Deceptive Practices in Marketing Research: The Consumer’s Viewpoint

by Kenneth Schneider, Cynthia Holm



Consumers do, in fact differentially react to the ethical stature of various research practices. This ability or willingness by consumers to differentiate the ethical acceptability of various practices is in itself an important consideration for practicing researchers. People who are involved in the business community either directly or indirectly too often dismiss criticism from the general public as an expression of generalized distrust of business. Consumers react negatively to any and all business activity regardless of how honest or ethical sales peoples are. It would of course be premature and highly presumptuous to recommend sweeping policy changes. Recommendations regarding appropriate procedures for building a base of information regarding consumer perception of the ethics of marketing research practices, however would be neither premature nor presumptuous. It is important that the type of research reported here be replicated elsewhere. Investigations into other areas of ethical concern in marketing research activity and protection of the personnel privacy of respondents and subjects.

California Management Review

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Published at Berkeley Haas for more than sixty years, California Management Review seeks to share knowledge that challenges convention and shows a better way of doing business.

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