VIEWS: 13 PAGES: 5 POSTED ON: 3/24/2011
Ethics in marketing research Professionalism and ethics Contact with the public Emphasis on profit Duties and obligations of researchers Market Research Society (www.esomar.nl/codes) Carrigan, M. and Kirkup, M. (2001) The ethical responsibilities of marketers in retail observational research: protecting stakeholders through the ethical research covenant, International Review of Retail, Distribution and Consumer Research, 11(4), pp. 361-381. Ethics in marketing research Duties of researchers to respondents Deceptive practices Compromising anonymity Falsifying the research client Selling under the guise of research (sugging) Duty not to invade privacy Harris-Equifax study – 84% concerned about threats to privacy (1994) Ethics in marketing research Use of databases Sensitive and personal issues Duty to manifest concern for respondents „good business practice‟ Duties involving researcher and client ..witholding information, falsifying figures, altering research results, misusing statistics, ignoring important data, compromising research design, misinterpreting results…. Ethics in marketing research Ethics and competitor intelligence Chonko – fake job interviews, hiring students, posing as customers Kelloggs tours halted Hewlett Packard, “HP must be well informed of competitor developments…However HP may not attempt through improper means to acquire a competitor‟s trade secrets or other.. confidential information” Ethics in marketing research Improving marketing research ethics UK market research ethics Pallister, J, Nancarrow, C, and Brace, I. (1998) Navigating the righteous course: a quality issue, Journal of the Market Research Society, 41(3),pp327-43. Sugging 27% Stealing other ideas 12% Not safeguarding anonymity 12% Using professional respondents 12% Mystery shopping 10% 60% would consult MRS code Summary
"Ethics in marketing research"