Learning Objectives Chapter 5

9.) Discuss ethical considerations of marketing research.

Most ethical issues regarding marketing research revolve around (1) deceit and fraud and (2) invasion of privacy. Researchers may be tempted to make "adjustments" to data so that desired results are achieved. Researchers should identify ways in which privacy may be invaded and seek to minimize the problem. Specific questions to address include the following.

• Is the action or anticipated action arbitrary or capricious? Does it unfairly single out an individual or group?
• Does the action or anticipated action violate the moral or legal rights of any individual or group?
• Does the action or anticipated action conform to accepted moral standards?
• Are there alternative courses of action that are less likely to cause actual or potential harm?