Marketing Research Marketing Research: Ethical Issues Dr. Zafer Erdogan.

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Presentation transcript:

Marketing Research Marketing Research: Ethical Issues Dr. Zafer Erdogan

Ethical Issues in MR They are Philosophical questions Societal norms- codes of behaviour adopted by a group Codes of behavior- suggest what a member of group should do under given circumstances

Three Parties involved in MR Subject’s Rights Client’s Rights Client’s Obligations ClientResearcher Client’s Obligations Subject Subject’s Obligations Researcher’s Rights Researcher’s Obligations Researcher’s Obligations Researcher’s Rights

Rights and Obligations of the Respondent The obligation to be truthful Privacy Deception The right to be informed

Rights and Obligations of the Researcher The purpose of research is research Objectivity Misrepresenting research Protect the right to confidentiality of both subjects and clients Dissemination of faulty conclusions Competing research proposals

Rights and Obligations of the Client Sponsor (User) Ethics between buyer and seller An open relationship with research suppliers An open relationship with interested parties Privacy Commitment to research Pseudo-pilot studies

Advocacy Research Research to support a specific legal claim

A Final Note No question that there are unethical researchers Sometimes good researchers take short cuts As most business people, researchers are generally ethical people