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Marketing Research/Buyer Behavior

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In a meeting with other members of the marketing department (your classmates), the following comment is made. Briefly compose a reasoned response to this statement: Due to the number of stakeholders involved, there is a significant chance that ethical dilemmas will arise when marketing research is conducted. Describe a potential ethical dilemma and suggest ways in which it can be avoided.

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Hi,

Interesting question! Let's take a closer look through discussion and example. I also attached the full article, from which this response is draw for further reading and research.

RESPONSE:

1. Due to the number of stakeholders involved, there is a significant chance that ethical dilemmas will arise when marketing research is conducted. Describe a potential dilemma and suggest ways in which it can be avoided.

Briefly, a basic role for a marketing researcher is that of intermediary between the producer of a product and the marketplace. The marketing researcher facilitates the flow of information from the market or customer to the producer of the good or service. Such a situation, with three major players?the producer, the customer and the market researcher?often sets the stage for conflicts of interest which can give rise to ethical problems (Fodness, 2005).

Let's look at two examples and a discussion on each situation.

Situation 1: After you make a brilliant final presentation on a business-to-business market research study, your client thanks you and then asks for the list of companies that responded to the survey, along with their ...

Solution Summary

This solution discusses the statement: Due to the number of stakeholders involved, there is a significant chance that ethical dilemmas will arise when marketing research is conducted. Through illustrative example, a potential ethical dilemma is described, and suggestions of ways to avoid it are discussed. Supplemented with a highly informative article on the ethics of marketing research.

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