Question

Debate whether there are any ethical issues to this system of mechanical observation in market research? Give reasons for your position.

Answer 1

I am of the opinion that there were no ethical issues related to using mechanical observation for market research. Here the only difference is that machines or mechanical equipment are used instead of humans for the process of observation. The machine used for mechanical market research includes psycho-galvanometer, eye camera, laser scanners, etc. I think there are many advantages associated with mechanical observation in market research. First of all, the respondents are unaware that they are becoming a part of the research, so their original reactions can get using mechanical observation. Another point is that in human observation, the results of the observation may be biased according to the attitude and prejudices of the observer. When it comes to the cost and time, the cost of the human observation method is very high and also it is time consuming. But in the case of mechanical observation the initial cost will be high but running cost is very low and also it is time saving. A human observatory method can lack qualitative richness and depth but while using a mechanical observation, the quality and depth remain unchanged from the first to the last respondent. While using the mechanical observation, the records of the process are automatically get stored and can be kept for future use, but if it is human observatory methods the records of the observation purely depends upon the attitude of the observer. The only issue related to the mechanical research is that we are collecting information without the consent of the respondents. But this enhances the quality and end result of the research.