Which of the following is an ethical problem in marketing research?
A) A researcher does not disclose problems that occurred during consumer interviews.
B) A company calls consumers under the guise of doing research when the phone calls are really sales pitches for the company's products.
C) A manager informs a researcher that the only acceptable results are ones that confirm the manager's existing viewpoints.
D) A researcher deliberately withholds details about how a research study was conducted.
E) All of the above.

Question

Quizplus · Accepted Answer

All of the listed options represent ethical problems in marketing research. The first option involves withholding information that may be important to the study findings, which could compromise the integrity of the research. The second option involves deception in research, which is not only unethical but may also lead to bias and unreliable results. The third option represents a conflict of interest, where the manager's personal biases may affect the interpretation of the research findings, thereby undermining its objectivity. The last option involves lack of transparency, which could make it difficult for other researchers to replicate the study and validate the findings.

Which of the Following Is an Ethical Problem in Marketing