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MORES CODE OF ETHICS
The Marketing and Opinion Research Society of the Philippines, Incorporated (MORES) is an association of qualified research practitioners from advertising agencies, advertisers, media, research agencies and individuals.
In pursuit of its central objective to upgrade the research profession by promoting and ensuring that high standards are maintained in the conduct of marketing & opinion research, MORES has established these principles of ethical practice of marketing & opinion research for the guidance of its members.
ARTICLE I
STATEMENT OF BASIC PRINCIPLES
Section 1.1 The purpose of marketing & opinion research is the objective collection and analysis of information willingly provided by respondents on products and services. In line with this objective, MORES members shall endeavor to uphold the principles of impartiality and objectivity, fair competition, driving high standards of quality, the advancement and development of research methods and ensure the use of market research to obtain unbiased information and not a disguised selling activity.
Section 1.2 Since the purpose of marketing & opinion research is the obtaining of information and not the direct creation of roles or the influencing of respondents’ opinion or behavior, a research company, therefore, shall not engage in any activity directly or indirectly presented as market research while having as its real purpose the attempted sale of commodities or services.
Section 1.3 All market research work shall be undertaken in a spirit of complete impartiality, and the research company shall not allow itself to be influenced in the conduct of its own surveys by any other consideration than the adoption of procedures which will redound to the interest of the client. For this purpose, marketing research companies should be responsible for the development of necessary research techniques and also for the maintenance of high standards of operation.
Section 1.4 Marketing & opinion research should be conducted not only according to accepted principles of fair competition but also according to standards based on generally accepted scientific methods.
ARTICLE II
DEFINITION OF TERMS
Section 2.1 The term “Client” refers to any individual, organization, private of public institutions, or department of such organization or institution, which has commissioned, requested authorized or agreed to subscribe to a marketing research project or intends to do so.
Section 2.2 The term “Research Company” refers to any individual, organization, private or public institutions, or department of such organization or institution directly conducting or acting as consultant on a market research project or is intending to do so.
When two or more individuals, organization or group of persons are together in commissioning or conducting a research project, a distinction between such organizations must be made and they shall be jointly responsible for the observance of this Code.
Section 2.3 The term “Respondent” refers to any individual, organization or group of persons who provide information, whether by direct questioning or by other means such as observation of behavior, records or merchandise, on which the results of a research project could, in whole or in part, be based.
Section 2.4 “Records” shall be deemed to include anything containing data whether primary, as for example, completed questionnaires or intermediate as for example, computer print outs.