Market research, which includes social and opinion research, is the systematic gathering and interpretation of information about individuals or organisations using the statistical and analytical methods and techniques of the applied social sciences to gain insight or support decision making.
Codes of conduct and practice provide the ethical basis of research. Since the 1940's protect the rights of respondents, and maintained the integrity and professionalism of the sector.
Efamro represents the interests of market, social and opinion research in Europe. Its members are national trade associations for research businesses. Efamro was founded in 1992.