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Traditional Ethical Issues Facing Marketing Researchers was a surprise First I was surprised that there were so many ethical issues to take into consideration and then I was surprised by the complexity of some of the scenarios For example scenario 5 when the clients product management team wants to omit damaging research from the formal report in order to avoid negative product image The research company wants to meet the needs of its client but doctoring the report provides false information It isnt ethical to knowingly provide false information and untrue data But what does the research company do to handle this situation I was just stunned to see that this type of dilemma would even exist since the client did hire the research firm to provide accurate information and not just information that made their product look good Traditional Ethical Issues Facing Marketing Researchers One of the biggest things that occur on Super Bowl Sunday is the introduction of dozens of new commercials aimed to capture the attention of viewers and in turn increase sales In a 15 or 30 second advertisement marketers are tasked with motivating a consumer to desire the product being sold One of the most interesting things I took from the Ethical Issues Facing Marketing Researchers article was in Table 1 where the following example of an ethical delima occurs Scenario 2a A survey finds that 80 of the doctors responding do not recommend any particular brand of margarine to their patients who are concerned about cholesterol Five percent recommend brand A 4 recommend brand B and no other brand is recommended by more than 2 of the doctors The company runs an advertisement that states More doctors recommend brand A margarine for cholesterol control than any other brand Does this represent a proper usage of marketing research findings We all know how many commercials use this pitch 8 out of 10 doctors recommend X product etc etc But
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