Ethics in marketing research by wuyunqing


									            Ethics in marketing research

   Professionalism and ethics
        Contact with the public
        Emphasis on profit
   Duties and obligations of researchers
        Market Research Society (
   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
              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

To top