Research, ethics, morality and quality - the map is not the territory

Neil McPhee

The early research industry was experimental, experiential and built around key individuals' skills. It is now far too often a 'process' with rules and procedures, resulting in a commoditised context for purchase, use and evaluation.

Research, ethics, morality and quality – the map is not the territory

Neil McPheeNuance Research Ltd, United Kingdom

THE MAP IS NOT THE TERRITORY

This paper will discuss this framework and argue that the changes in the research and marketing worlds are too significant to pass without a review of this emphasis on process and a revitalisation of the less formal aspects that represent real Ethics, Morality and Quality.

This paper is intentionally challenging and provocative, seeking to provoke debate, and encourages the world research community to rethink its blind faith in process and to recapture a belief and...

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