MRA Board Approves Revisions to the MRA Code of Marketing Research Standards
The board of directors of the Marketing Research Association (MRA) approved on October 17, 2013 the revisions to the MRA Code of Marketing Research Standards. Dubbed as the new Code, the revised version is now available at http://www.MarketingResearch.org/Code and will be published in the December issue of Alert!, the quarterly magazine of the Washington, DC-based MRA.
The revised Code contains 42 principles intended to direct marketing research practitioners in their daily operations. The principles are culled from ethical and best practices in the marketing research profession. To promote worldwide recognition of marketing research, practitioners who are not members of the MRA are encouraged to adopt and put to good use the established guidelines espoused by the MRA Code.
According to Jay White, the new Code tackles the responsibilities of market researchers to the public, to the government, and to other industry practitioners. White is the CEO of Baltimore Research and the chairman of MRA’s Standards and Ethics Committee (SEC), the team tasked to revise the Code’s previous version. For 17 months, the SEC worked on areas in the Code that were not properly addressed and standards that were ambiguously stated, among others.
White went on to explain that the MRA’s goal to put forward a set of principles for the entirety of the profession and to not just create fragmented principles catering only to specific methodologies was not particularly easy. To meet the MRA’s challenging goal, the revised Code includes both expansive principles and detailed underlying principles. This ensures that the new Code is flexible enough and does not become overbearing.
MRA’s research director, Amy Shields, said that the new Code comes with a modern set of principles and rationales. It also placed an increased importance on having a “streamlined enforcement process” as the Code being enforced presents the most value to the marketing research industry.