Question

Under what circumstances is it ethical, if ever, to use consumer information in marketing research? Explain why you consider it ethical or unethical.

Answer 1

Consumer information for marketing research may be consider ethical under the following circumstances:

1. If the data is used for a mere representation purpose without using any reference of the people involved.

2. If the data used is for the benefit of the society as a whole and individual reference is avoided.

3. Generalized data used used to express consumer opinion as a whole.

4. If before collecting the data, the consumer is made aware that those might be used, either to attract more customer or for marketing or other purpose, but no individual represenatation would be made.

5. If the consumer is compensated properly before making the data public and with their consent.

Consumer information used in the above cases is considered ethical because in none of the above cases, consumer is cheated or their trust is broken. Also, in these cases, without the consumer's consent, no data is used or referenced in any manner. Also, to note that, the consumer should be aware that their response might get recorded and may get used in future for general representation purpose and without any reference to any particular individual.