Question 1

Larry is soliciting proposals from seven research suppliers.What is the ethical course of action in this situation?

Accepted Answer

It is ethical to inform all companies that theirs is one of seven proposals being solicited. Transparency is important in business dealings and not informing the companies that other proposals are being solicited may give them a false sense of exclusivity. It is better to be upfront about the situation from the beginning.

Question 2

Marge wishes to conduct an observation study of individuals eating meals at McDonald's.Does she need to obtain informed consent from those being observed?

Accepted Answer

The answer of Marge wishes to conduct an observation study...

Question 3

Carey,the agency researcher,conducts research to determine consumers' reactions to the client's latest advertising campaign.Carey remembers that the selection of the campaign's spokesperson was a controversial decision,with the client only grudgingly going along with the agency recommendation.The results show that consumers are very positive toward the campaign with one exception: they absolutely hate the spokesperson.Cary asks: "Since overall reactions are so positive,why don't I eliminate from the full report the survey questions that explore reactions to the spokesperson? Why bring up a controversial issue that everyone agrees is settled?"
Is Carey acting ethically?

Accepted Answer

The answer of Carey,the agency researcher,conducts research to determine consumers'...

Question 4

Peter is working on a press release for a research study his agency has just conducted.The press release notes that a full report is available.John plans to only include in the report the data that is favorable to his agency.Is this an ethical practice?

Accepted Answer

The answer of Peter is working on a press release...

Question 5

It is unethical to falsely say to a research supplier "If you give us a break on this research,I know that I can throw a lot of business your way later this year."

Accepted Answer

It is unethical to make a promise that cannot be fulfilled in order to obtain a discount. This behavior is dishonest and goes against the principles of trust and integrity in business relationships. It is important to be transparent and honest with suppliers about the actual amount of business that can be expected in the future.

Question 6

John is an advertising researcher planning a new project.He looks at the legal requirements and constraints for the project.John's point of view is that so long as the project is legal,then it is also ethical.Do you agree or disagree with John?

Accepted Answer

The answer of John is an advertising researcher planning a...

Question 7

John wants to report the research findings as "Our advertising awareness increased 200%." Mary wants to say "Our advertising awareness increased from 3% to 6%." Provide a point of view on which approach is the preferred approach.

Accepted Answer

The answer of John wants to report the research findings...

Question 8

Consider the chart below.  This chart ...

Accepted Answer

The answer of Consider the chart below.  This chart...

Question 9

Mary is the moderator for a focus group.The group consists of many shy individuals.Mary wants to avoid making these individuals feel uncomfortable,so she decides not to mention that the groups are being filmed and that individuals are watching the group from behind a one-way mirror.Would Mary's omission of this information be considered ethical?

Accepted Answer

The answer of Mary is the moderator for a focus...

Question 10

Mary has written a long telephone survey and,because of the length,many respondents are hanging up before the survey is completed.Mary has asked her interviewers to try to talk respondents out of quitting by referring to their "obligation" to complete the survey.Would Mary's actions be consistent with the criteria for the ethical treatment of respondents? Why or why not?

Accepted Answer

The answer of Mary has written a long telephone survey...

Question 11

You hire a firm to contact individuals about water quality.When contacted by phone,each individual is invited to participate in what you are calling the "National Water Quality Attitude Survey." When people agree to participate they are asked six questions.Based on their answers,those who indicate that they are concerned about water quality are asked,at the end of the interview,if they would like see a demonstration of a home water purification system,available only to them because they answered the survey questions.This approach to promoting the water purification system would be considered ethical.

Accepted Answer

The answer of You hire a firm to contact individuals...

Quiz 2: Research Ethics