Working group of German market and social research institutes

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The ADM Working Group of German Market and Social Research Institutes represents a trade association the interests of the private sector market and social research institutes in Germany.


The ADM was founded on June 20, 1955 in Würzburg as a working group for business market and sales research eV based in Bonn and entered in the register of associations on June 26, 1956. However, the history of the ADM goes back to the year 1949. On April 29, 1949, the working group for business market and sales research was established at the Nuremberg University of Economics and Social Sciences . Instrumental in this regard were Georg Bergler , Erich Schaefer , Jens H. Schmidt and Julius E. Schwenzner. In 1960, the association was named Arbeitskreis Deutscher Marktforschungsinstitute eV and on April 27, 1989, by a resolution of the general assembly, the name ADM Arbeitskreis Deutscher Markt- und Sozialforschungsinstitute eV , which is still in use today, belonged to the ADM 73 institutes in December 2015, which generate around 84 percent of German industry sales.

Structure, tasks and purpose of the association

The members see themselves as members of a consulting service profession. Your way of working corresponds to that of science and research. The ethical standards and their professional approach are derived from this. The institutes exclusively conduct research and therefore enjoy the right to freedom of research enshrined in the Basic Law for the Federal Republic of Germany.

Its main tasks include the representation of political interests, the fight against unfair competition and the self-regulation of market and social research through the development and implementation of professional principles, professional rules and quality standards.

The ADM is a registered association and has no commercial character. It is a professional organization and not an employers' association in a socio-political sense. The ADM has set itself the task of protecting the anonymity of the respondents, setting standards in cooperation with the clients of market research, working out terms and conditions, maintaining contact with the social science institutes of the universities and finding and implementing legal norms for them Participate in market and social research (e.g. in the area of ​​data protection).


Members are market research companies, each represented by an owner or managing partner or a member of the management or board of directors. The general assembly elects a board every 3 years, which consists of the chairman and two deputies.

The current board is composed of

  • Bernd Wachter (Chairman)
  • Sebastian Götte (Deputy)
  • Dr. Roland Abold (Deputy)

The chairmen of the ADM from its founding in 1955 to the present were Georg Bergler (1955–1956), Julius E. Schwenzner (1956–1965), Wolfgang Ernst (1965–1968), Emil Bruckert (1968–1974), Hans- Jürgen Ohde (1974–1977), Werner Ott (1977–1987), Hartwig Schröder (1987–1993), Klaus Haupt (1993–1999), Rudolf Sommer (1999–2002), Klaus L. Wübbenhorst (2002–2005), Hartmut Scheffler (2005–2017) and Bernd Wachter (since 2017).

Statutory goals

The objectives and tasks of the ADM specified in detail in the statutes are:

  • Preservation and promotion of the scientific nature of market and social research
  • Preservation of the public image of market and social research
  • Promoting public confidence in market and social research
  • Ensuring the anonymity of the respondents and data protection
  • Preservation and enforcement of professional principles
  • Protection of clients from inadequate investigations
  • Protect the public from inadequate publications
  • Fight against unfair competition
  • Connection to national and international organizations
  • Promotion of basic scientific research
  • Connection to the social science institutes at the universities
  • Promotion of the next generation
  • Advice and representation of the members in questions of the institute's practice
  • Publication of specialist literature
  • Promotion of mutual collegial understanding and behavior
  • Preparation of reports on questions of market and social research
  • Resolution of disagreements in all areas of market and social research

Professional law: professional principles and guidelines

The ADM draws up professional principles and guidelines that are considered to be a common practice and are therefore part of the professional code of German market research. The professional code is mandatory for all those who carry out or commission market and social research in Germany, regardless of association membership. It also binds foreign institutes and clients who carry out or commission research projects in Germany.

So far, the ADM, together with other associations, has issued the following guidelines and quality standards:

  • Guideline for the recording and observation of group discussions and qualitative one-on-one interviews (June 1995)
  • Guideline for observations during demoscopic surveys (August 1995)
  • Guideline on the special features of pharmaceutical market research (February 1996)
  • Telephone Interview Policy (April 1996)
  • Guideline for the publication of election research results (July 1997)
  • Guideline on the handling of address files and addresses in market and social research (October 1998)
  • Standards for quality assurance in market and social research (October 1999)
  • Online Survey Guideline (October 2000)
  • Quality assurance standards for online surveys (May 2001)

The individual guidelines on quality standards are available in both German and English.

Complaints Office: Council of German Market and Social Research

The ADM, the Arbeitsgemeinschaft Sozialwissenschaftlicher Institut eV and the professional association of German market and social researchers have set up a cross-association complaints office to which the German Society for Online Research is now also a member.

The task of the Council of German Market and Social Research eV is to ensure compliance with the professional principles and professional rules as set out in the Code and the guidelines, as well as the quality standards of German market and social research.

Anyone who, as a respondent, client or competitor, has reported behavior by a market and social researcher, a market and social research institute or a company or other institution active in the field of market and social research that contradicts the professional principles and ethical rules can turn to the council sees his rights injured. The Board of Appeal can be reached via the ADM website.

See also

Web links

Individual evidence

  1. Annual report 2015 ( Memento of the original from February 22, 2017 in the Internet Archive ) Info: The archive link was inserted automatically and has not yet been checked. Please check the original and archive link according to the instructions and then remove this notice. , Working Group of German Market and Social Research Institutes. Retrieved February 21, 2017 @1@ 2Template: Webachiv / IABot /