ethics of marketing research

Ethics of Marketing Research:

Ethics of Marketing Research Submitted by: Anjali Sharma MBA(BF)-II sem

Outline:

Outline What is ethics? What is marketing research? Importance Types of organization Role of marketing researcher Major stakeholders Problems Ethical principles

What are Ethics?:

What are Ethics? Ethics are a collection of principles of right conduct that shape the decisions that people or organizations make. Practicing ethics in marketing means deliberately applying standards of fairness, or moral rights and wrongs, to marketing decision making, behavior, and practice in the organization.

What is marketing research?:

What is marketing research? It is the systematic and objective identification,collection,analysis,and use of information for the purpose of improving decision making related to the identification and solution of problems and opportunities in marketing.

Importance of ethics in research::

Importance of ethics in research: Promote the aims of researcher Promote values Accountable to public Public support

Types of organization:

Types of organization Ethical Base- when an organization behaves ethically, customers develop more positive attitudes about the firm, its products, and its services. Non-Ethical Base- Not employing ethical marketing practices may lead to dissatisfied customers, bad publicity, a lack of trust, lost business, or, sometimes legal action.

Role of marketing researcher:

Role of marketing researcher A basic role for a marketing researcher is that of intermediary between the producer of a product and the marketplace. The marketing researcher facilitates the flow of information from the market or customer to the producer of the good or service

Major stakeholders:

Major stakeholders Four major stakeholders— The marketing researcher The client The respondent The public

4 Stakeholders::

4 Stakeholders: Client Respondent Public Marketing researcher

Problems::

Problems: Three key areas where problems often arise in marketing research: In the relationship between the researcher and the client Between the researcher and the research subject Between the researcher and the marketing research industry

Ethical principles::

Ethical principles: Honesty Objectivity Integrity Carefulness Openness Respect for intellectual prosperity Confidentiality Social responsibility

Slide 12:

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