Skip to main content

Please enter a keyword and click the arrow to search the site

Moral dilemmas and market research: remedial measures to mitigate the deception of respondents in market research

Subject

Marketing, Marketing

Authors / Editors

Klein J G;Smith N C

Publication Year

2002

Abstract

Unethical practices have been blamed for reduced consumer willingness to participate in commercial marketing research. While some of these practices are clearly avoidable, other practices are arguably unavoidable, particularly some deceptive practices. This paper illustrates an approach to the dilemma posed by ethically suspect but seemingly unavoidable research practices. Drawing on psychology, it develops and tests remedial measures that might mitigate the use of deception in market research, including forewarning, debriefing, and providing compensation. Study findings suggest that remedial measures may lower respondent concern about the practice and increase the likelihood of research participation, particularly the use of forewarning. Implications for practitioners and academic researchers are discussed.

Publication Notes

Revised edition (original August 2001)

Publication Research Centre

Centre for Marketing, Centre for Marketing

Series Number

02-703

Series

Centre for Marketing Working Paper

Available on ECCH

No


Select up to 4 programmes to compare

Select one more to compare
×
subscribe_image_desktop 5949B9BFE33243D782D1C7A17E3345D0

Sign up to receive our latest news and business thinking direct to your inbox

×

Sign up to receive our latest course information and business thinking

Leave your details above if you would like to receive emails containing the latest thought leadership, invitations to events and news about courses that could enhance your career. If you would prefer not to receive our emails, you can still access the case study by clicking the button below. You can opt-out of receiving our emails at any time by visiting: https://london.edu/my-profile-preferences or by unsubscribing through the link provided in our emails. View our Privacy Policy for more information on your rights.