Yallop and Mowatt

Codes of ethics' use by marketing research practitioners and effects on ethical behaviour: An empirical study

Anca C. Yallop

University of Winchester, UK

Simon Mowatt

Auckland University of Technology, New Zealand


Recent developments in market research, such as the use of big data and emerging research methodologies, highlight the need for researchers to be at the forefront of being able to manage ethical issues, especially when the technologies and environments change as such changes expose them to new risks. The industry has long recognised this need following the development of the European Society for Opinion and Marketing Research (ESOMAR) guidelines in 1948 and the first Market Research Society (MRS) self-regulatory code in 1954, which have been updated regularly to account for these changes (Nunan & Di Domenico 2013).