THOUGHT FOR THE DAY

Ethics

“Ethics is knowing the difference between what you have a right to do and what is right to do. ” - Potter Stewart

TOPIC OF THE DAY

Ethics in Marketing Research

Abstract :

This article addresses the growing concern over violation of research ethics in marketing, in particular rights of human subjects in fieldwork, notably the right to informed consent; right to privacy and confidentiality; and right not to be deceived or harmed as a result of participation in a research. The Article highlights the interaction of the three main parties involved in most marketing research: the sponsoring organization (client or user), researcher, and participant in the survey, focusing on researcher's ethical responsibilities in interacting with human subjects in surveys.

Ethics in Marketing Research

Introduction: Today, it is far too easy to begin practicing marketing research. But unethical research practice relying on poor information to make major decision has resulted in loss of market share, reduction in profits, and, in some cases, bankruptcy.


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