Although an analysis of the group might have made an interesting research article, they did not wish to cooperate with academic researchers. Tybout, Alice M. and Gerald Zaltman (1974), "Ethics in Marketing Research: Their Practical Relevance," Journal of Marketing Research, 11 (November), 357-368. The ease with which a company can access and gather data about its customers can lead to deceptive practices and dishonesty in the company's research methods. Milgram, Stanley (1963) "Behavioral Study of Obedience," Journal of Abnormal Social Psychology, 67, 371-378. Subsequent research suggests that offering an informed consent to respondents may prompt a halo effect; that is, respondents informed about the research prior to beginning the interview and assured of confidentiality through informed consent, tend toward more positive evaluations of the researcher and the research process in general (Singer 1978). When … Marketing research has experienced a resurgence with the widespread use of the internet and the popularity of social networking. It is very important to have ethics in marketing research because everyone involved from the clients and the public to the respondents and the researchers all have rights and obligations. Tybout, Alice M. and Gerald Zaltman (1974), "Ethics in Marketing Research: Their Practical Relevance," Journal of Marketing Research, 11 (November), 357-368. At the conclusion of each taped interview, the tape was dropped in a mailbox and sent to a researcher in Canada to be transcribed and analyzed; thus keeping the raw data out of reach of a U.S. subpoena. In fact, everyone in business is wise to develop moral fibers, because ethical problems often lead to legal problems, which bite into profits -- not to mention your career ladder. Instead of encoding a survey from an anonymous student at a large university, researchers come face-to-face with respondents in a variety of situations. 14. eds. This type of ethical problem can run the gamut — from not telling customers that information is being collected when they visit a website to misrepresenting research results by using faulty data. Berscheid, Ellen, Robert Steven Baron, Marshall Dermer, and Mark Libman (1973), "Anticipating Informed Consent," American Psychologist, 28 (October), 913-925. It is fairly simple to ask a woman what kind of laundry detergent she uses; it is quite a different matter, however, to ask her why she chose to have breast implants. This article will outline some of the common ethical and legal issues in marketing. Ethical Issues Of Marketing Ethics 1924 Words | 8 Pages. One way in which researchers can help each other is by including ethical concerns in their publications. The role of researchers, according to the American Anthropological Association, is "to do everything in [the researchers'] power to protect their [respondents'] physical, social, and psychological welfare and to honor and respect their dignity and privacy" (Spradley 1980, p. 21). Each ethical issue has been found to be a positive effect on purchasing behavior. Knerr, Charles R. (1982), "What to Do Before and After a Subpeona Arrives," in The Ethics of Social Research: Surveys and Experiments, ed. As you interview one respondent, the subject casually mentions that in frustration over his spending habits and indebtedness, he frequently "cuts loose" and takes his frustration out physically upon his child. Barnes (1979) argued that deception is an integral part of all social relations. Government legislation such as the 1974 Privacy Act limits the disclosure of records among federal agencies (Alexander 1983). Blankenship, A.B. Introduction Historical context of ethical … Jane Sojka and Eric R. Spangenberg (1994) ,"Ethical Concerns in Marketing Research", in NA - Advances in Consumer Research Volume 21, eds. In laboratory experiments, informed consent may induce biases influencing experimental results (e.g., Gardener 1978; Singer 1984). The challenge is to choose one of the right size that expresses appreciation but doesn’t compromise the integrity of the client or the marketing organization. : Social Science, Privacy and Ethics. Ethical Issues in Marketing. He reports being in "a moral fix" (p. 275). Although Farmer (1987) recanted pieces of his criticism of marketing ethics in an international context, the two earlier works in his trilogy were based on the premise that the discipline was largely unethical and unresponsive to major world needs (Farmer 1967; 1977). Research ethics is a vast subject, and in this article, we will give you the basics of it. While far from encompassing every situation a researcher may encounter, these guidelines might at least encourage researchers to ask "what if...?," thus raising the awareness of ethical issues in consumer research. Recent laws such as the EU's GDPR have increased punishments and fines for data privacy violations. Journal of Marketing, 27 (March), 48-50. By raising ethical issues, the discipline of consumer behavior can hopefully continue to grow and expand to make a positive contribution towards peace: "the one which all thought, feeling and ultimately all scholarship should aspire" (Hirschman and Holbrook 1992, p.126). Studying social worker/client relations, Johnson (1975) found that establishing trust was one of the most difficult parts of a field project. Just as the "caveat emptor" philosophy in the early days of marketing has been replaced with consumer rights, the focus of ethical research concerns has changed. Barnes (1979) argued that deception is an integral part of all social relations. Consumer researchers may wish the above scenario was a vision from the twilight zone and nothing close to a situation they might encounter. However, the changing context of current consumer research raises new implications for both of these issues. The authors surmised that previous experience with deceptive research practices may have resulted in experienced subjects less willing to be honest in subsequent research. Finally, our paper presents ethical guidelines for researchers to consider when designing research. Ethical Issues in Market Research. Also, informed consent may bias field research. Reamer, Frederic G. (1979), "Protecting Research Subjects and Unintended Consequences: The Effect of Guarantees of Confidentiality," Public Opinion Quarterly, 43 (Winter), 497-506. Furthermore, the success of non-survey research-such as participant observation, field work, and interviews-is largely based on trust between researcher and respondent. Information or data collected from respondents should not used for any other purpose or for any other research work. Similarly, organizations open to the public (such as Alcholics Anonymous) who willingly welcome individuals trying to overcome addictions may not wish to be used as research venues. For example, a market researcher with a one-dimensional view of minorities could do a fair amount of harm if allowed to shape an advertising campaign based on skewed data collection. Indeed, initial concern about marketing ethics and the reputation of the marketing discipline were probably valid. Under anonymous data collection procedures, assuring confidentiality is assumed because the researcher is unaware of respondent identity. If unsure how the sample population might react to an experiment, the researcher could survey a sub-sample about ethical concerns. In dutifully looking out for your respondents' best interests, you have, of course guaranteed confidentiality of all information exchanged in the interview process. Ethical practices in marketing research will create effective answers for your organization’s questions and build trust and credibility with your employees, clients, and stakeholders. Also encouraging ethical research practices, the first volume of The Journal of Marketing Research devoted space to an article addressing ethical concerns in marketing research (Blankenship 1964). For example, ethnographic reports (e.g., Wallendorf and Arnould 1991), in-depth interviews (e.g., Schouten 1991), and field research (e.g., Belk, Wallendorf and Sherry 1989)-all well established research methods in other disciplines-have been used to explore new content areas in consumer research. First and foremost, we should not be using marketing to make a product that is clearly harmful more appealing to people—for instance, selling cigarettes by … Companies regularly share information about customers with partners and affiliates, requiring the customer to opt-out of the sharing if he doesn't want to be involved. Consumer researchers might consider monetary or in-kind donations to groups who help them achieve personal or professional goals. In consumer research using student populations, for example, we must ask ourselves if the "extra-credit for participation" is in reality a course requirement due to the professor's implicit pressure in acquiring subjects. Schouten, John W. (1984), "Public Reactions to Some Ethical Issues of Social Research: Attitudes and Behavior," Journal of Consumer Research 11 (June), 501-509. Becoming an Association for Consumer Research member is simple. Second, good research design entails anticipating outcomes: ethical questions arising in the research process should be no exception. ...Ethical issues and considerations in Marketing Research 1. Any action that uses lies and deception to find out or establish information about consumer opinions falls under this category. By examining research ethics from other disciplines, we see that there are few absolute answers when dealing with ethical questions; each research project needs to be considered on an individual basis. Hill, Ronald Paul (1993), "A Primer for Ethnographic Research With a Focus on Social Policy Issues Involving Consumer Behavior," in Advances in Consumer Research, Vol. For example, in the state of Washington, if child abuse is discovered, the researcher must report it to the police and to his/her supervisor within 24 hours. Indeed, initial concern about marketing ethics and the reputation of the marketing discipline were probably valid. For example, Reamer (1979), in a study of juvenile status offenders (youths who have committed offenses that would not be considered crimes if committed by adults, such as running away from home), found that assuring subjects of confidentiality resulted in fewer responses to information about sensitive topics. Further example of this type of ethical dilemma includes the infamous "Milgram Studies" of the early sixties (e.g., Milgram 1963) involving subjects who thought they had administered electrical shocks to the point of "killing" confederates posing as subjects. Mike Rothschild, Provo, UT: Association for Consumer Research. Barnes, J.A. Hirschman, Elizabeth C. (1992), "The Consciousness of Addiction: Toward a General Theory of Compulsive Consumption," Journal of Consumer Research, 19 (September), 155-179. Marketing research Table of content Introduction Historical context of ethical issues in marketing Potential for harm and conflict Code of Ethical Conduct Ethical problems Ethics & Research Publication Framework for EDM Conclusion Sources Introduction Research Ethics is of growing importance. Hill, Ronald Paul (1993), "A Primer for Ethnographic Research With a Focus on Social Policy Issues Involving Consumer Behavior," in Advances in Consumer Research, Vol. However, the changing context of current consumer research raises new implications for both of these issues. Learning how other consumer researchers have confronted these difficult issues would be helpful for future research purposes and would contribute toward development of additional guidelines. First and foremost, subjects' needs and risks should be the overriding concern in every research project. 2. Knerr, Charles R. (1982), "What to Do Before and After a Subpeona Arrives," in The Ethics of Social Research: Surveys and Experiments, ed. A final point to consider is the effect field work might have on subjects' behavior (Kidder 1981). Ethical Issues in Marketing Research - Free download as Word Doc (.doc / .docx), PDF File (.pdf), Text File (.txt) or read online for free. . As a result, marketers often get away with illegal and unethical behaviour. Will the project cause the subjects any inconvenience? Making false, exaggerated, or unverified claims. A basic role for a marketing researcher is that of intermediary between the producer of a product and the marketplace. For example, prohibitions … In dutifully looking out for your respondents' best interests, you have, of course guaranteed confidentiality of all information exchanged in the interview process. Blair, Ed, Seymour Sudman, Norman M. Bradburn and Carol Stocking (1977), "How to Ask Questions About Drinking and Sex: Response Effects in Measuring Consumer Behavior," Journal of Marketing Research, 15 (August), 316-321. Johnson, John M. (1975), Doing Field Research, New York, NY: Free Press. Anticipate Potential Ethical Conflicts Prior to Beginning the Research. Deceptive field research might include quasi-experimental designs such as having a confederate pose as a shoplifter to see how other shoppers react. (1964), "Some Aspects of Ethics in Marketing Research," Journal of Marketing Research, 1 (2), 26-31. The Ethical Issues Of Big Data In Marketing. There are four main areas that come up regularly. Likewise, deceptive research in a laboratory situation is common in consumer research. ABSTRACT - Although ethical issues in the discipline of marketing have been previously addressed, the expanding domain of the field of consumer research mandates that ethical issues be re-examined. Ethical Issues in. Other ethical issues-such as confidentiality and deceptionre-levant to current research were also addressed in early literature on marketing ethics (Tybout and Zaltman 1974). Robert F. Boruch and Joe S. Cecil, New York, NY: Academic Press, 273-292. Epstein, Yakov M., Peter Suedfeld, and Stanley J. Silverstein (1973), "The Experimental Contract," American Psychologist, 28 (March), 212-221. Schouten, John W. (1991), "Selves in Transition: Symbolic Consumption in Personal Rites of Passage and Identity Reconstruction," Journal of Consumer Research, 17 (March), 412-425. While it is possible to encourage respondents to share sensitive information about topics such as drinking and sexual behavior without an informed consent (Blair, Sudman, Bradburn, and Stocking 1977), it may be helpful in improving the probability of valid responses. It is beyond the scope of any single paper to generate prescriptions for the ethical dilemmas now facing consumer researchers. Robert F. Boruch and Joe S. Cecil, New York, NY: Academic Press, 273-292. In laboratory experiments, informed consent may induce biases influencing experimental results (e.g., Gardener 1978; Singer 1984). Johnson, John M. (1975), Doing Field Research, New York, NY: Free Press. To take this a step further, it would be admirable if researchers could say that their research leaves subjects better off than they were prior to engaging in the research. Government legislation such as the 1974 Privacy Act limits the disclosure of records among federal agencies (Alexander 1983). Leaders in the field of consumer behavior have pleaded for research that will benefit society and its consumers (e.g., Belk 1987). O'Guinn, Thomas C. and Ronald J. Faber (1989), "Compulsive Buying: A Phenomenological Exploration," Journal of Consumer Research, 16 (September), 147-157. Do the potential research benefits outweigh risks to the respondent and researcher? This paper examines how disciplines outside of marketing have handled sensitive ethical issues and offers general guidelines for consumer researchers to consider when faced with decisions regarding research ethics. Dowling, R. (2009). Field work and in-depth interviews usually require interviewing or observing participants on more than one occasion; hence, subjects are viewed less as a sample population and considered co-workers in the investigation of a research question. In a desperate bid to compel potential and existing … Direct marketing is the most controversial of advertising channels, particularly … The seven big problems will drive content for the entire AMA community: a multi-faceted and diverse group of professionals in marketing and sales, academic researchers and educators, and collegiate marketing hopefuls.The AMA’s intellectual agenda seeks to se… Deceptive field research might include quasi-experimental designs such as having a confederate pose as a shoplifter to see how other shoppers react. Ethical advertising has become challenging these days, given that a lot of marketing strategies that tackles a global political issue can sometimes be misleading. While these protections are in place, legal and ethical issues arise because the majority of consumers are either unaware of such protections or cannot bothered to report petty offences. Perhaps the first step for researchers in a phenomenological study should be to mentally reverse roles and ask how they would feel as a respondent participating in the proposed research. Hill, Ronald Paul (1992), "Homeless Children: Coping With Material Losses," Journal of Consumer Affairs, 26 (2), 274-287). Knerr (1982) suggests researchers take the following precautions to minimize the threat of legal action: (1) desensitize the research through design and statistical techniques rendering the data useless to legal authorities, or (2) store the data with a researcher residing outside the U.S. Wallendorf, Melanie and Eric J. Arnould (1991), "'We Gather Together': Consumption Rituals of Thanksgiving Day," Journal of Consumer Research, 18 (June), 13-31. Another deceptive technique is known as SUGGING , the practice of selling under the guise of research. Reamer, Frederic G. (1979), "Protecting Research Subjects and Unintended Consequences: The Effect of Guarantees of Confidentiality," Public Opinion Quarterly, 43 (Winter), 497-506. You find yourself in the uncomfortable and possibly illegal position of knowing more than you want to know. M. Wallendorf and P. Anderson, Provo, UT: Association for Consumer Research, 1-4. INTRODUCTION Picture this: As a diligent consumer researcher, you have taken the plea for socially responsible consumer research to heart and are studying people who overspend. The company uses this information to reach the customer with targeted advertising, but the process of targeting can have a chilling effect on personal freedom. While researchers want to honor their commitment of respect towards subjects' desire for confidentiality, knowledge of illegal activity may place the research and researchers in jeopardy. The simple heuristic-a subject should never be worse-off as a result of participating in a consumer research project-is a reasonable approach. By increasing the scope of consumer research to include social issues, and by utilizing qualitative research methods, researchers are finding themselves closer to their subjects: both in terms of physical proximity and level of intimacy. Whether or not researchers choose to reveal their purpose depends upon the research topic, design, and the observed population. In so doing, members grant MRA the authority to enforce the Code. What do you do now? Informed consent is one method frequently used by researchers to assure respondents of confidentiality. 20, ed. Given the inevitability of ethical dilemmas in marketing research, well-established ethical guidelines are critical for their resolution. Raymond M. Lee, Newbury Park, CA: Sage sick, you have conduct... 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