Transcript Ethics and Marketing Research

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.
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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
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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
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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.
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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
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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
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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
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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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