Ethics shmethics! As long as you get the next job. A moral dilemma

Reports on a survey amongst market research professionals to explore three questions: a) do researchers understand the rules that govern them professionally, b) do they invariably follow these rules, c) if not, is it because of ignorance of the rules, or because it is easier or more pragmatic or better for business to flout them occasionally? Responses were sought to a number of ethical problem scenarios which commonly occur in market research business, covering four areas: pitching for new work, fieldwork, debriefing and reporting, and money matters.

Ethics Shmethics! As Long As You Get the Next Job

A Moral Dilemma

Peter LovettConsumer Profile Ltd.

'We live in a world where the culture of dishonesty is pervasive and condoned'

Senior Researcher MMRS

'Most market researchers try to be ethical, but they often fail, either because of client pressures or, when things go wrong, just out of self preservation.'

Research Buyer MMRS

BACKGROUND

Recently, over a social game of snooker with a middle aged GP friend of mine, I asked him how he knew that he acted ethically in relation to his patients and his colleagues....

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