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|Download the 10 Core Principles of the Code of Conduct in poster format
The 10 Core Principles summarize the ideas enshrined in the MRIA Codes
of Conduct. These principles are founded upon the history of practice of
marketing research in Canada, the ICC/ESOMAR Code of Marketing and Social
Research and the principles underlying the Personal Information Protection
and Electronic Documents Act (PIPEDA).
Both the Corporate and Individual Codes apply to all research activities
which members undertake involving the collection and/or analysis of data
from a sample of individuals, households or organizations involving attitudes,
beliefs, behavior, articles in their possession or any other characteristic.
This includes all forms of marketing, social, political or opinion research
including consumer and corporate research, qualitative research, panel research,
ethnological and anthropological research, mystery shopping, mixed-mode,
internet research or any research activity.
Sections of the Code are fully binding on members where the phrasing
of a particular section or sentence indicates that a member shall or must
abide by the procedure or action indicated. Sections or sentences with
use of the word should are not intended to be binding but to
be advisory in nature and to suggest preferred courses of action.
Members all have a mutual stake in the strict observance of the fully
binding rules of this Code. Violation of the rules could result in disciplinary
action as per the Association's Constitution.
Available here are:
In 2001, both the Professional Marketing Research Society (PMRS) and
the Canadian Association of Marketing Research Organizations (CAMRO) revised
their standards and codes of practice. The teams working on each set of
standards overlapped somewhat, and they wisely took care to maximize the
correspondence between the documents. When the Inter-Association Task Force
began to look at a possible merger of the three Canadian marketing research
industry Associations in 2002, it quickly concluded that the existing PMRS
and CAMRO standards were compatible and presented no conflicts. It was
decided that the combined standards would stand until the next scheduled
major revision. Both the Corporate and Individual Codes have since been
adopted by the Marketing Research and Intelligence Association. This Year
2001 revision of the Codes is fully compatible with the ICC/ESOMAR International
Code of Marketing and Social Research Practice.
For further information, contact Brendan
Wycks, MRIA Executive Director, or Donald Williams, MRIA Standards Chair.
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