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Ethics in marketing research
Introduction.
Ethical issues in Business research
Rights of the client.
Issues involving the rights of the
 researcher.
Ethical issues involving the
 protection of researchers & team
 members.
Corporate espionage.
Introduction
 Though there is rule of thumb concerning
  what is right or wrong with regards to
  research.
 The conduct of the research process
  that violates the rights of any of the
  several parties related to research
  project.
Ethical issues in Business research
 Ethics can be defined as norms or standards
  of behavior that guide us to make moral
  choices concerning behavior & relationships
  with others.
 The goal of ethics in research is to ensure
  that no one is harmed by adverse effects of
  research.
 There are five different entities are
  affected by the research process, i.e.-
 The society
 The respondents
 The client
 The researchers
 The research profession
Ethical issues in Business research

Ethical treatment of public:
 The right to be informed of critical
  research.
 The right to expect objective research
  results.
  Ethical issues in Business research
 Issues involving          Right to informed
  protection of
  respondents:              Right to choose
 Use of a ‘Marketing
  research’ guise to sell
                            Right to anonymity
  products                   & confidentiality
 Use of research to        Right to safety
  obtain information for
  sales leads or            Right to privacy
  opportunity to pitch a    Abuse of
  sales presentation.
 Telephone & personal       respondents
  interviews mail
  surveys used to
  generate sales lead.
  Rights of the client
 Protection of anonymity & confidentiality
  of client.
 Right to quality research.
 Avoiding unnecessary research.
 Protection against misleading presentation
  of data.
 Protection against abuse of position.
 Issues involving the rights of the
 researcher
 Protection against improper solicitation
  of proposals.
 Protection against disclosure of
  properties of information/technology.
 Misrepresentation of findings.
 Excessive requests
 Reneging of promises.
 Availability of funds.
 Right to expect ethical subject behavior.
Ethical issues involving the protection
of researchers & team members
 Professionalising research leads to evolving
  of effective codes i.e.-
 Regulative
 Protect public interest
 Specific & enforceable
 Use of accepted research procedures
 Certification
 Inappropriate use of marketing research
  techniques.
 Ethical behavior of assistants.
Corporate espionage
 Corporate espionage refers to observations of
  activities or products that the competition
  takes reasonable care to conceal from public
  knowledge.
 Techniques such as electronic eyes dropping,
  bribing competitors employees, sifting through
  garbage, hiring away competitor’s employee to
  learn their future plans/secrets.
 Many of these are unethical. Espionage by
  competitors has led many firms to engage in
  elaborate security system (internal or external).
Thanks
By: Sandeep Saxena
    Faculty member marketing
   HQ, Hyderabad

				
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posted:9/15/2012
language:English
pages:11