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Ethics and Marketing Research

Explore the importance of ethics in marketing research, including ethical issues that arise, the influence of personal philosophy, and codes of ethics established by industry organizations. Learn about ethical behavior towards clients, suppliers, the public, and survey respondents, as well as future trends in panel recruitment.

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Ethics and Marketing Research

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  1. Ethics and Marketing Research • Ethics:may be defined as a field of inquiry in to what behaviors are deemed appropriate under certain circumstances as prescribed by codes of behavior that are set by society. • Society determines what is ethical and not ethical.

  2. Ethical Issues Arise in Many Aspects of Marketing Research • Marketing researchers should not work for competing clients • Marketing researchers should not divulge any aspects of the research to third parties

  3. Ethical Issues Arise in Many Aspects of Marketing Research cont. • Marketing researchers should not suggest research that is not needed by the client • Take a look at the MRA’s Code of Ethics at mra-net.org

  4. Your Ethical Views are Shaped by Your Philosophy • Deontology: is concerned with the rights of the individual. • If the rights of the individual are violated, then the behavior is not ethical. • Teleology: analyzes a particular behavior in terms of its benefits and costs to society. • If there are individual costs, but group benefits are greater, then there are net gains and the behavior is judged to be ethical.

  5. Ethical Behavior in Marketing Research • Other Marketing Research Organizations having Codes of Ethics are: • Council of American Survey Research Organizations (CASRO) See: CASRO • MRIA (Canada) See: mria-arim • ESOMAR (Europe) See: esomar

  6. Codes of Ethics: Some Issues • Sugging • Frugging • Misrepresentation and omission of pertinent research data • Treating clients, suppliers & the public unfairly • Respondent Fairness See CMOR’s Rights of the Survey Respondent: • cmor.org

  7. Ethical Issues With Respondents • Respondent cooperation has been going down • Marketing researchers should: • Eliminate or keep deception to a minimum • If promised, guarantee anonymity or confidentiality • Fight invasions of privacy such as telemarketing and SPAM

  8. Panels • Marketing research companies are making greater use of panels • Recruiting respondents who agree to participate in future studies • Panel Equity, the value of having access to a large number of consumers willing to cooperate in studies, will increase in the future

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