2- 1 Ethics:Ethics: may be defined as a field of inquiry in to what behaviors are deemed appropriate under certain circumstances as prescribed by codes.

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Presentation transcript:

2- 1 Ethics: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 determinesSociety determines what is ethical and not ethical. Ethics and Marketing Research

2- 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

2- 3 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.orgmra-net.org Ethical Issues Arise in Many Aspects of Marketing Research cont.

2- 4 DeontologyDeontology: is concerned with the rights of the individual. If the rights of the individual are violated, then the behavior is not ethical. TeleologyTeleology: 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. Your Ethical Views are Shaped by Your Philosophy

2- 5 Other Marketing Research Organizations having Codes of Ethics are:Other Marketing Research Organizations having Codes of Ethics are: Council of American Survey Research Organizations (CASRO) See: CASROCASRO MRIA (Canada) See: mria-arimmria-arim ESOMAR (Europe) See: esomaresomar Ethical Behavior in Marketing Research

2- 6 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 Codes of Ethics: Some Issues

2- 7 Ethical Issues With Respondents 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

2- 8Panels Marketing research companies are making greater use of panels Recruiting respondents who agree to participate in future studies Panel EquityPanel Equity, the value of having access to a large number of consumers willing to cooperate in studies, will increase in the future