Ethics in Marketing Research
Abstract
In the present day, marketing research has experienced a sudden growth with the extensive use of Internet and social media. In fact, it is becoming very easy for companies to connect with the customers and collect their private information. This exists since researchers are becoming closer in-terms of intimacy as well physical proximity to the customers.
This article aims to address the rising concern over the violation of ethics in marketing research particularly the right to privacy and confidentiality of information. This seems to be a critical area to consider as it has a direct and serious impact on the lives of customers.
However, before going any further, let’s understand what is ethics? In simple
…show more content…
Knowing about the customers, companies are able to better serve the needs of their customers. And at the same time, even the customers are privileged by getting a more satisfactory product. However, this research can be vastly misused as well that can harm the consumer’s interests. In fact, many companies follow deceptive and unethical practices in their research methods to increase their market share and profit as a whole. These practices can be anything from not telling the customers that their information is being recorded to selling unnecessary research.
Now let’s find out who are the key stakeholders in marketing research and how are they affected.
Key stakeholders include:
1. Public:
They are faced by two primary concerns which can hurt their rights. These are:
• Privacy Issues:
Misuse of privacy appears to be one of the most serious concerns in marketing research. Companies having ability to collect and store private customer information can result in the infringement of a person’s right to privacy. Though this information is primarily used for targeting marketing but it can also be sold thereby hurting customer’s personal freedom.
• Confidentiality
…show more content…
However, they often skew their work due to stereotypical behavior that can lead to a one-dimensional view especially of the minorities. This affects the research data.
4. Research Suppliers
Research suppliers are the fourth and final stakeholders who also have the right to be treated ethically. They can be abused through the following:
• Misrepresentation of findings
Their findings can often be distorted by the client for their own benefit which can affect the researcher’s reputation.
SUMMARY
Key Stakeholders Key Ethical Concerns
Public Privacy Issues Confidentiality Concerns
Respondents Abuse to respondents Delivering sales under the guise of research
Clients Unqualified research Disclosure of identity Lack of Objectivity
Research Suppliers Misrepresentation of findings
In order to avoid the above problems, various codes have been set-up. One of them being ‘The American Marketing Association’s Marketing Research Code of Ethics’.
Opinion
Based on the above analysis, it is evident that researchers must be extremely careful while performing research study. They should realize that the more they woo customers the more negative impact it creates in their mind regarding the brand image of the
Turow includes surveys that he has taken over the years in which people have said that the information advertising companies collect makes them feel “creeped out” (233). By including these statistics, Turow references a large group of people and incorporates the reader into it. He says that while some groups have tried to limit the power of data mining companies, the main problem is that the everyday consumer does not know the extent or outcome of the data provided. Turow makes the reader feel like they are not alone by grouping them with a large amount of consumers who also feel unsettled by this breach of privacy.
A stakeholder is someone who has interest or concern for an organisation or business. Stakeholders can be affected by policies, aims and objectives. An example of stakeholders would be employees and the government. Stakeholders can be individuals, groups and organisations. Owners of a business would be concerned about profit the business or organisation makes.
In this assignment I am going to discuss the stakeholders of two contrasting businesses. Stakeholders of Cancer Research- Owners- For a charity the owners of the business will eventually want the firm to expand and grow over a certain amount of years, this will lead to the firm becoming more recognised and they can offer their service not just nationally but internationally.
Stakeholders can be a person, groups and organisations with interest in the organisation. The four perspectives that stakeholders in health and social care. These are groups are Service users, Service Providers, Commissioners and the General Public. Service Users.
Q.What are the challenges that Ivan Gullien faces? The major challenge faced by Ivan Gullien was the development and implementation of the strategy. This was observed in the case that the category performance was going down and there was a minimum growth within the category itself over the last five years. Other challenges may include the increase the current market for the consumption Pillsbury cookie and use of most effective marketing communication.
Lawfulness, fairness, and transparency: This means that companies and organisations must be clear and open about how they collect, use, and share personal data. It also means they must have a good reason for doing so. 2. Purpose limitation: Companies and organisations can only collect personal data for a specific reason and can't use it for anything else without first obtaining permission from the data subject. 3.
Ethical issues concern in marketing has always been noted in marketing practice. According to Baker and Hart (2008), ethics itself has a profound, varied and rich past. It emphasizes on questions of right and wrong or good and bad. In this essay, it addresses the issues about how marketers should evade deceptive advertising as well as unethical pricing. Deceptive Advertising Deceptive advertising is known as false advertising.
In this assignment I am going to discuss the stakeholders of two contrasting business’. Sainsbury’s: One important stakeholder is owners. The owners of Sainsbury’s they have it in their best interest to make the business as successful as possible by setting aims and objectives for themselves and their employees. They want to make the most profit they possibly can whilst keeping their customers and suppliers happy.
The companies also sell people’s private information to make a profit, which is making people’s private life into a “product.” Although customized advertisements are useful for buyers and positive for corporations, targeted ads invade people’s privacy because tech companies manipulatively use people’s browser histories to endorse products, and secretly sell people’s personal information for revenue, turning individuals into
Introduction The key ethical issues that were presented in this case study were quality control, lack of customer care, responsiveness, and harming the customer. The Johnson and Johnson case may have been seen as a turning point due to many things the company did right. However, there were many ethical issues in this case which will be explored more throughout this paper.
3. Stakeholders: Definition:A person, group or organisation that has interest or concern in an organisation. Stakeholders can affect or be affected by the organisation 's actions, objectives and policies. Some examples of key stakeholders are creditors, directors, employees, government (and its agencies), owners (shareholders), suppliers, unions, and the community from which the business draws its resources. Not all stakeholders are equal.
Stakeholder define as a person, group or organization that has interest or concern in an organization. Some examples of key stakeholders are shareholders, employee, suppliers, customers and government. Not all stakeholders are equal. A company 's customers are entitled to fair trading practices but they are not entitled to the same consideration as the company 's employees.
Business ethics also referred to as corporate ethics can be considered as either a form of applied ethics or professional ethics. Its purpose is to analyse ethical principles and also moral as well as the ethical problems that might arise in a business environment. Business ethic is applicable to all parts of business conduct and also takes into consideration the conduct of individuals and the business organizations as a whole. Business ethics can be divided into normative and descriptive discipline. For the purpose of this assignment, the Nestle Company has been chosen.
Apart from that, ethics and high integrity could also increase the confidence of customers towards the organization (Trevino & Nelson, 2010). On contrary of that, according to Cadbury (2002) argument on unethical behaviour or a lack of corporate social responsibility, by comparison, may damage a firm 's reputation and make it less appealing to stakeholders and profit could fall as a result (Cadbury S., 2002). Besides
In my following literature review, I will be summarizing and discussing five articles that I have researched which all relate to different businesses that have portrayed unethical behaviours in some way. I will also be