TITLE

Ethical Concerns in Marketing Research

AUTHOR(S)
Sojka, Jane; Spangenberg, Eric R.
PUB. DATE
January 1994
SOURCE
Advances in Consumer Research;1994, Vol. 21 Issue 1, p392
SOURCE TYPE
Academic Journal
DOC. TYPE
Article
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. By increasing the scope of consumer research to include social issues, and by utilizing qualitative research methods, researchers are finding themselves closer to their subjects: both in terms of physical proximity and level of intimacy. This paper examines how disciplines outside of marketing have handled sensitive ethical issues and offers general guidelines for consumer researchers to consider when faced with decisions regarding research ethics.
ACCESSION #
9307155638

 

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