ETHICAL ISSUES IN

MARKETING RESEARCH

M.POORNACHANDRAN
(09AC27)
Rights and obligations of the Research
Participant
• The Obligation to be Truthful
• Participant’s Right to Privacy
• Deception in research Designs and the Right to
be Informed
• Protection from Harm
Rights and obligations of the Researcher
• The Purpose of Research is Research
• Objectivity
• Misrepresentation of research
• Confidentiality
• Dissemination of Faulty Conclusions
Rights and obligations of the Client Sponsor
• Ethical Behavior Between Buyer and Seller
• An Open Relationship with Research Suppliers
• An Open Relationship with Interested Parties
Thank you…