Download m310_ethics_v1 - NMSU College of Business

Ethical Dilemmas
Ethical Issues
• Philosophical questions
• Societal norms
• Codes of behavior
Rights and Obligations of the
Respondent
• The obligation to be truthful
• Privacy
• Deception
• The right to be informed
Rights and Obligations of the
Researcher
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The purpose of research is research
Objectivity
Misrepresenting research
Protect the right to confidentiality of both
subjects and clients
• Dissemination of faulty conclusions
• Advocacy research
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
Pseudo-Pilot Studies
• The researcher is told that the study is the
first of many in a more comprehensive
study
Managing Research Ethics
To review some unethical practices
found among marketing research
suppliers.
Ethics:
Moral principles or values generally governing the conduct
of an individual or group.
Not a one-way relationship.
Research Supplier Ethics
• Low-ball Pricing
• Underpaying Field Services
• Lack of Objectivity
Managing Research Ethics
To examine unethical practices
among research suppliers, clients,
and field services.
Abuse of Respondents
•Most common problem: lengthy interviews
•Refusal rate now averages 60 percent.
• Selling Unnecessary Research
• Violating Client Confidentiality
Research Client Ethics
• Issuing Bid Requests When a Supplier Has Been
Predetermined
• Obtaining Free Advice and Methodology Via Bid
Requests
Managing Research Ethics
To examine unethical practices
among marketing research field
services.
• Making False Promises
• Unauthorized Requests for Proposals
Field Service Ethics
• Overreporting Hours Worked
• Falsifying Data
• Use of Professional Respondents
Managing Research Ethics
To examine unethical practices
among marketing research field
services.
Data Collection Code of Ethics
• Accuracy of statements given to respondents to
secure cooperation.
• Protection of respondent anonymity
• Respect for the respondent’s right to refuse
cooperation.
• The need for parental consent before interviewing
children.
• Treating respondents with respect and not attempting
to influence responses.
Managing Research Ethics
To become familiar with respondent’s
rights.
Respondent Rights
• The Right to Choose to Participate
• The Right to Safety
• The Right to be Informed
• The Right to Privacy
Ethics and Professionalism
To discover methods by which the
level of professionalism in marketing
research can be raised.
A marketing researcher accepts personal responsibility
for:
1. Employees’ needs and desires and the long-range
best interests of the organization.
2 People directly affected by company activities and
their long-range goodwill and best interests.
3. Social values and conditions for society at large that
provide values, sanctions, and a social structure that
enables the company to exist..
Ethics and Professionalism
To discover methods by which the
level of professionalism in marketing
research can be raised.
Indications of a Lack of Professionalism in the
Research Industry
• Push Polls
• Sales Pitches Disguised as Research
Fostering Professionalism
Marketers that most need to think, believe, and behave as
professionals are those in marketing research.
Ethics and Professionalism
To discover methods by which the
level of professionalism in marketing
research can be raised.
The Efforts of CASRO
• Sponsored several symposia that deal with ethical
issues in survey research.
• Worked with other groups to provide input to
legislatures considering antimarketing research
legislation.
Is There a Need for Researcher Certification?
Certification:
Not a license.
Ethics and Professionalism
To discover methods by which the
level of professionalism in marketing
research can be raised.
License:
A mandatory procedure administered by
government.
Certification:
A voluntary program administered by a
nongovernmental body that provides a credential for
differentiation in the marketplace.
Summary
• What Do Clients Want From a Research Department or
Research Supplier?
• Managing The Research Process
• Managing Research Ethics
• Ethics and Professionalism