Journal of Management Research

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Ethical Issues Encountered by Marketing Researchers in India


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1 University School of Management Studies Guru Gobind Singh Indraprastha University Kashmere Gate, Delhi 110006
     

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With the growth of the marketing research function, the significance of ethical issues in the field is also increasing. The validity of research findings and their utilization, respondent willingness to cooperate, the rights of the various stakeholders in the research process as well as the very credibility of the profession are impacted by research ethics. This paper provides the findings of an empirical investigation into the frequency with which major ethical issues are encountered by marketing researchers-in marketing departments and research agencies in India. The study finds that though the overall reported frequency of encountering unethical practices is on the lower side, there is nevertheless a general acknowledgment of the existence of these practices and that opinions on what constitutes unethical practice is divided with regard to certain issues.

Keywords

Ethics, Marketing Research, Respondent Abuse, Research Integrity
User
Notifications

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  • Ethical Issues Encountered by Marketing Researchers in India

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Authors

Meenakshi Handa
University School of Management Studies Guru Gobind Singh Indraprastha University Kashmere Gate, Delhi 110006

Abstract


With the growth of the marketing research function, the significance of ethical issues in the field is also increasing. The validity of research findings and their utilization, respondent willingness to cooperate, the rights of the various stakeholders in the research process as well as the very credibility of the profession are impacted by research ethics. This paper provides the findings of an empirical investigation into the frequency with which major ethical issues are encountered by marketing researchers-in marketing departments and research agencies in India. The study finds that though the overall reported frequency of encountering unethical practices is on the lower side, there is nevertheless a general acknowledgment of the existence of these practices and that opinions on what constitutes unethical practice is divided with regard to certain issues.

Keywords


Ethics, Marketing Research, Respondent Abuse, Research Integrity

References