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AMRO- the Association of Market Research Organisations - was formed in 1984 as an industry group to help promote consistently high industry standards and to help ensure the maintenance of the public's good will.
AMRO member companies co-operate in compiling industry data, establishing professional and ethical standards for the industry and in communicating with the users of research as well as the general public.
Since the early 1980's the level of market research activity in New Zealand has sharply increased to the point where - per head - New Zealanders are among the most researched individuals in the world.
Any efficient economy requires a free flow of market information and there is a compelling argument for market research as a vital practice which contributes to the economy. Nevertheless the ongoing effectiveness of market research depends upon the quality of research standards, and the goodwill of those members of the public whose attitudes and behaviours are the subject of research.
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