Transcript The Ethics of Advertising Research

The Ethics of Advertising
Research
Purpose
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To promote understanding of the ethical
principles and practices in advertising
research
Ethics Defined
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The moral principles and values that
govern the actions and decisions of the
advertising researcher
Ethical Principles in Research
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Autonomy
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Nonmaleficence
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Respect for the values and decisions of the
researcher
Not intentionally inflicting harm to another person
Beneficence
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The obligation to remove existing harms and to
confer benefits on others
Ways The Principles are Exercised –
Participant Rights
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Informed consent/disclosure
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What is being asked from participants
How long will it take
What will be done with the data
Voluntary-nature disclosure
Duration of participant commitment
Ways Principles Apply to
Researchers
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Participant Rights
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Withdrawing from study
Avoiding participant mistreatment
Minimize deception
Ensure confidentiality of responses
Right to privacy disclosure
Special considerations: CHILDREN
Research on Children
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Child’s rights above all else
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Absolutely NO physical or psychological harm
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Coercion must be avoided
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Written consent must come from the primary
guardian
Ways Principles Extend to Clients
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Recommending appropriate research
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Maintaining confidentiality/proprietary
standards
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Presentation of findings should be
straightforward, non-misleading
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Disclosure and prior approval of project
changes
Ways Principles Extend to
Research Suppliers
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Calls for supplier bids/proposals must be
genuine
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Bid process should not be a cover for “idea
plagiarism”
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False promises to get a lower price
Ways Principles Extend to Society
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Complete reporting of data and findings
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Proper interpretation of findings
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Data reported should adhere to sound, objective
standards
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Research should not be a front for something else