Porównawcza analiza międzynarodowych kodeksów etyki i praktyki badawczej

Abstract

Lack of a Polish code of ethical and professional standards for social and marketing research is strongly fell by methodologists and pollsters alike as both sides are interested in eliminating from the chaotically developing market of surveying services poor firms which do not guarantee an appropriate quality level. Two codes are analysed: 1) International Code of Marketing and Social Research Practice prepared by International Chamber of Commerce (ICC) and by European Society of Opinion and Marketing Research (ESOMAR), together with the addendum entitled International Code of Practice for Publication of Public Opinion Poll Results; 2) Code prepared by World Association for Public Opinion Research (WAPOR). At present there is no need to develop a separate Polish code because most of the standards contained in the more detailed ICC/ESOMAR Code are likely to be accepted by Polish researchers which practically has already occurred as Polish polling firms may consociate with the national branch of ICC/ESOMAR. However, worth consideration is the elaboration of the Polish annex to the ICC/ESOMAR Code which would contain appropriate clarifications and modifications of certain standards such as: a mandatory requirement to inform respondents about the purpose of the survey before interviews are started, a recommendation to reveal its sponsor when a respondent queries about it, a sharpening of the standards for publication of survey results, etc. Similar other suggestions for enlarging the content of the Polish annex can also be found in the article.