Chapter 10.5, Problem 1PC

Summary Introduction

To determine: The circumstances under which the use of consumer information is ethical in marketing research.

Introduction: Marketing is a process by which an organization increases the number of customers and retains them by satisfying the needs of the customers.

Marketing research is a process in which useful information is collected and used for the marketing decisions like segmentation, pricing, place and product.

Answer to Problem 1PC

To adhere to ethical norms data should be used only for the purposes of using such data which is factual and free from bias in the business-related decisions.

Explanation of Solution

Ethics is important while gathering information from people.

Guidelines issued in relation to marketing research are as follows:

• Guidelines prohibit the intention of raising funds in the name of marketing research.
• Guidelines emphasize maintaining the integrity of the data for correct interpretation.
• Guidelines require the organizations to treat people fairly.

As a result, it would be unethical to misuse the data obtained and therefore data should be used only for the purposes of using such data which is factual and free from bias in business-related decisions.