Masters, T. (2013). Milgram, Stanley (1963) "Behavioral Study of Obedience," Journal of Abnormal Social Psychology, 67, 371-378. Joan E. Sieber New York, NY: Springer-Verlag, 191-207. Thus, it might be best to observe them unobtrusively; it is less likely to cause any inconvenience or discomfort. Just as the marketing concept revolves around the customer, so too should consumer research focus on the welfare of the respondent. For example, ethnographic reports (e.g., Wallendorf and Arnould 1991), in-depth interviews (e.g., Schouten 1991), and field research (e.g., Belk, Wallendorf and Sherry 1989)-all well established research methods in other disciplines-have been used to explore new content areas in consumer research. Some companies sell information they have gathered on customers to outside companies. Learning how other consumer researchers have confronted these difficult issues would be helpful for future research purposes and would contribute toward development of additional guidelines. 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. There are four main areas that come up regularly. Hence, the broadened domain of consumer research makes it necessary to look beyond marketing guidelines alone for prescriptions to ethical questions. Hirschman (1993) provides an interesting perspective on this notion in a study examining feminism. Research Wonks, the premier industry forum for professionals in media and advertising research, analytics and data science, today announces its inaugural event, Ad Measurement NEXT, sponsored by DISQO. You will learn about the definition of research ethics, the main issues of ethics in research and their examples. It would be a sad irony if, while striving to make a positive contribution, consumer researchers ethically violate the society they are attempting to improve. Ethical Issues in Market Research. Other ethical issues-such as confidentiality and deceptionre-levant to current research were also addressed in early literature on marketing ethics (Tybout and Zaltman 1974). Ethical practices in marketing research will create effective answers for your organization’s questions and build trust and credibility with your employees, clients, and stakeholders. Just as the marketing concept revolves around the customer, so too should consumer research focus on the welfare of the respondent. Reamer, Frederic G. (1979), "Protecting Research Subjects and Unintended Consequences: The Effect of Guarantees of Confidentiality," Public Opinion Quarterly, 43 (Winter), 497-506. 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. However, the use of deception in the field poses a different set of issues. Below is a table that shows how marketing professionals responded to a survey on the most difficult ethical issues … If a researcher is engaging in research that might uncover such information, alerting his/her department chair prior to the probability is advisable. Assuming and maintaining respondent confidentiality on even sensitive topics is fairly straightforward; withholding illegal information is an entirely different matter. Confidentiality means that although the researcher knows who the respondent is, identity or information shared within the research context will not be revealed. If a researcher is engaging in research that might uncover such information, alerting his/her department chair prior to the probability is advisable. . 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. Belk, Russell W., Melanie Wallendorf, and John F. Sherry (1989), "The Sacred and the Profane in Consumer Behavior: Theodicy on the Odyssey," Journal of Consumer Research, 16 (June), 1-38. Blair, Ed, Seymour Sudman, Norman M. Bradburn and Carol Stocking (1977), "How to Ask Questions About Drinking and Sex: Response Effects in Measuring Consumer Behavior," Journal of Marketing Research, 15 (August), 316-321. Particularly when researching illegal activities or behaviors that might encourage illegal acts, protection of respondent confidentiality becomes an even thornier dilemma. Second, good research design entails anticipating outcomes: ethical questions arising in the research process should be no exception. When In Doubt: Pre-Test. The authors surmised that previous experience with deceptive research practices may have resulted in experienced subjects less willing to be honest in subsequent research. However, the changing context of current consumer research raises new implications for both of these issues. As a result, consumer researchers have actively begun examining social issues such as drug addiction (Hirschman 1992), illicit drug consumption (Rose, Bearden and Teel 1992), homeless people (Hill 1992), and compulsive buying (O'Guinn and Faber 1989). 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