Codes of ethics' use by marketing research practitioners and effects on ethical behaviour: An empirical study
Anca C. Yallop
University of Winchester, UK
Simon Mowatt
Auckland University of Technology, New Zealand
Introduction
Recent developments in market research, such as the use of big data and emerging research methodologies, highlight the need for researchers to be at the forefront of being able to manage ethical issues, especially when the technologies and environments change as such changes expose them to new risks. The industry has long recognised this need following the development of the European Society for Opinion and...