For any Inquiries or Questions

Issues with the content of the Code of Conduct should be directed to the current MRIA Chair of the Standards Portfolio, Amy Charles, CMRP, at

December 22, 2014

MRIA 2015 Standards – revised

Announcement of MRIA’s new Code of Conduct and new Research Neutrals Advisory Service

In this milestone announcement, MRIA advises that your Association has updated its professional Code of Conduct, to align with the fundamental principles of the International Code on Market and Social Research (the “ESOMAR Code”).

ESOMAR is a worldwide association of research professionals. It promotes standards for research and professional ethics endorsed by members in over 130 countries who share and uphold the conviction that “market research depends for its success on public confidence – that is carried out honestly, objectively and without unwelcome intrusion or disadvantage to its participants.”

MRIA’s Code of Conduct is self-regulatory and intended to reflect the standard of “best practice” in Canada, providing explicit assurance of consumer protection in how the industry interacts with and serves the Canadian public.  MRIA’s newly introduced Code of Conduct replaces MRIA’s previous Code of Conduct and Good Practices (dated December, 2007).

Please consult the new Code of Conduct whenever need arises, and let us know of any difficulties in understanding or applying its specific content. Your comments will be submitted to the Standards Committee, and any clarifications found to be necessary will be made in the first part of 2015.  Notification will be given on the website of the latest updates. 

Celebrate with us this new era of internationally harmonized standards. We are proud to be a part of it.


Kara Mitchelmore, MBA, FCPA, FCMA, CMRP


Shane Skillen, CMRP

MRIA Chair

Ruth Corbin

MRIA Standards Chair

Table of Contents

  1. Introduction
  2. Appendix A1 - Complaints Adjudication Procedure
  3. Appendix A2 - Complaints Adjudication Procedure Schedule (part 1)
  4. Appendix A3 - Complaints Adjudication Procedure Schedule (part 2)
  5. Appendix A4 - Complaints Adjudication Procedure Schedule (part 3)
  6. Appendix B - Mobile Marketing Research
  7. Appendix C - Social Media Research
  8. Appendix D - Scientific Integrity
  9. Appendix E - Qualitative Guidelines
  10. Appendix F - Guideline on Passive Data Collection and Observation of Human Behaviour
  11. Appendix G - Commissioning Research
  12. Appendix H - Mystery Shopping
  13. Appendix I - Online Research
  14. Appendix J - Distinguishing Research
  15. Appendix K - Interviewing Children and Young People
  16. Appendix L - Polling Standards
  17. Appendix M - Mutual Rights and Responsibilities
  18. Appendix N - Expert Evidence Standards

Historical Data - As of December 2014

Download the 10 Core Principles of the Code of Conduct in poster format
The 10 Core Principles summarize the ideas enshrined in the MRIA Codes of Conduct. These principles are founded upon the history of practice of marketing research in Canada, the ICC/ESOMAR Code of Marketing and Social Research and the principles underlying the Personal Information Protection and Electronic Documents Act (PIPEDA).

Both the Corporate and Individual Codes apply to all research activities which members undertake involving the collection and/or analysis of data from a sample of individuals, households or organizations involving attitudes, beliefs, behavior, articles in their possession or any other characteristic. This includes all forms of marketing, social, political or opinion research including consumer and corporate research, qualitative research, panel research, ethnological and anthropological research, mystery shopping, mixed-mode, internet research or any research activity.

Sections of the Code are fully binding on members where the phrasing of a particular section or sentence indicates that a member shall or must abide by the procedure or action indicated. Sections or sentences with use of the word should are not intended to be binding but to be advisory in nature and to suggest preferred courses of action.

Members all have a mutual stake in the strict observance of the fully binding rules of this Code. Violation of the rules could result in disciplinary action as per the Association's Constitution.

Available here are:

In 2001, both the Professional Marketing Research Society (PMRS) and the Canadian Association of Marketing Research Organizations (CAMRO) revised their standards and codes of practice. The teams working on each set of standards overlapped somewhat, and they wisely took care to maximize the correspondence between the documents. When the Inter-Association Task Force began to look at a possible merger of the three Canadian marketing research industry Associations in 2002, it quickly concluded that the existing PMRS and CAMRO standards were compatible and presented no conflicts. It was decided that the combined standards would stand until the next scheduled major revision. Both the Corporate and Individual Codes have since been adopted by the Marketing Research and Intelligence Association. This Year 2001 revision of the Codes is fully compatible with the ICC/ESOMAR International Code of Marketing and Social Research Practice.

For further information, contact Kara Mitchelmore, MRIA Chief Executive Officer, or Ruth Corbin, MRIA Standards Chair.