marketing research
DESCRIPTION
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. - PowerPoint PPT PresentationTRANSCRIPT
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Marketing Research
Marketing Research: Ethical Issues
Dr. Zafer Erdogan
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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
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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
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Rights and Obligations of the Respondent
• The obligation to be truthful
• Privacy
• Deception
• The right to be informed
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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
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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
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Advocacy Research
• Research to support a specific legal claim
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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