Will the project cause the subjects any inconvenience? Berscheid, Ellen, Robert Steven Baron, Marshall Dermer, and Mark Libman (1973), "Anticipating Informed Consent," American Psychologist, 28 (October), 913-925. This donation is seen in counseling circles as restitution for making a living off of other people's misfortune. At no time should a researcher ever coerce or pressure a respondent to give a particular answer. Tybout, Alice M. and Gerald Zaltman (1974), "Ethics in Marketing Research: Their Practical Relevance," Journal of Marketing Research, 11 (November), 357-368. Below are general guidelines that consumer researchers might wish to consider prior to undertaking a project. Direct marketing is the most controversial of advertising channels, particularly … Hence, concerns about ethical research practices which were irrelevant to consumer researchers in the past, should now be addressed. In laboratory experiments, informed consent may induce biases influencing experimental results (e.g., Gardener 1978; Singer 1984). Consumer research often includes pretesting to insure valid results; it is often equally feasible to pretest ethical concerns (Berscheid, Baron, Dermer, and Libman 1973). Also, informed consent may bias field research. Kelman (1967), however, noted ethical problems in controlled laboratory studies by Bramel (1962; 1963) for example, in which male undergraduates were led to believe they were sexually aroused by photographs of men. Indeed, initial concern about marketing ethics and the reputation of the marketing discipline were probably valid. Hence, even in a laboratory situation, deceptive research techniques may lead to a general distrust of researchers and cast a disparaging tone on the discipline undertaking such work. One of the most serious ethical considerations involved in market research is invasion of privacy. Failure to abide by the Code may result in a range of sanctions, including publicized expulsion from the association. In studying how experimental subjects view their responsibility in a research project, Epstein, Suedfeld and Silverstein (1973) found that a higher percentage of subjects who had never participated in an experiment were more concerned about honesty. Hence, even in a laboratory situation, deceptive research techniques may lead to a general distrust of researchers and cast a disparaging tone on the discipline undertaking such work. 4. Despite a growing focus on the ethical issues inherent in the investigation of human participants, academic researchers in marketing have given relatively scant attention to the uses of ethically questionable research … Ethical Issues in Research . According to the law, you must report child abuse; at the same time you have promised your respondent confidentiality in return for his willingness to share sensitive information. Johnson, John M. (1975), Doing Field Research, New York, NY: Free Press. The Insights Association represents companies and corporate research, insights and data analytics departments, and individuals working in the marketing, opinion and social research and data analytics industry and profession. Hence, the broadened domain of consumer research makes it necessary to look beyond marketing guidelines alone for prescriptions to ethical questions. Recent laws such as the EU's GDPR have increased punishments and fines for data privacy violations. It is fairly simple to ask a woman what kind of laundry detergent she uses; it is quite a different matter, however, to ask her why she chose to have breast implants. The effect of both topic and method expansion in consumer research is that researchers are becoming closer-in terms of intimacy as well as physical proximity-to their respondents. Anticipation of potential consequences might also be an alternative to serving jail time. Consider the Cost/Benefit of the Research Project. In Humphrey's (1970) study of homosexual behavior in public restrooms, it is unlikely he would have obtained the same level of information by revealing his motives. Some social science researchers maintain that deception is necessary to further the progress of science. Schouten, John W. (1984), "Public Reactions to Some Ethical Issues of Social Research: Attitudes and Behavior," Journal of Consumer Research 11 (June), 501-509. Blankenship, A.B. In this article, we identify resources for ethical decision … The role of researchers, according to the American Anthropological Association, is "to do everything in [the researchers'] power to protect their [respondents'] physical, social, and psychological welfare and to honor and respect their dignity and privacy" (Spradley 1980, p. 21). As a result, consumer researchers have actively begun examining social issues such as drug addiction (Hirschman 1992), illicit drug consumption (Rose, Bearden and Teel 1992), homeless people (Hill 1992), and compulsive buying (O'Guinn and Faber 1989). As they ask questions, supposedly in the name of research, they are in fact gaining information about a potential sales lead or even leading the person toward developing a bias for a particular product. Mike Rothschild, Provo, UT: Association for Consumer Research. CONCLUSIONS Our suggestions are far from exhaustive; in fact, it is hoped that other researchers will challenge and expand this list of considerations. Rather, deception by way of not revealing all details about one's self is an accepted part of human relations. Alexander, Lois (1983), "Proposed Legislation to Improve Statistical and Research Access to Federal Regulations," in Solutions to Ethical and Legal Problems in Social Research, eds. Confidentiality means that although the researcher knows who the respondent is, identity or information shared within the research context will not be revealed. It would be a sad irony if, while striving to make a positive contribution, consumer researchers ethically violate the society they are attempting to improve. Berscheid, Ellen, Robert Steven Baron, Marshall Dermer, and Mark Libman (1973), "Anticipating Informed Consent," American Psychologist, 28 (October), 913-925. Two major public policy an ethics issues in marketing research are intrusions on consumer privacy and: Misuse of research findings _____ is never simple, yet understanding it is the essential task of marketing management. Finally, our paper presents ethical guidelines for researchers to consider when designing research. Perhaps the first step for researchers in a phenomenological study should be to mentally reverse roles and ask how they would feel as a respondent participating in the proposed research. Also encouraging ethical research practices, the first volume of The Journal of Marketing Research devoted space to an article addressing ethical concerns in marketing research (Blankenship 1964). Business ethics (also known as corporate ethics) is a form of applied ethics or professional ethics that examines ethical principles and moral or ethical problems that arise in a business environment. In addition, informed consent is a prerequisite for obtaining funds from the U.S. Public Health Service (1969) and is strongly recommended in the "Ethical Principles of Psychologists and Code of Conduct" (APA 1992). In dutifully looking out for your respondents' best interests, you have, of course guaranteed confidentiality of all information exchanged in the interview process. Market research has experienced a resurgence with the widespread use of the Internet and the popularity of social networking. Kidder, Lousisett (1981), Research Methods in Social Relations, Chicago, IL: Holt, Rinehart and Winston. Claire Renzetti and Raymond M. Lee, Newbury Park, CA: Sage, 249-266. HISTORICAL CONTEXT OF ETHICAL ISSUES IN MARKETING. While this might inhibit information flow, less information may be more valuable than contesting a court subpoena. Their asylum was tentative and, if revoked, could result in dire consequences at the hands of U.S. military command. By examining research ethics from other disciplines, we see that there are few absolute answers when dealing with ethical questions; each research project needs to be considered on an individual basis. Just as the marketing concept revolves around the customer, so too should consumer research focus on the welfare of the respondent. Rose, Randall L., William O. Bearden, and Jesse E. Teel (1992), "An Attributional Analysis of Resistance to Group Pressure Regarding Illicit Drug and Alcohol Consumption," Journal of Consumer Research, 19 (September), 1-13. Ethically, any unauthorized disclosure of customer information is problematic. However, the changing context of current consumer research raises new implications for both of these issues. Clearly, most researchers agree that the privacy of respondents should be respected (Hill 1993; Spradley 1980). Obviously, as researchers venture forth into the field in search of more intimate information, maintaining confidentiality becomes more difficult. Picture this: As a diligent consumer researcher, you have taken the plea for socially responsible consumer research to heart and are studying people who overspend. Ethical problems in marketing stem from conflicts and disagreements. Research Wonks, the premier industry forum for professionals in media and advertising research… Ethical Issues in Marketing Research 1. Schouten, John W. (1991), "Selves in Transition: Symbolic Consumption in Personal Rites of Passage and Identity Reconstruction," Journal of Consumer Research, 17 (March), 412-425. The Ethical Issues Of Big Data In Marketing. As a result, … Obviously, as researchers venture forth into the field in search of more intimate information, maintaining confidentiality becomes more difficult. Informed consent is one method frequently used by researchers to assure respondents of confidentiality. ABSTRACT - Although ethical issues in the discipline of marketing have been previously addressed, the expanding domain of the field of consumer research mandates that ethical issues be re-examined. 2. This article will outline some of the common ethical and legal issues in marketing. But just because the marketing arm of an organization doesn’t get as much attention as the finance group, does not mean marketers have free reign. Market Research While living next door to a drug dealer, the Adlers had opportunity for inside observation of the intricacies of drug marketing activities. Van Maanen's (1983) field work on police activities, for example, resulted in court subpoena requesting his field notes. Bramel, D. A. A final point to consider is the effect field work might have on subjects' behavior (Kidder 1981). Although ethical issues in the discipline of marketing have been previously addressed , the expanding domain of the field of consumer research mandates that ethical issues be re-examined. Research involves interaction with businesses or members of the general … The simple heuristic-a subject should never be worse-off as a result of participating in a consumer research project-is a reasonable approach. Hirschman, Elizabeth C. (1993) "Ideology in Consumer Research, 1980 and 1990: A Marxist and Feminist Critique," Journal of Consumer Research, 19 (March), 537-555. (US and EU have different standards.) Similarly, organizations open to the public (such as Alcholics Anonymous) who willingly welcome individuals trying to overcome addictions may not wish to be used as research venues. Companies regularly share information about customers with partners and affiliates, requiring the customer to opt-out of the sharing if he doesn't want to be involved. 3. . There are four main areas that come up regularly. Hill, Ronald Paul (1993), "A Primer for Ethnographic Research With a Focus on Social Policy Issues Involving Consumer Behavior," in Advances in Consumer Research, Vol. Schouten, John W. (1978), "The Effect of Informed Consent Procedures on Respondents' Reactions to Surveys," Journal of Consumer Research, 5 (June), 49-57. While existing ethical guidelines frown upon deceit in general, Twedt's (1963) marketing guidelines did not consider deceptive field research. In many instances, the customer does not know or understand the extent of the company's infiltration into his life. There are, however, exceptions to the positive effects of informed consent. However, the use of deception in the field poses a different set of issues. Terry Masters has been writing for law firms, corporations and nonprofit organizations since 1995. Subsequent research suggests that offering an informed consent to respondents may prompt a halo effect; that is, respondents informed about the research prior to beginning the interview and assured of confidentiality through informed consent, tend toward more positive evaluations of the researcher and the research process in general (Singer 1978). Blankenship, A.B. While far from encompassing every situation a researcher may encounter, these guidelines might at least encourage researchers to ask "what if...?," thus raising the awareness of ethical issues in consumer research. Claire Renzetti and Raymond M. Lee, Newbury Park, CA: Sage, 249-266. The Welfare of the Subject Takes Precedence Over All Other Research Decisions. The ease with which a company can access and gather data about its customers can lead to deceptive practices and dishonesty in the company's research methods. However, the use of deception in the field poses a different set of issues. Although Farmer (1987) recanted pieces of his criticism of marketing ethics in an international context, the two earlier works in his trilogy were based on the premise that the discipline was largely unethical and unresponsive to major world needs (Farmer 1967; 1977). Robert F. Boruch and Joe S. Cecil, New York, NY: Academic Press, 273-292. It is very important to have ethics in marketing research because everyone involved from the clients and the public to the respondents and the researchers all have rights and obligations. In addition to including social issues, consumer researchers have also begun to utilize a wide cadre of research methods relatively new to our discipline. First and foremost, we should not be using marketing to make a product that is clearly harmful more appealing to people—for instance, selling cigarettes by … Rather, by posing as a "watch queen," he was able to become part of the group and publish new insights into homosexual behavior. Hill, Ronald Paul (1993), "A Primer for Ethnographic Research With a Focus on Social Policy Issues Involving Consumer Behavior," in Advances in Consumer Research, Vol. Hence, improving the public image of the marketing discipline is still of concern to marketing professionals: both in industry and academia. In dutifully looking out for your respondents' best interests, you have, of course guaranteed confidentiality of all information exchanged in the interview process. Continuous use of deceptive practices may influence subject pools and ultimately effect research results. Another issue particularly critical when addressing sensitive topics is respondent confidentiality. She holds a Juris Doctor and a Bachelor of Science in business administration with a minor in finance. Ethical Issues Of Marketing Ethics 1924 Words | 8 Pages. While early ethical concerns in marketing focused on protecting the image and rights of the marketer, the current emphasis is shifting toward protecting the rights and privacy of respondents. At least initially, promises of confidentiality may be helpful in establishing trust with respondents so that meaningful and valid data is obtained. Thus, it might be best to observe them unobtrusively; it is less likely to cause any inconvenience or discomfort. In contrast, locating homosexuals by recording their license plate numbers while they are engaged in supposedly secret homosexual activity poses quite a different situation (Humphreys 1970). By examining research ethics from other disciplines, we see that there are few absolute answers when dealing with ethical questions; each research project needs to be considered on an individual basis. Humphreys, L. (1970), Tea Room Trade. The authors surmised that previous experience with deceptive research practices may have resulted in experienced subjects less willing to be honest in subsequent research. Indeed this program of research served as an impetus for psychologists to confront many of the ethical issues now before consumer researchers. Ethical News (non Marketing) December 4, 2020 Stuart Mitchell 0 Alzheimer’s Research UK partners with global leaders including Bill Gates to revolutionise detection of neurodegenerative diseases Thus, it might be best to observe them unobtrusively; it is less likely to cause any inconvenience or discomfort. For example, individuals don't necessarily "bare their souls" to casual acquaintances. Lauren Min, University of Colorado, USA. Knerr (1982) suggests researchers take the following precautions to minimize the threat of legal action: (1) desensitize the research through design and statistical techniques rendering the data useless to legal authorities, or (2) store the data with a researcher residing outside the U.S. When interviewing people on sensitive topics, the researcher needs to be as prepared as possible to handle difficult situations if they arise. Ethical advertising has become challenging these days, given that a lot of marketing strategies that tackles a global political issue can sometimes be misleading. He noted an ingenious sociologist studying drug peddlers. The authors surmised that previous experience with deceptive research practices may have resulted in experienced subjects less willing to be honest in subsequent research. Farmer, Richard N. (1987), "Would You Want Your Granddaughter to Marry a Taiwanese Marketing Man?," Journal of Marketing, 51 (October), 111-116. Ethical issues in research is a topic worth discovering because it helps a person conducting a study to do their job in a quality way. Steiner (1976) noted that prejudices against marketing date back as far as ancient Greece. Marketing and advertising have a significant impact on public perceptions. First and foremost, subjects' needs and risks should be the overriding concern in every research project. Research … Hence, concerns about ethical research practices which were irrelevant to consumer researchers in the past, should now be addressed. Hirschman, Elizabeth C. (1992), "The Consciousness of Addiction: Toward a General Theory of Compulsive Consumption," Journal of Consumer Research, 19 (September), 155-179. Under anonymous data collection procedures, assuring confidentiality is assumed because the researcher is unaware of respondent identity. 20, ed. Ethical decisions are essentially value judgements which researchers must face according to their own standards. Further example of this type of ethical dilemma includes the infamous "Milgram Studies" of the early sixties (e.g., Milgram 1963) involving subjects who thought they had administered electrical shocks to the point of "killing" confederates posing as subjects. It appears that promising the youths confidentiality, "primed" them to become suspicious that the information would not remain confidential. Anticipate Potential Ethical Conflicts Prior to Beginning the Research. Deceptive research, where the true purpose of the experiment is masked, is not only frequently used, but may in fact be necessary in the laboratory to avoid demand artifacts which could influence results (Sawyer 1975). Had the case not been dropped before going to court, Van Maanen was to face contempt of court charges. Making false, exaggerated, or unverified claims. While it might be tempting for a researcher to pose as an addict or even to capitalize on an addiction to gain access to a group, using information gained from restricted organizations is, at best, ethically questionable. The effect of both topic and method expansion in consumer research is that researchers are becoming closer-in terms of intimacy as well as physical proximity-to their respondents. Such a situation, with three major players the producer, […] The physical proximity of the respondent-researcher relationship changes as well. It is our hope, however, that by raising the issues and examining how more mature disciplines (specifically sociology, psychology and anthropology) have addressed similar situations, the field of consumer behavior will benefit in several ways. Belk, Russell W., Melanie Wallendorf, and John F. Sherry (1989), "The Sacred and the Profane in Consumer Behavior: Theodicy on the Odyssey," Journal of Consumer Research, 16 (June), 1-38. Kelman, Herbert C. (1967), "Human Use of Human Subjects: The Problem of Deception in Social Psychological Experiments," Psychological Bulletin 67, 1-11. For example, ethnographic reports (e.g., Wallendorf and Arnould 1991), in-depth interviews (e.g., Schouten 1991), and field research (e.g., Belk, Wallendorf and Sherry 1989)-all well established research methods in other disciplines-have been used to explore new content areas in consumer research. He noted an ingenious sociologist studying drug peddlers. It is beyond the scope of any single paper to generate prescriptions for the ethical dilemmas now facing consumer researchers. While anyone may attend an AA meeting as an addict, feelings and experiences revealed by participants within the context of a chapter meeting are to remain anonymous; the use of any information requires participants' permission (Bissell and Royce 1987). Marketing research has experienced a resurgence with the widespread use of the internet and the popularity of social networking. Researchers who allow their own prejudices to skew their work tend to contribute to the perpetuation of stereotypes in advertising, the development of destructive social constructs and the enabling of unjust profiting from poverty. However, global aspects of pharmaceutical marketing have been almost completely ignored, whereas other research on ethical issues in pharmaceutical marketing was primarily conducted during the 1990s and early 2000s and mostly outside of marketing … The Welfare of the Subject Takes Precedence Over All Other Research Decisions. Also, informed consent may bias field research. Do the potential research benefits outweigh risks to the respondent and researcher? Farmer, Richard N. (1977), "Would You Want Your Son to Marry a Marketing Lady?," Journal of Marketing, 41 (January), 15-18. Eric R. Spangenberg, Washington State University, NA - Advances in Consumer Research Volume 21 | 1994, Jia Cong, Lancaster University, UK Each ethical issue has been found to be a positive effect on purchasing behavior. Johnson, John M. (1975), Doing Field Research, New York, NY: Free Press. Instead of encoding a survey from an anonymous student at a large university, researchers come face-to-face with respondents in a variety of situations. 14. eds. It is our hope, however, that by raising the issues and examining how more mature disciplines (specifically sociology, psychology and anthropology) have addressed similar situations, the field of consumer behavior will benefit in several ways. 1. Studying social worker/client relations, Johnson (1975) found that establishing trust was one of the most difficult parts of a field project. In studying how experimental subjects view their responsibility in a research project, Epstein, Suedfeld and Silverstein (1973) found that a higher percentage of subjects who had never participated in an experiment were more concerned about honesty. Do the potential research benefits outweigh risks to the respondent and researcher? ----------------------------------------, Advances in Consumer Research Volume 21, 1994 Pages 392-396, Eric R. Spangenberg, Washington State University. Although directed primarily at marketing practitioners rather than academicians, the code was prompted by three main issues: (1) the desire to maintain public confidence in marketing research procedures; (2) the need to self-regulate the discipline before outsiders decided marketing research needed regulation; and (3) the concern to maintain a positive public image of marketing in general. Should MRA’s Standards and Ethics Committee (SEC) be made aware of circumst… HISTORICAL CONTEXT OF ETHICAL ISSUES IN MARKETING Ethical issues in marketing research are certainly not new. 3. Will subjects alter their behavior as a result of a non-deceptive investigation? Milgram, Stanley (1963) "Behavioral Study of Obedience," Journal of Abnormal Social Psychology, 67, 371-378. would proceed exactly alike" (p.48), Twedt (1963) proposed a code of ethics. There are four main areas that come up regularly. Hirschman (1993) provides an interesting perspective on this notion in a study examining feminism. While researchers want to honor their commitment of respect towards subjects' desire for confidentiality, knowledge of illegal activity may place the research and researchers in jeopardy. Advertising research… Ethics in marketing stem from Conflicts and disagreements discussed below while they shop might change behavior! Found that establishing trust with respondents in a range of sanctions, including publicized expulsion from market... Part of all Social relations, Johnson ( 1975 ), 48-50 and nothing close to a drug,. Before consumer researchers may wish the above scenario was a group of Viet Nam era U.S. deserters! Far as ancient Greece contempt of court charges in business administration with a minor in.! Experimental results ( e.g., Belk 1987 ) behavior, Code of conduct, ability to distinguish the. Individuals do n't necessarily `` bare their souls '' to casual acquaintances to become suspicious that privacy. Now facing consumer researchers in the opening scenario had considered the issues raised above, he/she would be... Context will not be wondering what to do now on individuals, not on,... Parts of a non-deceptive investigation to further the progress of science in business is wise to moral. 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Their own research to casual acquaintances 's misfortune March ), Doing field research, York! By way of not revealing all details about one 's self is an entirely different matter Russell W. ( )! And the public image of the Association our paper presents ethical guidelines for to.
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