Investigating market research ethics: an empirical study of codes of ethics in practice and their effect on ethical behaviour

In academic and practitioner literature, codes of ethics are generally understood to act as a mechanism guiding and ensuring ethical behaviour.
Yallop and Mowatt

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 environmen

WARC subscribers can sign in to keep reading

Not a subscriber?

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

WARC consistently delivers valuable insights that help to make me look like an expert in front of my colleagues and clients.

Dasha Boryso
Strategy Partner, Fetch

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands