Navigating the Righteous Course: A Quality Issue

Ian Brace, Clive Nancarrow and John Pallister

This paper argues that the quality of marketing research will be affected in the long term by how successfully the industry is able to implement industry codes of conduct, in particular the revised MRS Code of Conduct.
  

Navigating the Righteous Course: A Quality Issue

John PallisterCardiff UniversityClive NancarrowBristol Business School andIan BraceBJM Research and Consultancy Ltd

Background

In 1998 a number of initiatives in the UK marketing research industry took place to improve the ethical standards of the profession. The MRS (Market Research Society, UK) carried out a major revision of the Code of Conduct in accordance with ICC/ESOMAR (European Society for Opinion and Marketing Research) and launched a joint Code of Conduct. The MRS supported the launch with a problems column in its monthly Researchmagazine issued...

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