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1. BUSINESSRESEARCHMETHIJDSGiii:r:':,E?ltjt;lrr]*t-*fliiry
WILLIAMG.ZIKMUNO
0klahorrraStateUrliversit./
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I)r1'rlcrrI'russ
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IrortWorth Plrilltlclplriir S:rrrl)it,lio Nr.rvirrlt ()r'lirrrrloArrstirr
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ItliclrcluTonti;rk
EtlrlicDarvsorr
Lisd.lohnson
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Co111,li<litor llichacl()'Ncal
Prooh'elrlc.r trltlrreDvans
Cornlrosit<lr"lS I Olapltics
(ir,Pt'riglrtO ll)1)?,l1r9.l.lllr)t. ll)Sr-.ll)ri.ltry'l'hc D1'1,t1{.:nl)r'c{
All rights rcsen'cd. No plrt,rf this plblic:rrionmay be rcproduceclor transmitte<lin ani'form
ot'b1'lnl'means, includingphotocopy,rccor<ling,or irnyinformation storagean<lt'ctlievll s)'s
tcnr,l'ithout pcrnrissionin rtriting from thc publisher.
ns(prcstsfor pcrnrissionto nlirkccopicsuf lny p:rr1of [hc rvork shouldbe mlilcd to:
PcrnrissionDcpaltnrcrrt,llulcotrrt Br':rcr:.t Corrrplny,62?7Seu Harbor Drivc,
Orllnrlo. Floridr 32SS?-07??.
zlrlr/rc.ss/irr t)il itur inI Cor r':s1tottil t:trr:r:
'l'lrr:
f)t'vrlsrrl)r'css.iltll (:'rnl)r'r'cuStr',.,'t.Suitr,il?(X),lrrrrtWolt)r,'f X ?(iltl':l
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l-SU(1.;S:'{.t?$,ul l.sl}t}-.li?:l.l}t}{}l(in ["l,rrirlir]
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l.ibrlrr'1'of Ct'nglcssC:rtulug('irr,l Nurulrer':l,l;-Sil2l
l'r'irttcrlirttlrr,ilrritr:rlSt.:r(r.s,,frrrr,.ric;r
( i ? s l ) t ) I ' J : t . t ; 0 : t : ,l t s ? t i i . t : t ' . 1I
'l'hc
Dryrlcrrl)rcss
HirrcorrrtBr':rccCrrllugtI'trlrlislrcrs
Sirn.^nt(,nio

2. I To explain rvhy elhical qucs-
J
tions are philosophical
questions.
'h To dennesociebl nonns.
J .
3 To describe the three pa-rties
-
involved in most researcirsitu-
ations and discuss how tire in-
teraction among these parties
may identify a series of ethical
questiors.
. -
t To discuss the rights and oblig-
-
a[ions of the respondertt.
:
1 To d.iscussüre ri$rls and oblig-
-
aLionsof t}te researcher.
11To discuss the rights and oblig-
v
alions of the client sponsor.
) To take each of the tluee Par-
v
ties'perspectjvesand discuss
selectedissuessuch as deceP
tion, privacy, and advocacY
research.
To discusst-herole of codes of
J
e*rics.

3. C H A P T E R
B
T;
I)1c,su111,asof a firnr illtcrcst(:clin acqrriringin[orrnaLionr'cln<'<:r'nirrgrrrriorr
ncnlbcrs'atti(udes!orv:u'dnlanägemcrllput a lrirlderruricroplronr:(attaclre<l
t.oa lal)crccorder)irt Lhecrnploye(:s'('offe(,roonlso tlruttlretrrriorrnrt:rrrtrers'
-cortversat.ionslttiglrlbe <lbsen,cdunobtlusivclJ'.Is tlrcrea rrror:d(llr(:stionto
be rlecidcdhcre?
.A,naccounting researcherrvho ha-ssanrpled 100org:rrtizltiorrsin a .sun'(,.v
on CP.{finns'accountirrgpraclicesbelic,csthat.a particularCl', finrrin the
surplc is irrefficit:ntl1'ntanaged.ile discardsils clues{iortrr:rirt:s.clinrinrrting
the fit:n fronr thc alal-r'sis.Is this prollcr'?
A nunrbel of 'q51Coast rcsidenls bclir:r'etlral.rrationirltclt,lr'isir.rnrrr:rr.s
rrcLrtor'ksurukinge.ar1.vpro.iecliortsabout llrcsiderttialruccstlcfolc t.lrt:irloc:al
Jrollsclose lrirsart irny;a<'tort tlrcir :otin€ltrehavior;(:sl)e('i:lll.'lrrrnr.rrrt..r'c
earl.r'election1lrcr.jcctions an cLhicall)racti(:(,?
Tlre persorrnclruarragcrof a largebarrlttrit:slo l)clsrra(le;r tI's(::llcll(:r'l()
trnrlcnulica prt.r.jct'lrvilh "p<.rliticalpurllosr.s.-ls tlri.sirttlrt'orgrurizulion'sl)(:st
intc'rt-.st?
Eaclr of thr,sesittr;rtionsillrrsLr:rtesaI (,tlricalis.strcin busincssrcsr'ar.c'lt.
.]trsta-sllrcreax, t:(hic'al&sl)e(:tsc:ortc:crnirrgall ltuttrurtirrl<:rirctiorr,tlterc:tr'c
sorrr('etlli(':rlqrrcst.iorr-srrlrorrlbusirtr:ssrescar'clr.
'l'lrrotrglrotrt
tltis.book st'-
Ir.c'tcclt.(lri<:a.larrclnroralissrreslrur.t.:rrisenc()n(:cnrinsfiür'btrsirrt:sstl<';rlirrgs,
l)l'(,1)(.:'r'r'se;rr<'lrlc<'lrttitgrres,;rrrrlapproJlri;rtt'utilizatiort0f t'cs('rtrcltt.('strll-S.
Tlrisc'lrallleraclrlrr:ssc:stlrc;irorrirrg(:on('(.nlirrr('<:t'rrl1't';rt's:.rItQuttlrt't'tlrit':rl
inr1rlicll iorrscrf[rrrsirrt:ssrt'sr';rrc'lr.

4. 64 Pnnr I INTIroDUcrtoN
E.fIIICiL QUESTIONSARE
PIJILOSOPIIICALQUESTIONS
Ethicalquestionsarephilosophicalquestions.Tltereis no generalagreenlenr
anlongphilosophersaboucthe ansversto such queslions.Horvever,the
rightsa.ndobligationsof individualsqregenerallydictatcdbyrhenormsof so-
ciecy.Societal norms are.codesof behavioradopcedby a group;theysug-
gescrvhata menrberof a groupoughcto do undergivencircumstances.I This
chapterreflectstheau[hor'sperceptionsof thenormsof oursociery(andun-
doubcedlyhisowrrr,aluesto someextenc).2
GENtrRAIRIGHTSAND OBLIGATIONS
OFCONCERNEDPARTIES
In nrostresearchsituationsthree partiesare involved:the researclter,the
sponsoting client (rser), and the t_espondenl(subjecL).The interacrion oi
eachof thesepartiesrvithoneor both of theotherrwo partiesidenti-fiesa se-
ries of ethicalquestions.Consciouslyor unconsciously,eachparty eKpects
certainrightsandfeelscertainobligationstoward theotherparty.Exhibit 4.1
diagramsthis relaLiorsNp.Within any sogierythere is a set of normativöly
prescribedexpectatiorsof behavior(includingrightsandobligations)associ-
atedwith a socialrole,suchas researcher,andanother,reciprocalrole,such
asrespondenlCertainetNcalbehaviorsmaybe erpectedonlyin certainspe-
cificsiLuaLions,while othererpectat.ionsmay be moregeneralized.If there
areconfliclingperspecrivesabout behaviorale.rpecLations,ethicalprobiems
mayarise.For instance,severalethicalissuesconcernthe researcher'sex-
socict:rl nornl.s
Codesof belravioradopted
by a group,suSSesting
rvhaca membcrof t}tc
groupoughtto dounder
8iven circurn-stances.
Subiect'sRights Client'sRights
Researcher's0bligation
Researcher'sRights
Client's0bligations
r(
Client
A
Subject's0bligalion
Client's0bligations

5. Crtnrrt;tt 4 ETttlc^t, l.ssttttsIN EtlslNli.asRIisE^llcl I
pect.edrightsversusthoscof tlreres;lorrrlent/subjecl..A nunrberof questiolrs
arisebecauserescarclrersbelicvctheyhatc t.lteriglrtto scekinformaLion,but
sub.ieclsbelievethcyhavea ccrtainrightto privacy.A rcspolrdenlu,hosays"l
don'lcaiel.oansweryour questionatrout.nryirtcomc"believes,ilratlreor shc
hastlreright to refusct.oparticipat.c.Yet.sonteresearclrers*'ill pcrsistin try-
ingto gct thatinformation.In genera.l,a fieldrvorkeris no(.exllecLedto over-
s[epthcboundarysocietyplaceson indir'idua]s'privacy.
For eachof thesubjcct'srightsthereis a corrcspondingobligationon the
partof the researchcr.For example,the individual'sright to privacydictates
thattheresearcherhasan obligarionto prolec! tJteanonymityof t}rerespon-
denl WhenthaLrespondenldisclosesinformationabouipersonalmatters,it
is assumedthat such informatjonwill be guardcdfrom all peopleother than
theresearcher.
RIGI{TSAATDÖITUCATIONSOF'TI{trRI'SPONDENT
The ethica.lissues vary somewhat depending on rvhether or not the partici-
pant has given willing and informed consent. In an unobtrusive observation
study, the participant's rights differ from a survey respondent'srights because
he or she hasnot willingly consentedto be a subject of the research.
Tlrt: Oblig:rtiott t.()Ilc'Ilut.lrful
,hen a subjeccprovides *ilting consent to participate, it is generally ex-
pectedthat he or she u'ill provide truthful ans'ers.Honesl cooperation is the
nrainobligationof the respondent or subject.
Prir':r<'.r'
A,nrericansrelish their privacy. A nr4ior polling organizationindicates that al-
nlost B0 percen! of Americans believe lhat the collecting and giving ouc of
personalinfornration u'itlou! their lgrou'ledgeis a serious violalion of their
prir,acy.3Hence the right Lo privacy is an inrporLanlquestion in business re-
search.This issueinvolves the subject'sfreedonrto chooservhetheror not,to
conrplS'rrith the invcstiga[or's requesL{ Traditionall-v,researchers have as-
sunredthat individuals nrake an informed choice. I{ou'ever, critics ltave ar-
guedthat the old, the pooq the poorly educat.ed,and other underprivilegedin-
diliduals nral'not be au'are of their right to cltoose.Furtler, tltey ltave argued
tha( the intenierv may begin rvi[h sonte vagueexpiaraliott of its purpose, ini-
tiali-vask quesÜonsthat are relatively irmocuous,and then nlove to quesLions
of a highly personal na[ure. li has been suggestedthat subjects be informed
of their right to be left alone or to break off the inlervierv at any gi"'en time.
Researchersshould not follow the tendency to "hold on" to busy respon-
dents. Ilou'er,er,[his vier.r'is deftnitely noL universally accept.cdin the re-
searcltcontntuttity.r'
O D

6. 66
New technologiesare
makingit easierto compite
computerizeddatabases
thatcombinesurvgy1g-
sultswithpersonal
records.Therearegrow-
ingconcernsaboutpri-
vacy issueswhenbusi-
nessresearchersallowthe
linkingof surveyrespon-
dents'answersto Social
Security,tax,and orher
governmentrecords.
PAnrI INTRoDT;t:r'rrlx
-
Arother aspc(:t()l'tllc 1:rivucyissrrci.sillu.srr:rtcrltry tlre quesLion"ls the
telephonecall clracintcrnrl)tssr)nl(:()ll(:'slirvoritctelcvisionprograman inva-
sion of privacy'l" Tlte :tnsrvcrto tlris is.srrt:-unrllo nt()st.llrivacy queslions-
liesin the dilcnrntaol'rlct.r:rrttirrirr{rtlrt'rt't.lrt.r'i;;lrtsot't.h<:irrrlividualend and
the needs of sor:ict.ylirr llct.l.r:r'st:it:rrtifir:irrlirr'rrr:rt.irlnrlrr<:itiz-enpreference
takeover,GGcncrully.r:r:r'l:rirr.sLiul(l;u'(l:ir)l'<:r)urnlr)n(jou11.(:.Jyhuvebeenset by
inCerviewingllrnts-lilr t:x;rrrr1llt..rl()tt() irrlr'rlir'rvl:rl.t:irr t.lreeveningand at
olher inconvenicllLLirrrt:s.llorvr.r't,r.tlrt'r't,:rr'r:sr.'ttr:rlt:r'itir'.srvhomay never
be appeased.
'l'ltc
t:t.rnrllrrlr:riz.r.rlint(.rli(!!vcr'1-jrrnl<lrlrrtrrr:r:ujl') has sLimu-
laled increasetltlt:ll:rt.co,"t,rt.lri.s:Lsl)c('ttll'tlrt'privltt:y i.ssrrt:.As a practical
matter,responrlr:rrt-srrutyli.t:lrrrort'rr'l:rcrllrll,trrtpriv:tcyisr;rrr:sif they know
who is conducl.irtg;t.srrry(:y.'l'lrrrsit.i.sgt,rrr:r';rllslt,t'onrrrrr:r'rrlctlthat fieldinter-
viewersindicat.t:l.lrlrt.t.lrc.y:rrr.lr,;.iitilu;rtt,r'r..sr,lrr',.lrr'rslry p:ussirrgout business
cards,wbarillg nilnl(.t;rgii.r,r'irr ,rllrt,r'rv:rvsirlt,rrlil'yirrgtlrc name of their
company.

7. Crrnrrcrr4 ETlnc^r.l.ssultsrNBusrNlissREsennclr
lna.nobsenalionsLuclytlrc ntqlorerhicalissuesconcernwhet]rcrtheob-
servedbchavioris putrlicor l)rivate.Generallyit is believedthatunobrrusive
obsenationof publicbelraviorin suclrplacesasstores,airports,andmuse-
urTrsis not a seriousinvasionof privacy.However,recordingprivatebehavior
rrith hiddencanrcrasurd theljke doesrepresenta violatjonof thisright.For
exanrple,in a survcyof researchdirectorsandexecutives,t}tepracticeof ob-
servingwonrenputting on brassieresthrougha one-{aymirror was disap
provedby approximately80percen!of theexecutives.T
Deception
In a numberof situationsthe researchercreatesa falseirnpressionby djs-
guisingt}e purposeof the research.The researcher,at leastat the outsetof
t}reresearch,is not openandhonesLBluntlystated,to avoidpossiblebiasäd
reactions,thesubjectis lied to. Deceptionor concealmentis theresulcof the
researcher'slack of opportuniryto observeor straighdorwardlyask about
the phenomenaof interest,and hold all other factorsconstant,without par-
tiaLlydeceivingthe respondenl Generally,researchersrvhousesuchdecep-
tion argueit is justi-fiedunder |tvo conditiors:(l) I:nvestigatorsassumethat
no physicaldangeror psychologicalharm will be causedby the deception,
and(2) theresearcherta-kespersonalresporsibilityfor informingtherespon-
dent of the concealmentor deceptionafcerthe researchproject ends.This
issueis interrelatedwith thesubject'srightto be informed.
The issueof deceptionconcernsthe means-toan-endph.iJosopNcali:ssue.
The m4jor questionis: Does a snrall deceptionsubstantiallyincreasethe
valueof the research?Supposea surveyresearchprojeccmustconlactbusy
executives.Pretendingto be calling long distancemight improve rhe re-
sponserate-but is this ajusrifiablemeanslo this end?
A disrinctionhasbeenmadeberweendeceptionanddiscreetsilence.The
ethicaiquestionconcerningthe manifestconterUof a gueslioruraireversus
thetruepurposeof tle researchhasbeencleverlystatedasfollows:
ilust u'e rcally erplain, ,hen rve ask the respondent to agree or disagree
'rrith the statenlent,
'prison
is too good for sex criminals; thej'should be p'ub-
licly *'hipped or vorse,- it is really the authoritarianism of his personaliry rvs
are investigaLing,and not tlle public opinion on crime and punishment?8
The Right to Be Informed
It hasbeenarguedtlratsubjectshavea rightto be infornredof all aspecrsof
the research,includinginfornrationaboutis purposeandsponsorsNp.The
argunlentfor theresearcher'sobligationto protectthisrightis basedon the
academictraditionof informingandenlighteningthepublic.
A pragmaticargumentfor providingrespondenLswith informatjonabout
tlre natureof the study concenrsthc long-n:nabi-lityof researchersto gain
cooperationfrom respondents.If the publicunderstandsu'hysurveyor ex-
perinrenLdinfornrationhasbeerrcollectedandthat tJreresearchersmay be
67

8. 68 P.+nrI lNTltoDUcrt()N
trustedwith privateinformation,it maybe easierin tlrelongrun to conduct,
rese:rch.Severalresearchsuppliersllave suggestedtha! pubtic relations
rvorkisnecdedcosellthepublicon cheresearchindustrystory.
RIGII'f.S..NDOI]LiG.TIONSOF TII]' RESE,RCIIER
Generalbusinessethicsshouldbe a standardfor businessresearchfirms and
businessresearchdepartments.Our concern is not rvith issuessuch as
bribEryor the u'elfareand saferyof one'senrployeesbucwichethical issues
thatarespecificallygernane to businessresearchpractices.
Morehasbeenwritten about the ethicsof researchersthanaboutthoseof
the otherfwo partiesbecausethis group'spurposeis clearlyidentifiable.Ex-
hibic4.1 illustratedthat researchershave obligatiors to both subjectsand
clientsaswell ascorresponitingrights.A numberof professionalassociations
havedevelopedstandardsand operatingproceduresfor ethicalpractice by
researchers.Exhibit 4.2 is the code of ethics for theAmericanAssociaLion
for PublicOpinionResearch.This codeshowsseveralma,jorissuesexist that
should be fürther explored in this book. Studentscontemplatingentering
businessresearchshould check for codesof ethicsset out by tieA profes-
siond associations.
Thc Purll<lseof Resc:rrchIs Rcsc:rrclr
Businesspersonsare e.rpectednot comisrepresenIa sa]es[acticas business
research.TheFederalTtadeCommissionhasindicatedthaticisillegalto use
any plan,scheme,or Rtsethal misrepresenLsthe rruestaLusof the person
makingchecallasa dooropenerto gainadnrissionto a prospect'shome,o[-
fice,or otheresLablishmenLeThis salesptoyis consideredro beunethicalas
rvellasillegal.No researchfi.rnrshouldengagein anypracticeothcrthansci-
enti.Rcinvestigacion.
Ob.icclivit..1'
Throughoutthisbook,ensuringaccuracyviaobjectirityandscientificinvesti-
gationisstressed.Researchersshouldnraintairrhighscandardsto ensurechet
thedacaareaccurace.Furthcqthey nrus[not incentionallytry to provea par-
ticularpoinIfor politicalpurposes.
) l i s r r ' p r ' r ' s c t t[ : tt . i ot t o l ' l i r ' s r ' : tr ' r ' l r
Researchcornpanies(urd clicnts) shoukl not rnisrellrescnltltesLatisLicalac-
curacy of their data, nor should thcy oversLatethc signillcanceo[ tlte results
by a.lteringthe lindings. Basically, it is assunredthacthe researcheritas Lltc
obligationto both the clicnt and thc subject-sto analyzclhe data honestly and
to report corrcctly thc :rctu:rldat:r collecLi<;nrnctltods.For cxanrllle,tltc ftril-
ure to rcllort a variation fronr the tcchnically correct probabilitysantpling
codc of ethics
A satementof principles
andoperatingprocedures
for eNcal practice.

9. CltrrtTutr 4 li'rt il(:At,ls.srtli.stN UU.slNtissIlli.stt^lrctt
procedure is ethically questionable.Sinrilarly,url' nrqjor error tha[ lras oc-
curred during the course ofthe stud5'shouldr1o(be kept sccret fronr nranage-
n'lentor the client sponsor.Hiding errors or variationsfrom the proper proce-
dures tends t.o distort or shade the results. A nrore blatant breach of thc
researcher'sresponsibilitiesu'ould be the ouLrigh(distortion of dara
P r o t r . < ' (i r r g t . l r r :I i i g l r t .1 o C . ( ) nfi r l r . r r t i a l i tr '
o(' IJo(lr Strlr.ir.t'(sitrrd C.lir.rrts
A nunrberof clients nrightbe vcry desirousof a list of favorableorga.rtizalional
J)rospectsgeneratedfront a rclsearchsun,ey.Il is tlte researclrersresportsibil-
ify to errure thar the privacy and anonynriryof the resl>ondenlsare presen,ed.
If the respondent'snane ald addressar-ekrrour, this ilfornration should nol
under a.nycircunrsta:rcesbe for-u'ardedto tlresportsoringorganization.
InfornrationLha(a rescarchsupplicr obLrinsabouta client'sgeneriilbusi-
Ircssaffairs shcluld no( [)c dissenriuatedt.oo[lrcr ciients or lllir(l parties. The
6 9
Hertz Was
Not'Amused
But Russosaidhe couldnot get muchinformation
aboutthesurvey.'lsaid,Howmanypeoplevotedin
this,wasit biggerthana breadbasket?'
It turnedout thatthesurveyresponseshad dis-
appeared under mysleriouscircumstahces.The
magazine'smarketingmanager,who hadoverseen
the poll,had lettthe magazine.'Asearchof their
fileshas alsofailedto turnup anyslatisticaltabuta-
tion or record of lhe responsesfor any category,"
wrote the presidentol CorporataTravel'sparent lo
Hertz.Meanwhile,said Russo,lre had corporate
accountssaying,I seeyouguyscamein afterAvis."
EventuallyHertzfiledsuitagainstthe publisher
of the magazineandAvis,chargingfalseadvertis-
ing.1//e saidif we allowthisto go on, anyonewill
be able to do anythingon the basisof a survey,'
Russosaid.The partiessettled,withAvisagreeing
to stop callingitselflhe car rental company of
choiceamongbusinesstravelers.

10. 70 l),lif I lN'l'lir]ilt (-l't(l
;':Code of ProfesslonalEthlcsand Practlces:AmerlcanAssoclatlon';..'5"i) t "
ll:for PubllcOplnionBesearch
We.th€membersofrheAmericanAssocialionlorPublicOprnion-gggq3rch.subscribetothe
principlesexpressedinthefollowingcode.Ourgoals3relo supportSoundande(hicalpractice
intheconductofpublicopinionresearchanctintheuseotsuchresearchforpolicyand
decision-makinginthepublicandprivatesectors.aswellastoimprovepublicunderstandingol
oginionresearchmethodsandtheproperuseofopinronresearchresults.
Wepledgeourselvestomaintainhighstandardsolscientiliccompetenceandintegrrtyin
conducting.analyzing.andreporlingourworkandInourrelationswithsurveyrespondents,
withourclients.withthosewhoeventuallyusetheresearchfordecision-makingpurposes.and
withthegeneralpublic.Wefurtherpledgeourselvestoreiectalltasksor?ssignmentsthat
wouldrequireactivitiesinconsistentwiththeprinciplesol thiscode.
TheCode
l. Principlesol ProiessionalPraclice in lhe Conduclol Our Work
A. We shallexercisedue carein developingresearchdesignsandsurveyin-
struments.andin collecting,processing,andanälyzing-data,takingallrea-
sonablestepsto assurethereliabilityandvalidityof results.
1. We shall recommendand employonly those toolsand methodsof
analysiswhich,in our professionaljudgment,are v{ellsuitedto the re-
searchproblemat hand.
2. We shallnot selectresearchtoolsandmethodsof analysisbecauseol
theircapacityto yieldmisleadingconclusions.
3. We shallnot knowinglymake interpretationsof researchresults,nor
shallwe lacitlypermitinterpretationsthatareinconsistentwiththedata
available.
4. We shallnot knowinglyimplythatinterpretationsshouldbe accorded
greaterconlidencethanthedataactuallywarranl.
8. We shalldescribeour methodsandlindingsaccuratelyandin appropriate
delailin all researchreports.adheringto the standardsforminimaldisclo-
surespeciliedin Sectionlll, below.
C. lf anyof our work becomesthe subiectof a formalinvestigalionof an al-
legedviolalionof lhis Code.undertakenwilh the approvalol the AAPOR
ExecutiveCouncil,we shallprovideadditionalinformationon lhe surveyin
suchdetailthata fellowsurveypractitionerwouldbe ablelo conducta pro-
fessionalevaluationof thesurvey.
ll. Principlesol ProlessionalResponsibilityin Our DealingswithPeople
A. ThePublic:
l. ll webecomeawareol theappearancein publicof seriousdistortionsof
ourresearch.we shallpubliclydisclosewhatis requiredtocorrectlhese
distortions.including.as appropriate.a-statementto thepublicmedia,
legislativebody.regulatoryagency.or olherapproPriategroup.in or be-
forewhichthedistortedtindingsv/erepresented.
B. Clientsor Soonsors:
t. Whenunderlakingworklora privaleclient.we shallholdconfidentialall
proprietaryinformationob(ainedabouttheclienlandabouttheconduct
andfindinosol theresearchundcrtakenfortheclient.exceotwhenlhe

11. CttrrlrElr .l lit't tt(:,rt.lsst tt.:sIN lJtlst,I.:ssli t':sti,rtt<'lt 7 l
ryf!$.niCcr'ntlnued
disseminationof theinformationis expresslyauthorizedby theclient,or
whendisclosurebecomesnecessaryunderlermsof Sectionl-Cor ll-A
ol lhisCode.
2. We shallbe mindfulof lhe limitationsof our techniquesandcapabilities
and shallacceptonly thoseresearchassignmentswhichrvecan rea-
sonablyexpeclto accomplishwithintheselimitations.
C. TheProlession:
1. We recognizeour responsibilityto contributelo the scienceol public
opinionresearchandlo disseminateas freelyas possibletheideasand
findingswhichemergefromour research.
2. We shallnotciteourmembershipin theAssociationas evidenceol pro-
{essionalcompetence,since lhe associationdoes not so certifyany
personsororganizalions.
D. The Respondenl: :
1. We shallstrivetoävoidtheuseof practicesor methodsthatmayharm,
humiliale,or serio_uslymisleadsurveyrespondenls.-
2. Unlessthe respondenlwaivesconfidentialitylor specifieduses, we
shallholdas privilegedandconlidenlialall inlormationthatmightiden-
tifya respondentwithhisor herresponses.We shallalsonotdiscloseor
usethe namesol respondentsfornonresearchpurposesunlessthere-
spondentsgrantus permissionto do so.
lll. Standardslor MinimalDisclosure
Goodprofessionalpracliceimposesthe obligationuponall publicopinion
researcherslo include,in any reportof researchresults,or lo makeavail-
ablewhenthatreportis released.certainessentialinformationabouthow
the researchwas conducled.At a minimum.the followingitemsshouldbe
disclosed:
1. Whosponsoredlhe survey,andwhoconductedit.
2. The exaclwordingof questionsasked,includingthe lextof anypreceding
instructionor explanationto the intervieweror respondentthatmightrea-
sonablybe expectedto affectthe response.
3. A definitionof lhe populationunderstudy,anda descriptionof thesampling
frameusedto identifylhispopulation.
4. A descriptionol lhesampleseleclionprocedure.givinga clearindicationol
the methodby whichthe respondentswereselectedby the researcher,or
whetherthe respondenlswereentirelys€lf-selected.
5. Sizeol sampleand,il applicable,completionralesandinlormationon eligi-
bilitycriteriaandscreeningprocedures.
6. A discussionol lhe precisionol the lindings,including,il appropriate,esti-
mateso{ samplingerror,and a descriptionof any weightingor estimating
proceduresused.
7. Whichresultsare basedon garls of the sample,ratherthanon the total
sample.
8. Method.location,anddatesof datacollection.

12. 72 P,rttt I IN't'rtc)Dr;L-t'l()N
clientor uscrsof busiuessrescarclrhlvc a ntrntberoi rightsandobligations.
Theirprintaryrightis to e.q:c'ctobjectiveud accuratedatafrom theresearclr
supplier.Theyshouldalsoe.xpectthattheirinscructionsrelatingto confiden-
tialityhavebeencarriedout
Di.sserrti rtirti<ln ol' F'arrIt1' Co rrcl rrsirln.s
Anotheretlticalissuecoucernschedissenriuationotfaulty conclusions.A re-
searchprojectmaybeconductedandtherttheresearcheror decisionnraker
maydisseminateconclusionsfronr ttte researchprojectthat,areinconsistent
with or not wananted by the data-Most researchprofessionalsconsiderthis
to beinrproper.
A dramaticexampleof violation of this principleis givenin an advertise-
nrentof a cigarettesmokerstudy.The advertisementcomparednvo brands
andslatedthat "ef thoseexpressinga preference,over65percentpreferred"
the advertisedbrand to a competitivebrand.The misleadingportion of this
reportedresult rvasthat most of cherespondentsdid not expressa prefer-
ence;theyindicatedthat bolh brandstastedaboutthesame.Thts onlya very
smallpercenLageof thosestudiedactuallyrevealeda preference,and the re-
sulls rveresomewhatmisleading.Suchshadingof the resultsis not h line
rviththeobligationto reportaccuratefindings.
Co rupctirtg Rcse:rrch Pr<-lpos:rls
Considertheclientrvhohassolicitedseveralbidsfora businessresearchpro-
jecr Theresearchsupplierchatwins the bid is askedby theclientto appro-
priateideasfrom theproposalof a competingresearchsupplierandhclude
tlrentin the researchstudy to be donc for the client.This is generallyre-
gardedasuncthical.to
RIGI.ITSAND OBLIGA'I'IONSOF TIIE
SPoNSORTNGCLrEN'f( LtSeR)
I i t l l i c s l l c t r v c t : t tß t t y c r : t t t < lS t : l l c r '
Tlte general businessethics e.xpectedro exist betrveena purchasingagcnt
and a salesrepre.scn[ativeshould exist in t.hebusinessrescarchsituacion.Iror
cxanrlrle,if the purchasingagent has already decided to purchasea product
(or researchproposal) fronr a friend, it is gencrally consideredunethical for
him to solicit competitivcbitl:'-tlrarhave no chanceof beingacceptedjust to
fulfill a corporaLcpurchasingpolicy stating that a bid nrustbe put'ou[ to tllree
conlpeLitors.Thc tpicd brrsinessand other comnritrnentsunrelatcdto a spc-
cilic businessrescarchsituation u'e clhical questionsnot dealt rvith hcre.
rrt O 1lt:rtllclir(.iorr.slri 1rrvi (.lrItc.sr::rrclrS rrp1tIicr'.s
1'hesponsoring clicnl lrir.sthc obligation to cncourage thc researchsu1>1llier
to scck orrt thc truth objcctively.To encouragethis objectiviLy,a full and operr

13. (lltrrrrtitr4 li'n rr<:.,tt,lsstrtists llt rstxt.:ssllrisli,rtr(:tt
slalentctllof tlte;lrobleru.explicatiorrof Linrearrdnrclne.vcorrslrairrts,arr(l:urv
()t.herilrsights t.llill rrrayhclp tlre srrplllicr:ulticil)a(ecosts a:'ldpt'oblents
slroulclbe ;rroricled.l
I lrrotlrcrq,ords.the rcseuch sl)onsorsiroulden(:ourage
cfforl-sto redu('ebi:r-sand to listerr(o tlle voiceof tlrepublic.
Ä r r O J r t ' l tR t ' l : r ti o r t s l r i p r l i t . l r I l l ( ( . r ' ( ' s l r . r lI ' i r r t i t . s
Corrclu.sionsslroulrl [p [1sr'<lon llt(, dat:r..{ user of rescarch shorrld noL
krrorritrgh'clisscrtrirrateconclusions[r'onra givcnreselrch prcrjector scnice
1 q
Push PoIIing
Thequestion,in the midstof a lelephonepoll,was
as shockingas it was.designedto be: Would you
stilllavor Rudy Silbäugh,a Republicancandidate
tor the WöcohÄiä'3tateassembly,if you knew he
votedto givbgi.rnsback to juvenileswho had used.
theinin crimes?::.-t.r'..
Mr.Silbaughand.otherWisconsinFlepublicans
fileda lawsuitbecauseof thqt damagingassertion,
wfriötrrhe f eqglljgan earry said tuasmJde recently
bv a l?tef.r3t!91!is
qrF catlingon behalf or Demo-
cratic candidate'S;But-they recognizedthe cam-
paigntäctic,'havingusedit th'emselves.
It'sknownas "push pollingi and it has increai-
inglybecomeimplementedat thelastminuteof po-
liticalcampaibp'yrhgn the ainvaveshave grown''
saturatedwilh rioliticalmessaoes.
'
For !earö; c"rnpäfgn pollsiershaVeconducted
survöys'ofä fewhuödredvotersto testthe potency
'
of negativeinfoim'ationfor later use in broad at-
'
tacks,such as televisionadvertising.What's differ-
enl aboulposhpolling,thoughnot easyto trace,is
theuseol phonecallsas the meansof disserninat-
ingattacksto thousandsof votersat a time.But un-
iikethe casewithW ads or direct-mailbrochures,
federal.law doesn't require congressionalcam-
paigns.toidentifywho'spayingforthecalls.
'lf peoplewant to lie, cheat, and steal, lhey
shouldbe heldaccountableisaid Rep.Tom Petri,
@'@& ,&
Republicanof Wisconsin,who complains that
anonymouscallersin 1992toldconstituentsthathe
was a toolof Japaneseautodealersand responsi-
ble forthe savingsaridloanmess.
' In Colorado,the campaignof Democraticgover-..
nor RoyRomer,whowas reelected,complainedto .'
the stal€ anorneygenerallhat.opponent Brucei
Benson'scampaignused push pollingin violation.:
of a Coloradostatutefoöidding anonymouscam,..
paigning. . :
'
,"."
The advocacyin question,accordingto a script
obtainedby the governodsaides,askedvoters if
lhey'dbe moreor lesslikelyto supportMi. Romerif
they knew that'lher€ havebeenneady 'l
,300 mur-
.ders-inColoradosince.Romerwasfirstelectedand
'.
notonemurdererhasbeenputto_death.'Foitow-up'
questionsinformedvbters thät the state parole
board"hasgrantedearlyrelease_iöan averageoi"
, four convicted felons per day eivery day since .
RomertookofficeithatMr.Romerspent'oneoüt ol
everylourdaysoutsideof Colorado"duringhisfour-
yearterm,and'is beingsuedfor mismanagingthe .
state'sfoster-caresystemi
The attorneygeneraldeclineÄo prosecute,but
RomercampaignmanagerAlanSalazarcomplained
thatlhe lackof accountabilityof pushpolling,as well
as the enhancedcredibilityof an attack delivered
personallylo volers,makesthepracticeworrisome.

14. PenT I INTRoD(.rgft()N
th:ltareirrconsistenlr,r'iththc dataor arenocrvarr:urterlby thenr.t:Violatiou
of rhisprincipleis perhallsthegreatcsctrersgressiorttltai a clicnccancom-
nricJrrstilyirrga politicalg:ositionthatis nol warriultcdfrotttthe dataposes
seriousetJricalquestions.lndicatingthacdataslt<.rrvsonret]ti:tgso thata sa.le
canberrradeisalsoa seriousnlatter.
Priv:rc1'
A nrailinglist conrpanyis offering:r ntailinglist tltat hasbeencontpiledby
screeningnrillionsof Lrouselroldsto obtainthe necessarybrand-usageinfor-
mation.The infornratiortrvouldbe ertrentelyvaluablito your fi.rm.Yousus-
pecra fakesurveywasconduccedto obtainthe dat - Is icechicalto purchase
the mailinglist?If respondentshavebeendeceivedabout the purposeof a
surveyandthen their namesaresold aspart of a usermailinglist, this prac-
tice is certainlyunethical.The clientaswell asthe researchsupplierhasthe
obligationto mainlaintherespondents'privaiy.
Salesmanagerswho knorvthatasurveyof theircustomershasbeenkeyed
to increaseresponseratemustresisctlte tempLationto seekthoseaccounts
thacarethehottestprospecls.=
Commitment to Research
Somepotentialclients have been knorvn to requestresearchproposals
from a researchsupplierwhen [hereis a low probabilitythat the research
rvill be conducted.For exanrple,obtainingan outsider'sopinionof the
companyproblemvia a researchproposalprovidesan inexaensiveconsul'
tation.If the informationsupportsa givennlanager'sposition in an in[ra-
companydebate,it couldbe usedpoliticallyratherthanas a basisfor re'
search.A rescarchconsultant'sopinion may be solicitcd even though
nlanagenrentis not reallyplanningresearchandfundshavenot beenallo-
catedfor theproject.Becausetlterescarchsuppliernrustspendconsider'
ableeffortplanninga custore-designedstudy,ntoslresearchpractitioners
believethat,thc clientlrastheobligationto bescriousaboutconsideringa
projeccbeforesolicitingproposals.
Pseu<lo-PilotStudic.s
It hllsalreadyllecnstatc(ltlurtit is inrllorliurlfor cliens to beopenaboutthc
busiites.sllroblcrrr!o llc invcstigat.crl.I'lorvcvcr,thercis a specialcaseoI this
llroLrlenrthat shouldbc cxplairre<1.Sonre[irttesa clicnt tvill suggestthal it
lllorcconlprchcnsivcstur.lyis in l.lreplanrtingstägesandtltattlteproposaltltt:
rcsclrchsrrplllicris bidrlingorris a pilotstudy.TItiscrtnbc bcstphrasedby
lhc statcnrcn[
'l <lott'twirntto prr:utiscanything,but you shoultlknorvthut
thisis thc first,in :l veryantl-litioussericsoIsLudicsrvearcplanningto rtndcr'-
t:rke,an<lif yorrslurql(:nyourpcncilirtcsLinra[ingcost. ."1:lTlterescarclr
consultarrtis t()l(lt.hatif irgootljob isllcrtbnnedduringthcpilotstu(lystagcs
thercrvillbcanirdrlilit-rnalrrriliorcolllractdownthttlirtc.Toooftcntltesepilot.

15. CrrnPren4 Erlrrc^LIssUDsrNBUSTNESSR!:sE^Rclt
strrdiesare "conle-ons'-the comprehensives(.ud.yncver matcrializes,and
drccolrsultajltnrrrslabsorba loss.
Advocacl' Resea_rclr
Ädvocacl' rescarch-research undertakento supl)orta specificclaimin a
legalaccion-putsa clientin a uniquesituacion.Advocacyresearch,suchasa
suwey conductedto shorvtJtata brand nameis nol a genericnalne,differs
from researchthat is intendedfor intcrnaluseonly.raThetraditiona.lfactors,
suchassanrplesize,peoplecobe inceniewed,andquestionsto beasked,are
rveighedagainstcostwhenmakingan internaldecision.In advocacyresearch
the court'sopinion of the valueof the researchmay be basedexclusivelyon
sampLingdesignandvalidiryof the questionsasked.Thus the slightestvaria-
tion from technicallycorrectsamplingproceduresmaybemagnifiedby an at-
torneyuntilä standardbusinessresearchprojectno longerappearsadequate
in thejudge'seye.
The ethicsof advocacyresearchpresen!a number of seriousquesLiors.
Considerthe followingquote:
A-lmostneverdo you seea researcherrvho appearsas an independcntr*'it-
ness,quite unbiased.Youalnrostals'ayssec a uitness appcaringeither for
the FTCor for the industry.Youcan almostpredictrvhatis goingto be con-
cludedby the wicnessfor the FfC. And you cana.lnros!predictrvha!uill be
concludedby the witnessfor industr_v.Thatsaysrhal researchin rhissening
is'notaJter futl truth andit is not dispassionatein nature.And for tiose of us
rvhoconsiderourselvesto beresearchers,that is aseriousquanda.4v.rs
Researchersdoing advocacy research do not necessarilybias results inten-
tionally. Horvever, attomeys in an advocacy rcsearch trid rarely submit re-
searchevidencethal does nol support dre client'sposition.
The question of advocacy research is one of objectiriry: Can üre re-
searchersearch out the trutjr when the lcgal client rvishesto support its posi-
tion at a crial?The etiical questionstems fron'la corülict betrveenlegal etjrics
and research ethics, and perhaps onlv the indiridual researchcr can resolve
this question.
A FIN..1.LNOTE ON ETHICS
There is no ques[ion that tlrereare unethical researchersin the u'orld and
that a nunrber of shady dealingsoccur. The businessresearcher'shonesty
is no different from any other aspect of business e[llics, or of personal
morality, for thal matter. One may occasiona.llyrun across the case of a re-
searcherrvho producesa report on fabricatedfindings,just as there are oc-
casionalcasesof inten.ierversrvho cheaLb5,filling out the queslionnaires
Lhenrselves.In pre-CastroCuba there u'as aLleast one finn lhaL,for a fee,
u'ould provide a handsonrel.l'cngravedcertificateattestingthat the Court of
, D
advocncyresenrclt
Rescarchundenakento
supportasPeciJicclaintin
alegalaccion.

16. / ( J
Manylarvyershirejury
consultantswhousebusi-
nessresearchmethodsto
helpdeterminewhattype
of personwouldmakea
favorableiuror.Lavryers
alsoconductadvocacyre-
searchto provideevi-
dence fiom surveylind-
ingsthatsupporttheir
viewpoints.
{
P,Uit' [ [N't'ltrlttt;tl'tr lN
Public Opinion held the clicnt or checlic'rrt'.sl)roductsin rvh:rtcvr:rkind of
Itigh estccrn nrighcbe dcsired (rvith ntl erru ch:lrg(:lbr l)crc(:ntxgcs).r'i
Under sonlc circunlstancescven go()(lrcscurcllcrst-ukc.sll()rtcuts.sonle of
rvltich rtt:tybe cthicully qrjcst.ionlll)lt:.ilr)rr'c,,t.r'.likc nrost Ittrsirrcsslrcolllc,
resc:.trcltt:rsarc gcrter:rll-vcllricul p(:()pl(..Ol'corrrsc,tlrt)urr:;rvcrt.r)tlrt:rlrrt)s-
tion
-jhat
is ctlrical?" i.sntlc c:Ny-only r)rrc'scorrs<:i(:n(:(:()l)cr:ltt:sto in.
hiltituny(luesti()na[)lcprtrctict'.I:
.sl')1.t.t).)
' l' lt t : r t :
i. st t o. : . 1r:ttcr-lrl:l1 t'(,(:n t(:n l.:rl;r1 1 1 11 1 1 ,':u lJ'(,r'str,,.llrit':rlrlrrt:sti0 rrst.ll:rLsrtr-
rtlrttttlllrtsittr:s.srt..sr::rt't'lt.Ilorvrtvt.r.sor:it'l:tl tt.)r'nlssu.{g(:ril.lltr,r'rtrk,srll'r:r)rt.
r lt t t : t .t lt : t l. ; u' r ::rllllrrlllritrl.t:itt g ivr.rrt:ir',:rrrn sr:tn t't.s.'l'lrt.n ':trr:tlrt'r't:(:()n (..(!t'lr(:(l
l);rr1ir'sirr llrr.sirrcssrr:..ic:rrr:lr.sitrr:rti,trrs:llrt, r'r.sr';rrr'lr(.r'.tll(. .sprlrr.sorirr.:.i<'lit:rrt
( r t s( ' r ) .: ut t l llt t : rt:.s1 trltttk.rtl.(srrlr.ir.r't). l'l:rclrg r;u 'lr'lr:u s(:r.r'l:lirrr'ig lrt.s;rrrrlo lrligu.
liot t . ' ; . ' l' lr t : t ' t .'slto tttlr'ttl.'.srig lrl.sirrclrrrl(,llt'i':l('v:rrrrllr,'ill.g irrlirrrrrt.rl;tlrorrt.;rll:rs
l)(:('l.sol'lltt: fr:.sr';ur:lr;tltt:srrlljt:r:t
'.s
ur;rirrolllir.l;rliorris t0 giVr:lrorrt,st.:ulsv(.r)l.o
t't::it::ttclttltlt:sl.itltt.s.'l'ltr:rcr;r,:rr'r'ltcr'ist.x1lt,t:l.t:rllo:rrlltt.r'r:l.rlllrr.prrrllo.st:rll'llrc
rr:sr::l'clr;rrr:rirrl.:tirrrllr.it.ctivil.y;:rvoill 111i..;11'')t'(:.sr.nrinXrr.sr:;ur.lrlirrrlirrgs;1lr.ot.t:t:t
. sr r lr jct ' l. s' lr t t lr :licrrl.s'r'ig lrl.to crlrrlirlt.rrti:rlity::rrrrl:rvrrlrlsl1 '1 1 1 '1 1 ;;rt,sr,;rrr:lrt:orr-
clt t sir t t t s. ' l' lt r :r :lit:rrl.is rllllig ;rtr'tllo rrl)st'rlr,g t.rrr,r':rllrrrsirrr'.sst,llrit'srvlrt.rrrlt:;tJ-
ir r gr vit lrt r ' st ' ; t tt:lt:illl)l)li(I'..j::tvrritlrrri.*rrsirr;1llrt,rl'sr.:lr1 'lrlirrrlirrg st()srrp p o rl il-s
: t it t t s;t . ( slt t : c: 1.r 't'st.:rrt:lt1 1 .sl)()n (l(,n l.s'1 1 |iv:tt'5 ,::rrrrllr,,r,lli,tt:tl)()||lil.sirrtr.rrl.irlrr.s

17. Cttnlrutr 4 lirr tri:nr.l.srrti.stx IJrt.stsr.:.s.sltr:sti^lrctI
to condtrcirescarcltanrl tlre llusirtessy>roLrlerrrto be irrvcsrigar.cd.A porential
transgressionoccurs $'lrt:rr arh'oc;rc.yrescarch-rc.search concjucled to suD-
port a spccificlc6ialclairrr-is undertakerr.
KE)''I'DI'i{S
societalnornrs
codeof ethics
advocacl'rescarclt
QUESTIONS
l. Whyareethicalquestionsphilosophicalquestions?
2. Identifytherigha andobligacionsof rese&chers,clients,andsubjecGof
businessresearch.
-
3. NamesomebusinessresearchpracticesrharareetJricallyqueslionable.
4. How mightthe businessresearchindustrytakeacLionto erLsurethat the
publicbelievestlat researchis a legitimareactiücyandthatfi.rmsthar
misrepresentanddeceivethepublicusingbusinessresearchasa sales
ployarenot"true"businessresearchers?
5. Commenton theechicsof thefollorvingsi[uacions:
a A researcherplansto codequestionnairesir anemplol,eesurveyby
usingin'"'isibleink. Is tltis erhical?
b. A researcheris planningto r.isuallyrecord(videotape)testusers'reac-
tjonsto a newproductin asinrulatedkitcirenenvironmentfrombe-
Itinda one-'a)'nlirror.
c. .4,food'rrarehouse(club)advertises'sarings
up to 30percen['afrera
surveyshorveda rangeof savingsfronr2 percen[to 30percentbelorv
thatof anaverageshoppingcripfor selecteditcnrs.
d. A radiostationbroadcaststhefollou'ingntcssageduringa syrdica[ed
raLingsen'ice'sralingperiod:"Pleasefill oucyourdia:r'."
e. A researcherpretendslo be a nremberof a businessfirnr'ssecret-arial
poolandobsenesrvorkersrrithouLlhe rvorkersrealizingthatthe-r,are
partof a researchstud.r'.
f. A researchertellsa po(encialresponderrtthattheinteniervrvilllastl0
nrinutesratherthanthe30rrrintrtestheresearchcract.ualll'a.nticil)ates.
6. Pagellrroughyourlocalne1'spaperto lurclsonrcst.oriesderivedfrom sur-
ve],researchresulß.tasthestud.r"snrethodologyindicatedfor thisnervs
itenr?Couldtheresearclthavebeenternredadvocacyresearch?
NOTES
l. Dorrltlanjrrd:rlt:.77rr'rVrlrrl ttrrtl7'ultt's
qf Suci ologi rul 77rrrr1r7( lJtrstorr:
I louglrtorrltlifllirt,I {t(',(}).pp. .l?L4S0.
11.For urraJtt:nrativr.pcs;lecLivc,set,Ken.
rretlrC. Sclrrrt'itlcr'-sesccllcnt article
'
Jl:rrkctirrllllcsc:rclr Industrl, lsn't
77

18. 78 P.rrrrI INTrror)ucftoN
iltoring torvard Profession;üism,' rllnr-
kcting Educator (Wintcr 193{), pp. l. ti.
3. L,arvrcrrcr'D. fscnral.
-T'lrc
Presr:nt
VUueof FutrlreStudici.- s;rcechto tlrc
ArJvenisirrgRcscarchFotrnrlutiorr.
rlrrch 19S0.
{. .{icc Il. T'botrt arrd Ccr:rltl Zaltnte.n,
'Ethics
in Il:rketirrg llrscarch: TIrcir
Practical Rclevrnce.',/or tntol oJ:llor -
kc(ing Rastarch (Novcnrbcr l9?{).
pp. tju r-ruö.
5. Robcn L Dey,'.{ Conrrncnton Ethics
in ilarkctin g Rcselrch,' ./orrnral o/
)larketiug Researclt(l!tay 1975),
pp.'232-233.
6. RobenO.Carlson,'Thelssueof Pri-
vacyin R:blic OpinionResearch,'Puö-
IicOpinion QuortctTy(Spring1967),
pp.l-8.
7. C.IllerlcCrarvford,
'Attitudes
of Nlar-
kedngExecutivestor*'ardEthicsin ilar-
ketingRescarchJ Jounnl o/ l{a*eting
(April1970),pp.4G52.
8. Lco Bogart
'The_Researchers
Dilemnre,'Journal oJMarkctirtg(Janu-
ary 1962),pp.6-l l.
9. C.J. FreyandT.C. Kinncer,'Lcgd
Con-
srraincsirrilarkccingRescarch:Rcvierv
andCallto Action,'Jounn! of l{arket-
ing Researclt(,tugustl9?9),p.2i>9.
Sitlncy lltlll:utdcr,Jr.,
'Etlrir:sirr]l:rkct-
ing llest':uclr.' in H,r'lrlltortktd Jtarkcl-
ing ßcscurch,ed.. lkttrcrfft'rbcr (;r..t'rv
lbrk: )lcGnrs.llill, 107{),pp. l-l l.
L:rrrrcncc D. Gibson,
'Usc
of .lerkcring
Rcscsclr Contrec(ocs,' in Hanl book of
i|'rt'*t't.itt0 R,:.sccrc,ft,cd., Robcn Fcrbcr
(N*v trk: ]lcGrarv-Hill. I97.1),p. 129.
Ilurkcting Rcsc:uch Sun<larclsComnrit.
tce. rllurd'etirrg RcscarchCod,:of Eilttcs
(Chicagr::.{tncric:ur .lerkcring .socia.
tion. t9?.1).
liotrcn Bezillr. Jocl B. Ha1'nes,and Clif-
ford Elliot,
'EtJrics
in Ilarkcting Re.
se:uch,' Brrsurcss I/<rnlorr-s (April
1976),pp.93-56.
'Nov
illrrket Rr.searchGuidcs Urged,"
A<!"^crtisitrgÄ9c. April 30, l9?9, p. al.
tl. KcitI l{un(
-Thc
Ethics o( Rescarch in
thc Corrsurncr lntcres6: Purcl Surnmrry,'
Prcccetlirtgs of the Atncrican Couttcil of
Co ns-unrcrI nlertsls ConJa'arce, etJ.,
Norlccn lrl. Ackermen, 1979,p. 152.
Bogart,'The Researcheri Dilcmma-"
Crawford,
'Ät(i(udcs
of i[arkcüng Es-
ecutives';arrdShclby D. Hunt,
L:rs'rcncc B. Chonko. and JerncsD.
Wilcox, 'EtJricel
Problcnrs of ,t:yketing
Rcscarcltcrs,- Jounal of 'llarkcting Re-
scr-rrcJr(Arrgust 193{ ), p1r.309-i}2{.
10.
l:.
( J .
t <
16.
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