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Research Ethics in Applied Marketing Research
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Research Ethics in Applied Marketing Research



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



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    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)