Mike Rothschild, Provo, UT: Association for Consumer Research. Steiner (1976) noted that prejudices against marketing date back as far as ancient Greece. become sick, you have to conduct research on individuals, not on groups,” the researchers say. Blankenship, A.B. Hill, Ronald Paul (1993), "A Primer for Ethnographic Research With a Focus on Social Policy Issues Involving Consumer Behavior," in Advances in Consumer Research, Vol. Ethics in Marketing Research! O'Guinn, Thomas C. and Ronald J. Faber (1989), "Compulsive Buying: A Phenomenological Exploration," Journal of Consumer Research, 16 (September), 147-157. Failure to abide by the Code may result in a range of sanctions, including publicized expulsion from the association. (1962), "A Dissonance Theory Approach to Defensive Projection," Journal of Abnormal and Social Psychology, 64, 121-129. ADVERTISEMENTS: Ethics in Marketing Research! In general, ethical marketing is a process through which an organization or a company sells its products and services by using the fair means of ethical … Picture this: As a diligent consumer researcher, you have taken the plea for socially responsible consumer research to heart and are studying people who overspend. Schouten, John W. (1991), "Selves in Transition: Symbolic Consumption in Personal Rites of Passage and Identity Reconstruction," Journal of Consumer Research, 17 (March), 412-425. Ethical News (non Marketing) December 4, 2020 Stuart Mitchell 0 Alzheimer’s Research UK partners with global leaders including Bill Gates to revolutionise detection of neurodegenerative diseases Companies have an unprecedented ability to collect, store and match information relating to customers that can infringe on a person's right to privacy. Jane Sojka, Washington State University First, it is important that consumer researchers address ethical issues within the discipline before outsiders-such as the government, or university administrations-address them (Twedt 1963). (1964), "Some Aspects of Ethics in Marketing Research," Journal of Marketing Research, 1 (2), 26-31. One of the most serious ethical considerations involved in market research is invasion of privacy. Consider the Cost/Benefit of the Research Project. For example, researchers could ask addiction counselors (many of whom are recovering addicts) how they would feel if a researcher reported on an AA meeting. Ethical Issues in Market Research What are the kind of things we, as consumers, are worried about? Hill, Ronald Paul (1992), "Homeless Children: Coping With Material Losses," Journal of Consumer Affairs, 26 (2), 274-287). Marketing research Table of content Introduction Historical context of ethical issues in marketing Potential for harm and conflict Code of Ethical Conduct Ethical problems Ethics & Research Publication Framework for EDM Conclusion Sources Introduction Research Ethics is of growing importance. : Social Science, Privacy and Ethics. Also encouraging ethical research practices, the first volume of The Journal of Marketing Research devoted space to an article addressing ethical concerns in marketing research (Blankenship 1964). (1963), "Selection of a Target for Defensive Projection," Journal of Abnormal and Social Psychology, 66, 318-324. Belk, Russell W. (1987), "ACR Presidential Address: Happy Thoughts, in Advances in Consumer Research, Vol. Alexander, Lois (1983), "Proposed Legislation to Improve Statistical and Research Access to Federal Regulations," in Solutions to Ethical and Legal Problems in Social Research, eds. Chicago, IL: Holt, Rinehart and Winston. But just because the marketing arm of an organization doesn’t get as much attention as the finance group, does not mean marketers have free reign. Ethical Issues in Marketing. Assuming and maintaining respondent confidentiality on even sensitive topics is fairly straightforward; withholding illegal information is an entirely different matter. think about issues that arise when research involves human or animal subjects While anyone may attend an AA meeting as an addict, feelings and experiences revealed by participants within the context of a chapter meeting are to remain anonymous; the use of any information requires participants' permission (Bissell and Royce 1987). HISTORICAL CONTEXT OF ETHICAL ISSUES IN MARKETING. Indeed this program of research served as an impetus for psychologists to confront many of the ethical issues now before consumer researchers. Rather, by posing as a "watch queen," he was able to become part of the group and publish new insights into homosexual behavior. Van Maanen's (1983) field work on police activities, for example, resulted in court subpoena requesting his field notes. Kelman rightly noted that for many persons in this age group, sexual identity is a sensitive issue; self-doubts raised by this experiment could cause lingering effects on the participants in spite of adequate debriefing. A more radical form of assuring confidentiality offered by Adler and Adler (1993) involves self-censorship on the part of the researcher. Chicago, IL: Aldine. Field work and in-depth interviews usually require interviewing or observing participants on more than one occasion; hence, subjects are viewed less as a sample population and considered co-workers in the investigation of a research question. He lamented that there are still "large numbers of vociferous critics who see nothing good in a field that tries to figure out, among other things, how to influence 10-year olds to demand something they do not need and cannot even use" (Farmer 1987, p. 111). The effect of both topic and method expansion in consumer research is that researchers are becoming closer-in terms of intimacy as well as physical proximity-to their respondents. In addition to including social issues, consumer researchers have also begun to utilize a wide cadre of research methods relatively new to our discipline. Business ethics (also known as corporate ethics) is a form of applied ethics or professional ethics that examines ethical principles and moral or ethical problems that arise in a business environment. By examining how other researchers have handled ethical elements in their work, consumer researchers will begin questioning ethical implications of their own research. Furthermore, the success of non-survey research-such as participant observation, field work, and interviews-is largely based on trust between researcher and respondent. It is very important to have ethics in marketing research because everyone involved from the clients and the public to the respondents and the researchers all have rights and obligations. At the conclusion of each taped interview, the tape was dropped in a mailbox and sent to a researcher in Canada to be transcribed and analyzed; thus keeping the raw data out of reach of a U.S. subpoena. Knerr, Charles R. (1982), "What to Do Before and After a Subpeona Arrives," in The Ethics of Social Research: Surveys and Experiments, ed. Market researchers have an ethical obligation to conduct research objectively, so that available data allows for the development of a balanced or reality-based picture. According to the law, you must report child abuse; at the same time you have promised your respondent confidentiality in return for his willingness to share sensitive information. Will subjects alter their behavior as a result of a non-deceptive investigation? While empirical researchers are always careful to publish 'p' values establishing the "significance" of their results, ethical considerations should be of equal importance. Sawyer, Alan G. (1975), "Demand Artifacts in Laboratory Experiments in Consumer Research," Journal of Consumer Research, 1 (March), 20-30. What do you do now? Business ethics (also known as corporate ethics) is a form of applied ethics or professional ethics that examines ethical principles and moral or ethical … Some social science researchers maintain that deception is necessary to further the progress of science. Robert F. Boruch and Joe S. Cecil, New York, NY: Academic Press, 273-292. 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