마케팅조사의 윤리문제 연구

• 영문명: A study on the ethical issues in marketing research
• 발행기관: 한국경영사학회
• 저자명: Lee Kwang Joo(李光周)
• 간행물 정보: 『경영사연구(경영사학)』제13집 제2호(통권18호), 285~304쪽, 전체 20쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 1998.12.30

영문 초록

The significance of ethical issues in marketing is fostered by several emerging trends. However, few ethical guidelines are currently available to the marketing researchers. Major ethical issues involving consumer respondents are as follows; 1) preserving participants’ anonymity. 2) exposing participants to mental stress. 3) use of special equipment and techniques. 4) involving participants in research without their knowledge. 5) use of deception. 6) use of coercion. 7) selling under the guise of research (“sugging”). 8) causing embarrassment, hindrance, or offence. This article focuses on the contention that an understanding of ethical issues involving in marketing research is essential for producing quality research. Also discussed basis subjects’ rights, which may be conceived as being analogous to the rights specified for consumers: the rights to choose, the rights to safety, the rights to be informed, and the rights to be heard. The quality of data, whether survey or experimental, in the traditional or broad domain, may be affected unless ethical considerations are recognized and contended with.

목차

Ⅰ. 머리말

Ⅱ. 마케팅윤리의 성격

Ⅲ. 마케팅조사에서 제기되는 윤리문제

Ⅳ. 맺는 말

참고문헌

Abstract

키워드

ethical issues marketing research