             Good Practice in Market Research
    Status of Some Current
          Guidelines
• Code of Conduct        Needs a revision
• Mystery Customer              Updated
  Research
                                Updated
• Employee Research
• Qualitative                   Updated
  Research
• Researching
                        No Update required
  Children
• Data Collection     Updated
                                     Standards
                                     Good Practice in Market Research
Current MRS Guidance Notes
• Prize Draws

• Disciplinary Summary

• Code of Practice for Conducting Market
  Research in Town Centres

• Internet


                                       Standards
                                       Good Practice in Market Research
            Legal Guidelines
• Guidance on the Privacy and Electronic
  Communications Directive (2002/58/EC)

• Data Protection Categories

• A Basic Guide to the Data Protection Act 1998

• The Data Protection Act 1998 and Market Research:
  Guidance for MRS Members

• Market Research Processes and the Data Protection
  Act 1998

• (Draft) MRS AURA Client Data Protection Processes
     Guidelines in Preparation or
    recently published on website
•   Business to Business -        •Internet/e-commerce - published
    published 2003                2003

                                  •Reporting - in preparation
•   Observation Techniques -
    incorporated into updated     •Public Opinion Research - in
    Qualitative Guidelines        preparation

•   Questionnaire Design -
    published 2003

•   Data Protection - published
    2002
                                                        Standards
                                                        Good Practice in Market Research
         Subsidiary Guidelines
• AQR Guidelines on Recruitment

• BHBIA Guidelines on Pharmaceutical
  Research

• ERG Guidelines on Employee Research

• SRA Guidelines on various topics including
  commissioning research

• Process Guidelines : IQCS, BS7911 etc
                                          Standards
                                          Good Practice in Market Research
Standards
Good Practice in Market Research