ESORMA关于市场和社会研究操作的国际标准.pdfVIP

ICC/ESOMAR International Code of Marketing and Social Research Practices 国际商会/欧洲民意和市场研究协会 关于市场和社会研究操作的国际标准 Introduction 介绍 Effective communication between the suppliers and the consumers of goods and services of all kinds is vital to any modern society. Growing international links make this even more essential. For a supplier to provide in the most efficient way what consumers require he must understand their differing needs; how best to meet these needs; and how he can most effectively communicate the nature of the goods or services he is offering. 在所有类型的商品和服务的供应商与消费者之间的有效沟通对任何现代社会都很重要。日益 频繁的国际联系使这样的沟通更加必要。作为一个供应商，要以最有效的方式提供消费者需 要的产品和服务，就必须理解他们的不同需要；知道怎样最好地满足这些需要；和怎样才能 最有效地传达所提供的商品或服务的本质。 This is the obj ective of marketing research. It applies in both private and public sectors of the economy. Similar approaches are also used in other fields of study: for example in measuring the publics behaviour and attitudes with respect to social, political and other issues by Government and public bodies, the media, academic institutions, etc. Marketing and social research have many interests, methods and problems in common although the subj ects of study tend to be different. 这是市场研究的目的。它适用于私人和公共的经济部门。类似方法也应用在其它研究领域： 例如由政府及公共机构 （如媒体，学术协会等）考察公众有关社会、政治和其它问题的行为 和态度。尽管营销和社会研究的研究主题趋于不同，但两者在关注的问题、研究方法和遇到 的问题都有共同之处。