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MORES CODE OF ETHICS
ARTICLE III
RULES OF CONDUCT AND PRACTICES
CONDUCT WITH RESPECT TO RESPONDENTS
Section 3.1 Marketing & opinion research should invariably be conducted in such a way as to merit and maintain the confidence of the respondents, to ensure a containing climate of goodwill, responsibility and trust. A meticulous standard of good manners should be maintained and everything should be done with utmost consideration of the respondent to leave him disposed to entertain other interviews in the future. The research organization will take all reasonable steps to see to it that respondents are not in any way hindered or embarrassed by any interview, and that they are not in any way adversely affected as a result of it . (Research must observe utmost courtesy towards respondents even when they display arrogance of seeming lack of cooperation.)
Section 3.2 In face-to-face interviewing, interviewers must carry with them identification from the company (with the time expiry date) they belong to. Interviewers must identify themselves by the name and company the represent, in all interviews.
Section 3.3 No information obtained about individual respondents which includes their identity shall be used, either directly or indirectly, other than for the administration, checking or processing of such research. The research company shall be entitled to give respondents this said assurance. The following cases are exceptions to this rule:
a. If respondents have been given full knowledge of the name of the client and have consented to their own names being revealed to the client.
b. If, to process the data or to carry out further research, it becomes necessary for respondents’ identities to be revealed to persons or organizations other than those engaged in the service of the research company or of such subcontractors as the company may at its discretion appoint. In such cases, the research company shall be permitted to reveal such identities at its discretion provided that it obtains a written undertaking from such persons or organizations and that they will not use the names revealed except for bonafide data processing or research and that they will not reveal them to any other persons or organizations.
c. If the respondent is speaking not in private capacity but as a representative of an organization wherein the listing of such an organization may be necessary in the project report. It shall not, however, enable any particular piece of information obtained directly from a respondent to be related to any particular organization, nor for any individual respondent to be identified, either directly or indirectly, except upon prior written permission from the relevant respondent. This permission shall be obtained before the relevant information is gathered and the respondent shall be informed of the extent to which it will be communicated.
Section 3.4 When respondents participating in a research project are filmed or tape recorded, they shall always be informed of this fact before the filming or recording takes place. However, observing or recording the actions or statements of individuals shall be permitted without prior consent in cases such that:
a. The individual is in a public place and is aware of the liability to be observed or over–heard as the case maybe.
b. If the company doing considers that disclosure in advance is likely to affect respondents’ behavior and distort the results of the project.
The individual shall be told immediately after the event that his actions and/or statements have been observed or recorded of filmed. He then, shall be given the opportunity to see or hear the event recorded and if he wishes, to have it destroyed or deleted.
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