Research Ethics in Applied Marketing Research


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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

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