8/13/2022

Chapter Three

Understanding Research Ethics

For use with Business Research Methods

by Quinlan, Babin, Carr, Griffin & Zikmund
9781473760356 © 2019 Cengage Learning

Aim of the Chapter

The aim of this chapter is to explain ethics, to introduce the
student to ethics in business research, and to help the
student develop an ethical perspective on research.

The chapter explains the basic precepts of research ethics.

The chapter explores fundamental ethical issues and

details some possible approaches to dealing with the
ethical issues and dilemmas of research
projects.

The chapter helps the student develop a

critical reflective ethical approach to research.
For use with Business Research Methods
by Quinlan, Babin, Carr, Griffin & Zikmund
9781473760356 © 2019 Cengage Learning

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Learning Objectives

At the end of this chapter the student should be able to:

• Define research ethics and apply ethical principles to business

research;
• Explain the importance of research ethics;
• Critique research from an ethical perspective;
• Engage in critical reflection on the ethics of their own research;
• Consider, explain and resolve the ethical issues and dilemmas in
their own research;
• Seek and secure formal ethical approval, where
necessary, for their own research.

For use with Business Research Methods

by Quinlan, Babin, Carr, Griffin & Zikmund
9781473760356 © 2019 Cengage Learning

RESEARCH SKILLS

At the end of this chapter the student should, using

the exercises on the accompanying online
platform, be able to:

• Provide an ethical reflection on a given project

• Critique a given ethical reflection

For use with Business Research Methods

by Quinlan, Babin, Carr, Griffin & Zikmund
9781473760356 © 2019 Cengage Learning

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Consider the stages in the research process

Ask yourself:

• what are the potential harms that might arise from your
research, and from the manner in which you engage with
the research and the standard you set for your research,
throughout every stage of the research process;

• what are the potential risks that might arise from your
research, and from the manner in which you engage with
the research and the
standard you set for your research,
throughout every stage of the research
process?

For use with Business Research Methods

by Quinlan, Babin, Carr, Griffin & Zikmund
9781473760356 © 2019 Cengage Learning

Defining Ethics

• Ethics can be defined as the moral

principles governing the conduct of an
individual, a group, or an organisation.

• In research, as in business, there are

fundamental ethical principles.

For use with Business Research Methods

by Quinlan, Babin, Carr, Griffin & Zikmund
9781473760356 © 2019 Cengage Learning

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Ethics in Business Research

Ethics in business research is simply the

application of ethical principles and
standards to business research.

For use with Business Research Methods

by Quinlan, Babin, Carr, Griffin & Zikmund
9781473760356 © 2019 Cengage Learning

Ethical Issues and Dilemmas in Business

Research

The recent global financial downturn raised

a significant number of issues and
dilemmas in relation to ethics in business.

In the aftermath of the downturn significant

changes have been made, and
continue to be made in relation to
ethical standards in the conduct of
business throughout the world.
For use with Business Research Methods
by Quinlan, Babin, Carr, Griffin & Zikmund
9781473760356 © 2019 Cengage Learning

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The Importance of Ethics in Research

When we undertake research, we are representing

ourselves and our institution or organisation in
the wider community.

We should consequently adopt the highest ethical

standards.

We should always try to present

ourselves as ethical practitioners and
professionals.
For use with Business Research Methods
by Quinlan, Babin, Carr, Griffin & Zikmund
9781473760356 © 2019 Cengage Learning

Ethics and Your Research

It is important that you begin to think as an

ethical practitioner

Critically engage with your own ethical

standards and behaviours

Critically engage with the ethical

standards of your own research
For use with Business Research Methods
by Quinlan, Babin, Carr, Griffin & Zikmund
9781473760356 © 2019 Cengage Learning

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Some Key Ethical Principles and Issues

Do no harm – above all, you should do no

harm

Integrity – the integrity of the research

project is dependent upon the integrity of
the researcher

For use with Business Research Methods

by Quinlan, Babin, Carr, Griffin & Zikmund
9781473760356 © 2019 Cengage Learning

11

Continued...

Plagiarism – plagiarism, the presentation of

somebody else’s work as your own, is a most
serious offence. To avoid plagiarism and
accusations of plagiarism you must learn to
reference properly.

Validity – above all, the research project must be

valid. The concept of validity in research is a
question of how logical, truthful, robust,
sound, reasonable, meaningful and
useful is the research.

For use with Business Research Methods

by Quinlan, Babin, Carr, Griffin & Zikmund
9781473760356 © 2019 Cengage Learning

12

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Continued...

Power - Power is the most fundamental ethical issue. Every

researcher should critically examine their engagement
with their research in terms of their own personal,
organisational and institutional power, and the impact
that may have on the research

Transparency – one established way of avoiding potential

harms in a research project is through the use of
openness and transparency. Through open
and honest communication about your
research you can identify and eliminate
potential harms

For use with Business Research Methods

by Quinlan, Babin, Carr, Griffin & Zikmund
9781473760356 © 2019 Cengage Learning

13

The Ethically Reflective Practitioner

It is important for standards in ethics in research

that every researcher becomes an ethically
reflective practitioner

Take time to think critically about the standards in

your own research

Critically reflect on the way in

which you conduct your research

For use with Business Research Methods

by Quinlan, Babin, Carr, Griffin & Zikmund
9781473760356 © 2019 Cengage Learning

14

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The Ethical Issues of Anonymity and

Confidentiality

Anonymity is a guarantee that researchers sometimes

make to research participants, individuals and/or
organisations, that they will not be identified at any time
during the research, and that they will not be identifiable
in any way in any written account of the research.

Confidentiality in research generally

refers to the guarantee that researchers
make to participants, individuals or
organisations, that their contribution to
the research will remain confidential

For use with Business Research Methods

by Quinlan, Babin, Carr, Griffin & Zikmund
9781473760356 © 2019 Cengage Learning

15

Informed Consent

The principle of informed consent is another

ethical concern.
• The researcher is obliged to inform potential
participants of the nature of the research, and
the nature and extent of their participation in the
research, and any possible consequences for
them arising from their participation.

• Based on this information, potential

participants may give their (informed)
consent to participate in the research
For use with Business Research Methods
by Quinlan, Babin, Carr, Griffin & Zikmund
9781473760356 © 2019 Cengage Learning

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Other Ethical Issues in Research

Other ethical issues include the issue of privileged access, the issue of
intrusion, and the issue of vulnerable populations.

• Privileged access – where the person has some advantage in

securing access.

• Intrusion – unwarranted, unnecessary and/or unwelcome intrusion

for the purposes of research is unethical, and potentially illegal.

• Vulnerable populations are populations with

some vulnerability, for example, in terms of
their social position, their age or their state of
well-being.

For use with Business Research Methods

by Quinlan, Babin, Carr, Griffin & Zikmund
9781473760356 © 2019 Cengage Learning

17

Research Ethics Committees (REC’s)

• Many organisations have REC’s

• These committees are made up of people appointed by the

organisation to oversee the ethical standards of research conducted
within the organisation.

• The requirements of such committees are often substantial – you

should establish as soon as possible whether or not you will be
required to submit your research proposal to an REC for ethical
approval.

• If you must, then you should as soon as

possible inform yourself of the requirements
of the REC.

For use with Business Research Methods

by Quinlan, Babin, Carr, Griffin & Zikmund
9781473760356 © 2019 Cengage Learning

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Research ethics checklist of

questions/prompts for ethical reflection –

• Questions for the planning phases of the research

process
• Questions for the literature review
• Questions for the population and sample
• Questions for data gathering
• Questions for negotiating access
• Questions for an ethical engagement with participants
• Questions for data management
• Questions for data analysis
• Questions for completing the research
• Questions for disseminating the research
For use with Business Research Methods
by Quinlan, Babin, Carr, Griffin & Zikmund
9781473760356 © 2019 Cengage Learning

19

Every aspect of the research

process requires substantial
ethical reflection
The questions and prompts provided in
this chapter are designed to help you
initiate this reflection

For use with Business Research Methods

by Quinlan, Babin, Carr, Griffin & Zikmund
9781473760356 © 2019 Cengage Learning

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