The ICC/ESOMAR Code on Market and Social Research sets out the professional and ethical rules which market researchers follow and has been adopted by more than 4,900 ESOMAR members and 60 national market research associations worldwide.
The revised ESOMAR/WAPOR Guideline on Opinion Polls and Published Surveys sets out the responsibilities of researchers to conduct opinion polls in a professional and ethical way.
Opinion poll and surveys often receive widespread attention in the media and decision makers, journalists and the public need to be able to differentiate between professional and unprofessional polls.
This updated Guideline highlights the information that researchers and those publishing survey data must make available to enable the public and other stakeholders to evaluate the results.
It also provides guidance on different types of opinion polling including exit polls and online polls.
Kathy Frankovic (Chair)
former Director of Surveys, CBS News & Consultant, YouGov & member of ESOMAR Professional Standards Committee
Professor, University of Warsaw & Director of the Center for Public Opinion Research, CBOS
Managing Director, Infratest Dimap
International Managing Director, IFOP
Managing Director, GfK NOP & Social Survey and Secretary, British Polling Council
President, WAPOR & Professor, Instituto Tecnológico Autónomo de México (ITAM) & Director Public Opinion Polling unit, Reforma
Chair of ESOMAR Professional Standards and Legal Affairs Committees
Professor, Stanford University & Chief Scientist and Director, YouGov America
Director, International Standards and Public Affairs, ESOMAR
Soon also available in Chinese and Spanish!