MER1401 S8
Ethics in Marketing Research
Introduction to Ethical Principles
- The session focuses on ethical considerations in marketing research, emphasizing the importance of ethics that were not covered in previous sessions.
- Key topics include ethical principles specifically related to marketing, highlighting the need for a focused approach.
Four Key Ethical Principles
Transparency
- Transparency involves clearly explaining to users what data is collected and how it will be used, fostering trust during surveys.
- Consumers often hesitate to provide personal information due to concerns about privacy; thus, transparency is crucial for credible market research.
Data Protection
- Ethical market studies must ensure the privacy of collected data, reassuring participants that their information will not be shared with third parties.
- It’s essential to communicate the purpose behind data collection and align it with the company's actual objectives.
Purposefulness
- Data collection should have a clear intention; irrelevant data gathering can misalign with business goals and confuse consumers.
Compliance
- Adhering to internal and external policies regarding data usage is vital. This includes informing participants about how long their data will be retained and ensuring its destruction after use.
Importance of Credibility in Market Research
- Establishing credibility through transparent practices enhances professionalism within market research efforts.
Unethical Marketing Practices
Consumer Expectations
- Consumers expect that their survey responses will remain confidential and not be exploited for unsolicited purposes.
Distortion of Truth
- Examples include exaggerated marketing claims designed solely to attract attention rather than convey accurate information.
Exploitation of Vulnerable Groups
- Historical examples illustrate how marketing has targeted vulnerable populations by manipulating emotional appeals, such as using children in talent contests.
Ethical Marketing Practices
The Nature of Ethical Marketing
- Discussion on the existence of ethical marketing, highlighting that some marketing practices are considered unethical due to the omission of important information.
- Consumers perceive certain marketing tactics as deceptive, particularly those involving body shaming and comparative advertising.
Comparative Advertising Concerns
- Example provided about a weight loss pill advertisement that uses misleading before-and-after images to create unrealistic expectations.
- Emphasis on the importance of responsible comparisons in advertising, especially regarding body image and health.
Use of Altered Imagery in Marketing
- Critique of marketing that employs unrealistic or altered images, which can mislead consumers about product quality and appearance.
- Mention of social media filters and photo editing tools that enhance images but may not represent reality accurately.
Product Packaging Transparency
- Discussion on food packaging, specifically potato chip bags containing excess air for logistical reasons, leading to consumer perceptions of being cheated.
- Importance of maintaining accurate gram weights in product packaging to avoid misleading consumers about quantity.
Conclusion on Ethical Marketing
- Final thoughts on the significance of ethics in marketing practices; professionals should strive for transparency and honesty.
- Encouragement for marketers to contribute positively to the industry by adhering to ethical standards.