how to conduct ethically correct marketing research?

8/18/2019 How to conduct ethically Correct Marketing Research?

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Q: What questions of ethics arise in research? How

do we decide what is ethically correct in Marketing

research?

When it comes to marketing research, there are certain do’s and don’ts that should be

considered when collecting and delivering findings. This following topic covers definition of

ethics, importance of ethics and various different ethical issues that occur in market

research and suitable approaches for analyzing the collected data.

Derivation of word “Ethics”:

EH!"# is a Greek word: ethos means “custom or convention”, or “the spirit

of community”.

De$nition of Ethics: Oxford Dictionary denes Ethics as “%oral &rinci&les that govern a

&erson's (ehaviour or the conducting of an activity)” “he !ranch of phi"osophy that dea"s with mora"ity. Ethics is concerned with

distin#uishin# !etween #ood and evi" in the wor"d, !etween ri#ht and wron#

human actions, and !etween virtuous and non virtuous characteristics of

peop"e.” $t refers to “rules for distinguishing (etween right and wrong”)

$t is refers to “%orms for conduct that distin#uish !etween accepta!"e and

unaccepta!"e !ehaviour.

!%&ortance of Ethics:

Research ethics is an important part of professional life of every researcher and it

influences society in multiple ways. However, perception of ethics, its principles and its

importance may significantly vary between individuals, disciplines, and countries. Different

perceptions and lack of awareness have led to controversial debates about the benefits of

science, innovation and new technologies, as well as the societal responsibility of

researchers. In an era of digital science, where information communication technologies(ICT) are both the subject of and a tool for research, communication and collaboration,

ethical issues are gaining increasingly in importance.

One way of defining 'ethics' focuses onthe disciplines that study standards of conduct,

such as philosophy, theology, law, psychology, or sociology. For example, a "medical

ethicist" is someone who studies ethical standards in medicine. Another way definesethics


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as a method, procedure, or perspective for deciding how to act and for analyzing

complex problems and issues. For instance, in considering a complex issue likeglobal

warming, one may take an economic, ecological, political, or ethical perspective on the

problem. While an economist might examine the cost and benefits of various policies related

to global warming, an environmental ethicist could examine the ethical values and principles

at stake.

Many different disciplines, institutions, and professions have norms for behavior that suit

their particular aims and goals. These norms also help members of the discipline to

coordinate their actions or activities and to establish the public's trust of the discipline. For

instance, ethical norms govern conduct in medicine, law, engineering, and business. Ethical

norms also serve the aims or goals of research and apply topeople who conduct scientific

research or other scholarly or creative activities. There is even a specialized discipline,

research ethics, which studies these norms.

There are few points that focus on importance of ethics in research;

• Ethics promote the aim of Research: It promotes the purpose of research and it also

emphasizes that research must have knowledge, truth, and avoidance of error. For

example, prohibitions against fabricating, falsifying, or misrepresenting research data

promote the truth and avoid error.

• Promote values that are essentials for cooperation, coordination and for

collaborative workinglike trust, accountability, mutual respect and fairness. For

example, many ethical norms in research, such as guidelines for authorship, copyright

andpatenting policies, data sharing policies, and confidentiality rules in peer review,

are designed to protect intellectual property interests while encouraging collaboration.

Most researchers want to receive credit for their contributions and do not want to have

their ideas stolen or disclosed prematurely.

• Many of theethical norms help to ensure that researchers can be held

accountable to the public. For instance, federal policies on research misconduct,

conflicts of interest, thehuman subject’s protections, andanimal care and use are

necessary in order to make sure that researchers who are funded by public money canbe held accountable to the public.

• Ethical norms in research also help to build public support for research. People

are more likely to fund a research project if they can trust the quality and integrity of

research.

http://www.niehs.nih.gov/research/programs/geh/index.cfmhttp://www.niehs.nih.gov/research/programs/geh/index.cfmhttp://www.niehs.nih.gov/research/programs/geh/index.cfmhttp://www.niehs.nih.gov/careers/index.cfmhttp://www.niehs.nih.gov/careers/index.cfmhttp://www.niehs.nih.gov/about/techtransfer/index.cfmhttp://www.niehs.nih.gov/research/clinical/patientprotections/index.cfmhttp://www.niehs.nih.gov/health/topics/science/sya-iccvam/index.cfmhttp://www.niehs.nih.gov/health/topics/science/sya-iccvam/index.cfmhttp://www.niehs.nih.gov/careers/index.cfmhttp://www.niehs.nih.gov/careers/index.cfmhttp://www.niehs.nih.gov/about/techtransfer/index.cfmhttp://www.niehs.nih.gov/research/clinical/patientprotections/index.cfmhttp://www.niehs.nih.gov/health/topics/science/sya-iccvam/index.cfmhttp://www.niehs.nih.gov/research/programs/geh/index.cfmhttp://www.niehs.nih.gov/research/programs/geh/index.cfm


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Many of the norms of research promote a variety of other important moral and social values,

such as social responsibility, human rights, and animal welfare, compliance with the law,

and health and safety.

Q: What is Ethics and how does it apply to Market Research?

In the case of market research, ethics can be defined asthe moral principles that are

recognized when performing market research. It is the rules that guide us for right and

wrong. There are some practices on how research should be conducted, unfortunately

these guidelines are not always followed and there are often cases where data was

collected in unethical ways.

Ethics applies to market research in various ways. Data could not only be collected

unethically, but also presented and analyzed in a way that does now comply with industry

standards. For example, a market researcher could be collecting data and could change the

results of their findings in order to better prove their hypothesis on the matter.

In marketing research, ethical issues and concerns are common. Some of the more

common issues are as follows;

Privacy and Confidentiality

Honesty in collecting, analyzing and presenting data

Responsibility of researchers

1. Privacy and Confidentiality:i. Privacy and confidentiality can have several connotations as it can relate to

different areas, some of which include financial, medical, political, governmental

and legal issues, among others. In marketing research, privacy and

confidentiality generally involves:

i.The participants’ right to decide whether to obey with the investigator’s request,

ii.Their right to be debriefed about what is involved in their participation,

The extent to which personal information is collected,

iii.The disclosure and retention of personal information, and

iv.Adhering to codes of conduct and laws that dictate how to properly manage

participants’ privacy and keeping their information safe and confidential. The first

issue involves giving participants the right to choose if they want to be part of the

research and that they have the right not to answer questions they do not want to

answer. Often, participants do not know that they have this right and think it is their


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obligation to answer anything the investigator asks them. This is often the case

when partakers are older, uneducated or underprivileged so as ethical

researchers, it is our duty to inform them about their entitlements.

v.Participants also must be informed about what is involved in a given investigation.

For example, they must be debriefed at the end of a study, especially if an experimental

manipulation is used. They must be informed of one-way mirrors, microphones in the room

or projective techniques been used as to not to invade their privacy. Similarly, if

confidentiality about respondents’ personal information is promised but not kept, their right

to safety will be breached.

vi.There are types of personal information that can often be associated with invasion

of privacy. A researcher therefore must be aware that asking participants

questions about their sexual orientation, religion, political affiliations or income can

be seen as discriminative or irrelevant thus invading their privacy. If such

questions are necessary to the study, it is important to explain participant the

relevance of these questions and to warrant them that such information will be

kept anonymous and confidential.

For Example:

Codes of conduct from marketing research associations as well as provincial and

federal laws decree standard practices on disclosure and retention of personal

information. The Marketing Research and Intelligence Association (MRIA) is a

“Canadian notforprofit association representing all aspects of the market intelligence and surve! research industr!" (MRIA) that dictates standard marketing

research practices. Their #$$$ mem%ers must adhere to their privac! code . &ome of

their principles a%out disclosure and retention of personal information include'

Principle 4 – Limiting Collection of Personal Information

The MRIA will limit the collection of personal information to that which is necessary for the

purposes identified by the MRIA. The MRIA will collect personal information by fair and

lawful means.

Principle 5 – Limiting Use, Disclosure, and Retention of Personal Information

The MRIA will not use or disclose personal information for purposes other than those for

which it was collected, except with the consent of the individual or as required or permitted

by law. The MRIA will retain personal information only as long as necessary for the

fulfillment of those purposes.

http://www.mria-arim.ca/SPLASH/default.asphttp://www.mria-arim.ca/STANDARDS/Privacy.asphttp://www.mria-arim.ca/SPLASH/default.asphttp://www.mria-arim.ca/STANDARDS/Privacy.asp


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As we can see, respecting respondent’s privacy and keeping their information confidential

plays a big role in being ethical when doing marketing research. As researchers, it is

important to be aware of our duties and obligations with the people we interview or observe.

We must let them know of their rights: right to choose, right to safety and right to be

informed. Finally, we must also respect the information they contribute for a given

investigation by managing it well and by keeping it secure and confidential.

2. Honesty in Presenting and Analyzing Results:

Analyzing results is the procedure of assessing, illustrating, and reviewing data by using

statistical and logical techniques. To curb the misleading of marketing research and errors of

statistics, it’s necessary for researchers to honestly present and analyze results. The reports

should be written in a way that is logical and persuasive. Both primary data and secondary

data can be used for presenting and analyzing. Secondary data may be brought into the

analysis to help find results. However, in order to avoid unreliable information, researchers

need to consider the following items:

• Specification and methodology used.

• The dependability of the source must be seen.

• Is the data current?

• Does it apply to the time frame you’re interested in?

3. Responsibility of Researchers:Individuals all have responsibility to ensure that they have ability to meet the goal of

research when they work with a research project. Responsibility of researchers plays an

important role in research project, and it can help the people perform the project efficiently.

Researchers who are working on a project need to have the following responsibility:

• Conducting the research

• Ensuring the outline is on the track

• Protecting the confidential data

• Recording any events

Researchers have overall responsibility for the project and accountable to the employer of

the research; therefore, they are required to provide appropriated management to all

working, ensure all the date is appropriated, and report any of misconduct.

4. Other points that must be considered in conducting research ethically:


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xiii. Competence: Maintain and improve your own professional competence and

expertise through lifelong education and learning; take steps to promote competence

in science as a whole.

xiv. Legality: Know and obey relevant laws and institutional and governmental policies.

Ethical Decision Making in Research with Examples:

Although codes, policies, and principals are very important and useful, like any set of rules,

they do not cover every situation, they often conflict, and they require considerable

interpretation. It is therefore important for researchers to learn how to interpret, assess, and

apply various research rules and how to make decisions and to act in various situations.

The vast majority of decisions involve the straightforward application of ethical rules. For

example, consider the following case,

Case 1:

The research protocol for a study of a drug on hypertension requires the administration of

the drug at different doses to 50 laboratory mice, with chemical and behavioral tests to

determine toxic effects. Tom has almost finished the experiment for Dr. Q. He has only 5

mice left to test. However, he really wants to finish his work in time to go to Florida on spring

break with his friends, who are leaving tonight. He has injected the drug in all 50 mice but

has not completed all of the tests. He therefore decides to extrapolate from the 45

completed results to produce the 5 additional results.

Many different research ethics policies would hold that Tom has acted unethically by

fabricating data. If this study were sponsored by a federal agency, such as the NIH, his

actions would constitute a form ofresearch misconduct, which the government defines as

"fabrication, falsification, or plagiarism" (or FFP). Actions that nearly all researchers classify

as unethical are viewed as misconduct. It is important to remember, however, that

misconduct occurs only when researchersintend to deceive: honest errors related to

sloppiness, poor record keeping, miscalculations, bias, self-deception, and even negligence

do not constitute misconduct. Also,reasonable disagreements about research methods,

procedures, and interpretations do not constitute research misconduct. Consider the

following case:


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Case 2:

Dr. T has just discovered a mathematical error in a paper that has been accepted for

publication in a journal. The error does not affect the overall results of his research, but it is

potentially misleading. The journal has just gone to press, so it is too late to catch the errorbefore it appears in print. In order to avoid embarrassment, Dr. T decides to ignore the error.

Dr. T's error is not misconduct nor is his decision to take no action to correct the error. Most

researchers, as well as many different policies and codes, including ECU's policies, would

say that Dr. T should tell the journal about the error and consider publishing a correction or

errata. Failing to publish a correction would be unethical because it would violate norms

relating to honesty and objectivity in research.

There are many other activities that the government does not define as "misconduct" but

which are still regarded by most researchers as unethical. These are called "other

deviations" from acceptable research practices and include:

• Publishing the same paper in two different journals without telling the editors

• Submitting the same paper to different journals without telling the editors

• Not informing a collaborator of your intent to file a patent in order to make sure that

you are the sole inventor

• Including a colleague as an author on a paper in return for a favor even though the

colleague did not make a serious contribution to the paper

• Discussing with your colleagues confidential data from a paper that you are

reviewing for a journal

• Trimming outliers from a data set without discussing your reasons in paper

• Using an inappropriate statistical technique in order to enhance the significance of

your research

• By passing the peer review process and announcing your results through a press

conference without giving peers adequate information to review your work

• Conducting a review of the literature that fails to acknowledge the contributions of

other people in the field or relevant prior work

• Stretching the truth on a grant application in order to convince reviewers that your

project will make a significant contribution to the field

• Stretching the truth on a job application or curriculum vita


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• Giving the same research project to two graduate students in order to see who can

do it the fastest

• Overworking, neglecting, or exploiting graduate or post-doctoral students

• Failing to keep good research records

• Failing to maintain research data for a reasonable period of time

• Making derogatory comments and personal attacks in your review of author's

submission

• Promising a student a better grade for sexual favors

• Using a racist epithet in the laboratory

• Making significant deviations from the research protocol approved by your

institution's Animal Care and Use Committee or Institutional Review Board for Human

Subjects Research without telling the committee or the board

• Not reporting an adverse event in a human research experiment

• Wasting animals in research

• Exposing students and staff to biological risks in violation of your institution's

biosafety rules

• Rejecting a manuscript for publication without even reading it

• Sabotaging someone's work

• Stealing supplies, books, or data

• Rigging an experiment so you know how it will turn out

• Making unauthorized copies of data, papers, or computer programs

• Owning over $10,000 in stock in a company that sponsors your research and not

disclosing this financial interest

• Deliberately overestimating the clinical significance of a new drug in order to obtain

economic benefits

These actions would be regarded as unethical by most scientists and some might even be

illegal. Most of these would also violate different professional ethics codes or institutional

policies. However, they do not fall into the narrow category of actions that the governmentclassifies as research misconduct. Indeed, there has been considerable debate about the

definition of "research misconduct" and many researchers and policy makers are not

satisfied with the government's narrow definition that focuses on FFP. However, given the

huge list of potential offenses that might fall into the category "other serious deviations," and


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the practical problems with defining and policing these other deviations, it is understandable

why government officials have chosen to limit their focus.

References:

• www.google.com

• Wikipedia.com

• Marketing Research and Intelligence Association (MRIA)

Name: Danish Alam

Roll No. FA-15, RMS-002

Thank you Sir G ………..

how to conduct ethically correct marketing research?

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