M2 Market Research in Action

The 2005 Market Research Society Code of Conduct is a law that is used to contribute to the development of Kelloggs. The code of conduct is intended to support the general public that research is carried out in a professional and ethical manner. The Data Protection Act 1998 law & Market Research: Guidance for MRS Members September 2003 is used to keep Kellogg’s customer information secure and safe. Their role is to represent and communicate good practice in research to the business community, government and the public. The difference between a law and a code of conduct is that a law is for the general public code of conduct is for businesses and organisations. Kellogg’s have to abide by both the Data Protection Act and the Market Research Society so that they do not offend consumers or customers. On the Kellogg’s website they say, ‘Kellogg approaches our communications on the Internet with respect for, and commitment to, individual privacy rights, and concern and respect for the various sensibilities of our consumers.’ By market research, the company can then decide what is suitable for their specific customers and suit their needs and wants. Kellogg’s care about personal privacy and recognize their responsibility to their customers. By keeping customer information secure, the company is abiding by the Data Protection law. Kellogg’s cares about the safety and security of your credit card transactions or shareholder information and uses Secure Sockets Layer when providing credit card or other similar sensitive personal information to them online. This assures users that their information is safe. Kellogg’s have to use the Data Protection Act otherwise it is against the law. Kellogg’s say ‘Kellogg will be used for the purpose for which it was provided or for the company’s internal marketing or product development purposes, and will not be sold or provided to third parties outside of the Kellogg family of companies for their marketing purposes without your permission’ This also assures customers that their information that they gave, is protected and secure within the business