"Traditional Ethical Issues Facing Marketing Researchers" was a
surprise. First, I was surprised that there were so many ethical issues to take into
consideration and then I was surprised by the complexity of some of the scenarios. For
example, scenario 5 when the clients product management team wants to omit damaging
research from the formal report in order to avoid negative product image. The research
company wants to meet the needs of its client but "doctoring" the report provides false
information. It isn't ethical to knowingly provide false information and untrue data. But,
what does the research company do to handle this situation? I was just stunned to see
that this type of dilemma would even exist since the client did hire the research firm to
provide accurate information and not just information that made their product look good.
Traditional Ethical Issues Facing Marketing Researchers"
One of the biggest things that occur on Super Bowl Sunday is the introduction of dozens
of new commercials aimed to capture the attention of viewers, and in turn, increase
sales. In a 15 or 30 second advertisement, marketers are tasked with motivating a
consumer to desire the product being sold. One of the most interesting things I took from
the ÃÂ¡ÃÂ§Traditional Ethical Issues Facing Marketing ResearchersÃÂ¡ÃÂ¨ article was in Table 1 where
the following example of an ethical delima occurs:
A survey finds that 80% of the doctors responding do not recommend any particular
brand of margarine to their patients who are concerned about cholesterol. Five percent
recommend brand A, 4% recommend brand B, and no other brand is recommended by
more than 2% of the doctors. The company runs an advertisement that states: "More
doctors recommend brand A margarine for cholesterol control than any other brand."
Does this represent a...