Ethical Considerations in Marketing Research
There are many ethical considerations taken into account when performing primary research. In specific, the most important factor is the rights of the respondent. The issues concerning respondent’s rights which the marketing researcher should keep in mind while performing his job are as follows (Kimmel & Smith, 2001): 1. The information collected relating to the marketing research from a respondent should not be abused for any other purpose. In order to prevent this, the staff conducting the marketing research must be selected carefully. 2. Harassing or forcing respondents to participate in survey or answering certain questions on the questionnaire is not good professional practice. Instead, the researcher should explain why the particular question is necessary, and leaving it to the respondent to consider if he/she wants to answer them. For instance, questions relating to income of the respondents are always regarded with anxiety, and an explanation may be given before asking the question as to why it is necessary. 3. Researchers should sustain anonymity of respondents. Sustaining anonymity minimises respondent’s anxiety and decreases the fear of losing social status. If a firm breaches anonymity, it will negatively affect the firm’s credibility, reputation and public image. “The respondent is viewed as a loser, while the client pays a toll in terms of higher costs such as possible legal actions and a damaged reputation. 4. It is the researcher’s duty to specifically reflect the respondent’s replies in his/her proposal to the sponsoring company (client). The proposal must not be based on any predetermined thought of the researcher, or altering of the facts to suit any of the parties involved including the client’s company. For instance, in order to receive project funding from financial