Question

Write a brief report (2 pages) on the ethical problems faced by marketing researchers. What actions can be taken to reduce the ethical problems faced by marketing researchers?

Answer 1

The study of ethics in research, and general business for that matter, is of marketing influence. Therefore, it is important to understand the basics of ethical research and its effects on marketing research. Moral conflict occurs when a person believes that his duties and responsibilities towards one group are inconsistent in his duties and responsibilities towards another group (including one's own). The person should then try to resolve these conflicting obligations. This is especially important if your research involves interactions with members of the professions or the general community that serve as participants (i.e. respondents) in your research. It is easy for companies to connect directly with customers and collect personal information that goes into computer databases and can match other pieces of data collected during unrelated transactions.

Marketing research has encountered some issues with the extensive use of the Internet and the popularity of social networking. Researchers are becoming closer to intimacy - including physical closeness - to their respondents. Ethical problems are relationship problems. That is, ethical dilemmas only occur when a person interacts with other people. For instance, a consumer goods marketing co-operation director inscribed conflict between his own concerns for fair research and pressure from management for research that would support a demanding decision. A researcher has the duty to treat the respondents impartially and obtain specific, honest information in a research study. The problems are:

• Research Integrity - The intentional production of dishonest or at least completely honest research
• Dealing with Outside Customers - Conflict between Company Interests and Customer Interests
• Confidentiality - The researcher must be fair to the competitor and what is best for their company.
• Social issues and marketing mix - balancing the interests of society with the interest of the company in terms of product decisions or advertising decisions.
• Personal decision - how to balance responsibilities
• Treating respondents appropriately - protecting individual pieces of information and anonymity of defendants. Balance the interests of the defendant against the interests of the company.
• Informed Consent- Ensure that potential participants fully understand what they are being asked to do and inform them of any possible negative consequences of such participation.

Market research has experienced some problems with the widespread use of the Internet and the popularity of social networking. Marketing researchers aim to have an ethical obligation to conduct research ethically. The most difficult ethical problem encountered by marketing researchers is to sustain the sincerity of their own research works. There are other ethical dilemmas are associated with marketing research, but the issues of sustaining fundamental research honesty dominate the most.
Therefore, it is necessary for research departments and agencies to review the code of conduct and update them continuously. Potential respondents should have complete knowledge before participating in your research. Consent Form - Audio/videotaping, or conducting a focus group, not only using the information sheet, but also a response prompt consent form. There is a greater emphasis on what the respondents agree to do and that they perceive any possible negative consequences. Collecting online data from a blog or chat site that discusses aspects of a company or brand. This can be seen as private communication. Such information gathering should be completely avoided by marketing researchers.