Ethical Issues in Research Most research benefits both the sponsoring company and its consumers. Through research, companies learn more about respondents’ needs, resulting in more- satisfying products and services or understand a phenomenon. However, the misuse of research can also harm or annoy respondents. Some of the ethical issues involved in research are given below Intrusions on consumer privacy Many respondents feel positively about research and believe that it serves a useful purpose. Some actually enjoy being interviewed and giving their opinions. However, others strongly resent or even mistrust research. A few respondents fear that researchers might use sophisticated techniques to probe their deepest feelings and then use this knowledge to manipulate. Or they worry that researcher are building huge data bases full of personal information about respondents. Misuse of Research Findings Research studies can be powerful persuasion tools; companies often use study results as claims in their advertising and promotion. Today, however, many research studies appear to be little more than vehicles for pitching the sponsor’s products. In fact, in some cases, the research surveys appear to have been designed just to produce the intended effect. Few advertisers openly rig their research designs or blatantly misrepresent the findings; most abuses tend to be subtle stretches. Subtle manipulations of the study’s sample or the choice or wording of questions can greatly affect the conclusions reached. Online privacy and security From a broader social view point, internet marketing practices have raised a number of ethical and legal questions. There are certain negatives associated with internet such as unwanted e-mail and the annoyance of pop-up ads. Online privacy is perhaps the number-one e- commerce concern. Most e-marketers have become skilled at collecting and analyzing detailed consumer information. Marketers can easily track Web site visitors, and many consumers who participate in Web site activities provide extensive personal information. This may leave consumers open to information abuse if companies make unauthorized use of the information in marketing their products or exchanging data bases with other companies. Many consumers and policy makers worry that marketers have stepped over the line and are violating consumer’s right to privacy. Respondents’ Ethical Responsibility Respondents have certain ethical responsibilities in research. They should report data truthfully and in an unbiased manner as possible. The subject has also the responsibility to keep the research findings confidential if expected of him/ her. Misrepresentation of findings The researcher is responsible for accurately representing the research findings. Distortion in any form to benefit the client is unethical.
Posted on: Tue, 30 Jul 2013 15:19:33 +0000
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