According to the code of practice, market researchers have a responsibility to respondents, including:

Question

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discuss the importance of market research as a basis for marketing decision making. Respondents' identities must not, without their consent, be revealed to anyone not directly involved in the market research project, or used for any non-research purpose. No child under 14 years shall be interviewed without parental consent.

According to the Code of Practice, Market Researchers Have a Responsibility