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Mr8 ms10

  1. 1. Ethical Issues in Marketing research Lecture - 8 Hamendra Dangi [email_address] 9968316938 H Dangi, FMS
  2. 2. Session Break Up <ul><li>Ethical Issues </li></ul><ul><li>Class activity </li></ul>H Dangi, FMS
  3. 3. Ethics :Defined <ul><li>Ethics are norms or standards of behavior that guide moral choices about our behavior and our relationships with others. </li></ul>H Dangi, FMS
  4. 4. Video File : Ethics H Dangi, FMS
  5. 5. Deception <ul><li>Deception occurs when the participants are told only part of the truth, or when the truth is fully compromised. </li></ul><ul><li>There are two reasons for deception: </li></ul><ul><li>To prevent biasing the participants </li></ul><ul><li>To protect the confidentiality of a third party </li></ul><ul><li>Deception should not be used to improve response rates. </li></ul><ul><li>When possible, an experiment or interview should be redesigned to reduce reliance on deception. </li></ul>H Dangi, FMS
  6. 6. Informed Consent <ul><li>Securing informed consent from respondents is a matter of fully disclosing the procedures of the proposed study or other research design before requesting permission to proceed. </li></ul><ul><li>It is always wise to get a signed consent form when: </li></ul><ul><li>Dealing with children </li></ul><ul><li>Doing research with medical or psychological ramifications </li></ul><ul><li>There is a chance the data could harm the participant </li></ul><ul><li>If the researchers offer only limited protection of confidentiality </li></ul><ul><li>For most business research, oral consent is sufficient. </li></ul>H Dangi, FMS
  7. 7. Debriefing Participants <ul><li>Debriefing involves several activities following the collection of data: </li></ul><ul><li>Explanation of any deception. </li></ul><ul><li>Description of the hypothesis, goal, or purpose of the study. </li></ul><ul><li>Post-study sharing of results. </li></ul><ul><li>Post-study follow-up medical or psychological attention. </li></ul>H Dangi, FMS
  8. 8. Rights to Privacy <ul><li>Once the guarantee of confidentiality is given, protecting that confidentiality is essential. </li></ul><ul><li>Obtain signed nondisclosure documents. </li></ul><ul><li>Restrict access to participant identification. </li></ul><ul><li>Reveal participant information only with written consent. </li></ul><ul><li>Restrict access to data instruments where the participant is identified. </li></ul><ul><li>Do not disclose data subsets. </li></ul>H Dangi, FMS
  9. 9. Right to Quality Research <ul><li>An important ethical consideration for the researcher and the sponsor is the sponsor’s right to quality research. This right entails: </li></ul><ul><li>Providing a research design appropriate for the research question. </li></ul><ul><li>Maximizing the sponsor’s value for the resources expended. </li></ul><ul><li>Providing data-handling and –reporting techniques appropriate for the data collected. </li></ul>H Dangi, FMS
  10. 10. Ethical issues at all stages of the research process H Dangi, FMS
  11. 11. CLASS ACTIVITY <ul><li>You are working as Management Trainee with leading News Channel. Currently you are working in MR Dept and in the final stage of data analysis to determine viewers preferences for proposed new channel. You are being offered Asstt Manager position with better perks in major competitive channel. They are also planning to launch a new channel and want to conduct research. They are insisting to share information and knowledge of previous research? What you would do in the given situation </li></ul>H Dangi, FMS