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Marketing Research

This article delves into the ethical dilemmas inherent in marketing research, focusing on the rights and obligations of all parties involved: researchers, clients, and subjects. Key issues include the importance of truthfulness, privacy, informed consent, and the necessity for an objective stance in reporting findings. It explores the impact of societal norms on research practices and emphasizes the need to maintain confidentiality and foster open relationships between researchers and clients. The discussion also addresses the risks of deception and misrepresentation in research outcomes.

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Marketing Research

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  1. Marketing Research Marketing Research: Ethical Issues Dr. Zafer Erdogan

  2. Ethical Issues in MR • They are Philosophical questions • Societal norms-codesof behaviour adopted by a group • Codes of behavior-suggestwhat a member of group should do under given circumstances

  3. Three Parties involved in MR Subject’s Rights Client’s Rights Researcher’s Obligations Researcher’s Obligations Researcher Client Subject Researcher’s Rights Researcher’s Rights Subject’s Obligations Client’s Obligations Subject’s Rights Client’s Obligations

  4. Rights and Obligations of the Respondent • The obligation to be truthful • Privacy • Deception • The right to be informed

  5. Rights and Obligations of the Researcher • The purpose of research is research • Objectivity • Misrepresenting research • Protect the right to confidentiality of both subjects and clients • Dissemination of faulty conclusions • Competing research proposals

  6. Rights and Obligations of the Client Sponsor (User) • Ethics between buyer and seller • An open relationship with research suppliers • An open relationship with interested parties • Privacy • Commitment to research • Pseudo-pilot studies

  7. Advocacy Research • Research to support a specific legal claim

  8. A Final Note • No question that there are unethical researchers • Sometimes good researchers take short cuts • As most business people, researchers are generally ethical people

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