To use qualitative research procedures only for legitimate research purposes, and not, for example, as a ruse for product promotion. To treat respondents with respect and consideration, and at all times to conduct themselves in such a manner as to reflect favorably on the profession which they represent. Consultants should be sensitive to possible conflicts of interest in accepting research assignments. When Consultants have doubts as to the ethical propriety of accepting a given project, it is best practice to discuss the issue openly with the client. Cost estimates presented to clients should be honestly prepared.
Consultants are under no obligation to show clients sample reports or tapes.
It is improper to present such materials to a prospective client unless permission has been received from the client for whom the project was initially conducted. Consultants should not accept assignments in a category where personal bias might affect the conduct and analysis of the research, without at least discussing that bias with the client. Consultants should satisfy themselves that they understand and can fulfill the research needs of the client before accepting an assignment. Any questions or ambiguities should be clarified in advance. Consultants should not embark on recruiting or other billable work without express client authorization.