1. To maintain high standards of competence and integrity in marketing and survey research.
2. To maintain the highest level of business and professional conduct and to comply with federal, state, and local laws, regulations, and ordinances applicable to my business practice and those of my company.
3. To exercise all reasonable care and to observe the best standards of objectivity and accuracy in the development, collection, processing, and reporting of marketing and survey research information.
4. To protect the anonymity of respondents and hold all information concerning an individual respondent privileged, such that this information is used only within the context of the particular study.
5. To thoroughly instruct and supervise all persons for whose work I am responsible in accordance with study specifications and general research techniques.
6. To observe the rights of ownership of all materials received from and/or developed for clients, and to keep in confidence all research techniques, data and other information considered confidential by their owners.
7. To make available to clients such details on the research methods and techniques of an assignment as may be reasonably required for proper interpretation of the data, providing this reporting does not violate the confidence of respondents or clients.
8. To promote this trust of the public for marketing and survey research activities and to avoid any procedure which misrepresents the activities of a respondent, the rewards of a respondent, the rewards of cooperation, or the uses of data.
9. To refrain from referring to membership in this organization as proof of competence, since the organization does not so certify any person or organization.
10. To encourage the observance of principles of this code among all people engaged in marketing and survey research.