Principles of Marketing (16th Edition)
16th Edition
ISBN: 9780133795028
Author: Philip T. Kotler, Gary Armstrong
Publisher: PEARSON
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Chapter 4, Problem 4.11MA
Summary Introduction
Case summary:
Many companies like Company P, Company PG, and Company L mostly use the qualitative research method. This research will bring some ethical issues. Qualitative method is mostly on a physical proximity of the customers. It may collect the customers’ details without their knowledge. This may lead to confidential issues which arise as ethical issues.
To discuss: The action to be taken by the marketing researches and the guidance provided by the International Code of Marketing and Social Research Practice.
Marketing research is an organized design, meeting of data, investigating on the collected data, and reporting of data to the marketing situation.
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