The codes of ethics in the professional field
Since its inception market research has been a fundamental and useful tool for goods and services suppliers, governments among others can know how society behaves and what needs the same possess. In this area many things have changed, but there is something that never changes, and it is the distrust of consumers in these data collection. Since they are worried about the purposes they will have and where they will arrive the information they are providing. That is why it is of the utmost importance that these investigations are regulated by an ethical code, so that people have security when providing personal information. Being regulated by the Ethical Code, study objects may feel the confidence that your information will be handled in the right way. To regulate how markets should behave there are codes of ethics that can follow and know so that a future does not come to present legal problems due to the ignorance of this in the same way there are organizations that are loaded that they are fulfilled. As are: International Code ICC/ESOMAR, EL AMA, SAIMO, ISO 20252.
In the first instance we have the International Code ICC/ESOMAR. This was the first code that was published regarding market research in 1948, then other codes were published in later years. This code has the purpose of regulating all ESOMAR members. Thus providing security in the investigation public so that it is certain that your data will be given due use. This code has three fundamental principles:
- Researchers must be transparent with the people from whom they will collect the data with respect to the fact that they propose to collect the data.
- Researchers must ensure that the data will not be available to an unauthorized personnel.
- Researchers will not perform any action that can damage the reputation of the data holders. ICC/ESOMAR (2017)
This code has articles of responsibility that are for the owners of the data, with the clients, with the public, with the research sector as: duty to be careful;Adolescent children and other vulnerable people;Data minimization;Primary data collection;Use of secondary data;Data and privacy protection;Transparency;Publication of results;Professional responsibility;Legal responsability;Compliance;App.
On the other hand, we have the Code of Ethics AMA (American Marketing Association) which is responsible for regulating the professional in the marketing area in general so that they understand that any action they perform in this area will have a reaction and that they consider allThe possibilities before doing something not ethical. The behavior of these must be guided by: the basic rule of professional activity that is not doing anything that can cause someone;have respect for established laws and apply them;You have to reflect education, capacity and experience;must support and encourage compliance with established ethics laws. Some aspects that this code guides is that in the activities exercised by a professional in the marketing area honesty and equity must highlight. This must also assume their rights and opportunities in ensuring that the products or services offered are of the best quality, that advertising is not misleading, ensuring that all those involved in their financial obligations are transparent and that it is in good faith, among othersstuff. In the field of investigation this code prohibits sales disguised as market research and that important and relevant data is obvious in the result of an investigation for its own convenience since this is considered a dishonest action. AMA (2002)
Saimo is a society of researchers and opinion in Argentina that ensures that the codes of ethics in this area are met, also regulate the activities and the relationship between all parts of this. The Conflict Ethics Committee that is responsible for carrying out this task. They receive proposals, complaints or orders related to ethical or conflict arbitration issues and they themselves are responsible for carrying out an investigation to reach the bottom of the issues presented, always having as reference point the Code of Ethics ICC/ESOMAR. Saimo (2013)
UNE ISO 20252 is a certification that was developed jointly with the National Association of Market Research Companies and Public Opinion in order to guarantee users who demand a market investigation a quality service. This standard is available to those companies that want to be governed by them. Since having this certification is guaranteed to the companies that are asking for the research service a quality result. Since this is under the requirements of the UNE ISO 20252.
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