The World Association of Opinion and Marketing Research Professionals [founded as the European Society for Opinion and Marketing Research (ESOMAR) in 1948] is a nonprofit association for marketing research professionals.
The European organization promotes the use of opinion and marketing research to improve marketing decisions in companies worldwide and works to protect personal privacy in the research process. Visit the association's website at www.esomar.org/.
a. How can ESOMAR help marketing professionals conduct research to guide marketing strategy?
b. How can ESOMAR help marketers protect the privacy of research subjects when conducting marketing research in other countries?
c. ESOMAR introduced the first professional code of conduct for marketing research professionals in 1948. The association continues to update the document to address new technology and other changes in the marketing environment. According to ESOMAR's code, what are the specific professional responsibilities of marketing researchers?