Ethical issues in Marketing Research
The importance of ethics in Marketing Research:
The topic of ethics is extremely important for marketingresearch and for market research. Ethics address whether aparticular action is right or wrong, good or bad. Marketing hascreated a perception that, within businesses, marketing is thearea most prone to unethical practices. Therefore, it isimperative that market researchers are associated withunethical practices. Volunteer participation is the very heart ofmarketing research. The consumer research programme wouldpractically cease to continue without the co-operation of thepublic from which the data are drawn. The need for ethics isthus is very clear. However, ethical decisions have the followingcharacteristics. They are1.
Most ethical decisions have extended or long termeffects.2.
Most of the ethical decisions are sometimes doubtful,rather there are multiple alternatives.