MARKETING 2018
MARKETING 2018
19th Edition
ISBN: 9780357033753
Author: Pride
Publisher: CENGAGE L
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Chapter 5, Problem 14DRQ
Summary Introduction

To discuss: Role of ethics in marketing research and reasons for the market researchers to be ethical.

Ethics is treated as a major branch of philosophy and it deals with right or wrong behavior. It is a moral principle that governing the behavior of a person.

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How are Marketing ethics relevant to research ?
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Which of the three pillars of marketing research ethics — earning the marketing client’s trust, earning respondents’ trust, or earning the public’s trust — is most essential to preserving the integrity of the marketing research industry, and why?
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