marketing research
Post on 30-Dec-2015
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Marketing Research
Marketing Research: Ethical Issues
Dr. Zafer Erdogan
Ethical Issues in MR
• They are Philosophical questions
• Societal norms-codes of behaviour adopted by
a group
• Codes of behavior-suggest what a member of
group should do under given circumstances
Three Parties involved in MR
Subject’s Rights
Subject’s Rights Client’s Rights
Client’s Obligations
ClientResearcher
Client’s Obligations
Subject
Subject’s Obligations
Researcher’s Rights
Researcher’s Obligations
Researcher’s Obligations
Researcher’s Rights
Rights and Obligations of the Respondent
• The obligation to be truthful
• Privacy
• Deception
• The right to be informed
Rights and Obligations of the Researcher
• The purpose of research is research
• Objectivity
• Misrepresenting research
• Protect the right to confidentiality of both subjects and clients
• Dissemination of faulty conclusions
• Competing research proposals
Rights and Obligations of the Client Sponsor (User)
• Ethics between buyer and seller
• An open relationship with research suppliers
• An open relationship with interested parties
• Privacy
• Commitment to research
• Pseudo-pilot studies
Advocacy Research
• Research to support a specific legal claim
A Final Note
• No question that there are unethical researchers
• Sometimes good researchers take short cuts
• As most business people, researchers are generally ethical people
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