NEWS21 October 2013

MRS strengthens code of conduct and issues new mobile research guidelines

UK — The Market Research Society (MRS) has strengthened its code of conduct and issued new mobile research guidelines in collaboration with two other international regulatory bodies.

The Mobile Research Guidelines are the first international rules issued by MRS in collaboration with the Australian Market and Social Research Society (AMSRS) and the Council of American Survey Research Organisations (CASRO).

They have been drafted to recognise the character and increasing importance of mobile research, providing global standards and best practices across a range of areas, from sample-sourcing to geotargeting, while also offering specific advice on national rules and legislation.

The guidelines also seek to establish ethical principles that research organisations can apply to specific technologies and research methods to “ensure they can continue to benefit from new methods as they emerge and develop”.

Updates to the general code of conduct include clarifications on obtaining informed consent, protecting anonymity and administering incentives, as well as making rules “technology and methodology neutral” to “accommodate all likely changes in data collection”.

MRS is seeking the views of members, company partners and other interested parties on the new code of conduct by December 1 2013. More details can be found here.