Open AccessEthical Criteria in Marketing Research
Author(s) -
Živile Vaitkūnienė
Publication year - 2002
Publication title -
ekonomika
Language(s) - English
Resource type - Journals
eISSN - 2424-6166
pISSN - 1392-1258
DOI - 10.15388/ekon.2002.17019
Subject(s) - foundation (evidence) , management science , strengths and weaknesses , ethical decision , descriptive research , marketing research , engineering ethics , marketing , ethical issues , empirical research , marketing ethics , sociology , psychology , public relations , business ethics , political science , business , epistemology , economics , social psychology , social science , engineering , law , philosophy
here are many different ethical theories that have been developed over the years by a number of philosophers. An overview of these theories, their strengths and weaknesses and how they can be applied by a marketing researcher to make decisions are presented in this paper. While the above theories all have pros and cons, ethical decision-making models, which are descriptive in nature, come into play. A few leading ethical decision-making models are presented, laying the foundation for a descriptive model for ethics in marketing research, that is developed further. The proposed theoretical model is backed up with an empirical example of marketing research.