• Save
Research Ethics in Applied Marketing Research
Upcoming SlideShare
Loading in...5
×
 

Research Ethics in Applied Marketing Research

on

  • 3,634 views

Slides for a lecture delivered by Dr. Kelly Page about Research Ethics in Applied Marketing Research

Slides for a lecture delivered by Dr. Kelly Page about Research Ethics in Applied Marketing Research

Statistics

Views

Total Views
3,634
Views on SlideShare
3,634
Embed Views
0

Actions

Likes
1
Downloads
0
Comments
0

0 Embeds 0

No embeds

Accessibility

Categories

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

    Research Ethics in Applied Marketing Research Research Ethics in Applied Marketing Research Presentation Transcript

    • Research Ethics Week 7 (1) Dr. Kelly Page Cardiff Business School E: pagekl@cardiff.ac.uk T: @drkellypage T: @caseinsights FB: kelly@caseinsights.com
    • Marketing Research Ethics
      • Key Components
      • Ethics are moral principles or values generally governing the conduct of an individual or group.
      • Ethics is not a one-way relationship as all parties are responsible for maintaining and fostering ethical standards and conduct.
      • Ethical Theories:
        • Deontology: following individual value & obligations to govern behaviour
        • Utilitarianism: Consequences of action & benefit to majority
        • Casuist: Comparative to past ethical dilemmas & outcomes
    • Ethics - Suppliers Should not:
      • Low ball pricing;
      • Underpay field services;
      • Allow bias/subjectivity;
      • Abuse respondents;
      • Mislead clients on costs, etc.;
      • Sell unnecessary research;
      • Violate client confidentiality.
    • Ethics - Clients Should Not:
      • Issue a bid when supplier has already been selected;
      • Solicit free advice under the guise of a bid request;
      • Make false promises to the researcher;
      • Request proposals without authorization;
      • Withhold information the research supplier needs.
    • Ethics - Field Service Should Not:
      • Use professional respondents;
      • Overlook properly validating the data;
      • Use others’ research as original work;
      • Overstate qualifications;
      • Provide staged references.
    • Participants Rights
      • The respondent (participant) has the right to:
      • Choose whether to participate in the research;
      • Be in a safe environment during the research;
      • Be informed as to what the research is about;
      • Be granted privacy of the research results if promised;
    • What do Clients Want?
      • Maintenance of client confidentiality;
      • Researcher honesty & integrity;
      • Punctuality - on time with results & meetings;
      • Flexibility - ability to change research direction;
      • Delivering against project specifications;
      • Providing high-quality output;
      • Is responsive to the client’s needs;
      • Has high quality-control standards;
      • Is customer oriented in client interactions;
      • Keeps the client informed throughout the project.
      The Top 10 List:
    • Lecture Summary
      • Marketing Research Industry Structure
      • Types of Marketing Research Firms
      • External Marketing Research Providers
      • Marketing Research Users
      • Marketing Research Ethics
      • Ethics - Suppliers Should Not:
      • Ethics - Clients Should Not:
      • Ethics - Field Service Should Not:
      • Respondents’ Rights
      • What do Clients Want?
      • Ethics and Professionalism
    • The content of this work is of shared interest between the author, Kelly Page and other parties who have contributed and/or provided support for the generation of the content detailed within. This work is licensed under a Creative Commons Attribution-NonCommercial-Share Alike 2.0 UK: England & Wales. http://creativecommons.org/ Kelly Page (cc)