Contemporary Marketing 16th Edition by Louis Boone,David Kurtz

Exercise 3

Consumer groups sometimes object to marketers' methods of collecting primary data from customers. They disagree with such means as product registration forms; certain types of games, contests, or product offers; and "cookies" and demographic questionnaires on company websites. Marketers believe these tools offer them an easy way to collect data. Most strictly control the use of such data and never link identifying information with consumers' financial or demographic profiles. However, the possibility of abuse or error always exists. Research the code of ethics of the American Marketing Association (AMA). Especially note the guidelines for use of the Internet in marketing research.
Check the websites of a few large consumer products companies. How effective do you think these sites are at informing visitors about the use of "cookies" on the sites? Do you think marketers could or should improve their protection of visitors' privacy? If so, how?