Journal of Research and Publication Ethics (연구윤리)

Korea Distribution Science Association (한국유통과학회)
권호 표지
DOI QR코드

DOI QR Code

Ethical Behaviors for Conducting Research based on the Perspective of Marketing Researchers

  • Junhyuck SUH (Business Administration, Sungkyunkwan University)
  • Received : 2023.03.16
  • Accepted : 2023.03.31
  • Published : 2023.03.31
Download PDF
⟨ Previous Next ⟩

Abstract

Purpose: While prior research has identified ethical issues in marketing research, more research needs to identify specific ethical behaviors that marketing researchers should adopt. This research addresses this gap by identifying a few ethical behaviors that marketing researchers should consider. Research design, data and methodology: The present study has a justification to collect adequate textual data in the current literature using screening process based on the marketing ethics topics and themes, and ethical behaviors of marketing researchers. Results: Based on the literature analysis, a marketing ethics model, which included the principles of fairness, honesty, responsibility, and respect for stakeholders. Since the rise of e-commerce and technology, a growing demand for a method to analyze website user behavior has been growing. Researchers in the field of marketing are responding to this demand by creating innovative interactive platforms. Conclusions: The term "ethical practices in market research" refers to a collection of best practices that, when followed, increase the likelihood that the research carries out is ethical, fair, and accurate. Because there needs to be more theoretical work done on the topic, there should be more empirical studies on ethical behaviors in marketing research.

Keywords

Acknowledgement

This study was supported by the research grant of the KODISA Scholarship Foundation in 2023.

References

  1. Acar, G., Englehardt, S., & Narayanan, A. (2020). No boundaries: data exfiltration by third parties embedded on web pages. Proceedings on Privacy Enhancing Technologies, 2020(4), 220-238. https://doi.org/10.2478/popets-2020-0070
  2. Anabo, I. F., Elexpuru-Albizuri, I., & Villardon-Gallego, L. (2019). Revisiting the Belmont Report's ethical principles in internet-mediated research: Perspectives from disciplinary associations in the social sciences. Ethics and Information Technology, 21(2), 137-149.
  3. Baier, K. (1958). Moral Point of View: A Rational Basis of Ethics. Ithaca, NY: Cornell University Press.
  4. Blankenship, A. B. (1964). Some Aspects of Ethics in Marketing Research. Journal of Marketing Research, 1 (May), 26-31. https://doi.org/10.2307/3149918
  5. Bradley, N. (2007). Marketing research: tools & techniques. Oxford University Press, USA.
  6. Brenner, Steven N. and Earl A. Molander (1977). Is the Ethics of Business Changing. Harvard Business Review, 55(JanuaryFebruary), 57-71.
  7. Busca, L., & Bertrandias, L. (2020). A framework for digital marketing research: investigating the four cultural eras of digital marketing. Journal of Interactive Marketing, 49(1), 1-19. https://doi.org/10.1016/j.intmar.2019.08.002
  8. Carroll, A. B. (1975). Managerial Ethics: A Post-Watergate View. Business Horizons, 18 (April), 75-80. https://doi.org/10.1016/0007-6813(75)90072-5
  9. Cluley, R., Green, W., & Owen, R. (2020). The changing role of the marketing researcher in the age of digital technology: Practitioner perspectives on the digitization of marketing research. International Journal of Market Research, 62(1), 27-42. https://doi.org/10.1177/1470785319865129
  10. Dwivedi, Y. K., Ismagilova, E., Hughes, D. L., Carlson, J., Filieri, R., Jacobson, J., ... & Wang, Y. (2021). Setting the future of digital and social media marketing research: Perspectives and research propositions. International Journal of Information Management, 59, 102168.
  11. Esteban-Bravo, M., & Vidal-Sanz, J. M. (2021). Marketing research methods: quantitative and qualitative approaches. Cambridge University Press.
  12. Fehr, R., Welsh, D., Yam, K. C., Baer, M., Wei, W., & Vaulont, M. (2019). The role of moral decoupling in the causes and consequences of unethical pro-organizational behavior. Organizational Behavior and Human Decision Processes, 153, 27-40. https://doi.org/10.1016/j.obhdp.2019.05.007
  13. Ferrell, 0. C. & K. Mark Weaver (1978). Ethical Beliefs of Marketing Managers. Journal of Marketing, 42 (July), 69-73.
  14. Fulmer, Robert M. (1969). Ethical Codes of Business. Personnel Administration, 36 (May-June), 49-57.
  15. Gottfredson, M., Puryear, R., & Phillips, S. (2005). Strategic sourcing. Harvard business review, 83(2), 132-139.
  16. Hassandoust, F., Akhlaghpour, S., & Johnston, A. C. (2021). Individuals' privacy concerns and adoption of contact tracing mobile applications in a pandemic: A situational privacy calculus perspective. Journal of the American Medical Informatics Association, 28(3), 463-471. https://doi.org/10.1093/jamia/ocaa240
  17. Hinds, J., Williams, E. J., & Joinson, A. N. (2020). "It wouldn't happen to me": Privacy concerns and perspectives following the Cambridge Analytica scandal. International Journal of Human-Computer Studies, 143(November), 102498.
  18. Jefferies, P., & Ungar, M. (2020). Social anxiety in young people: A prevalence study in seven countries. PloS one, 15(9), e0239133.
  19. Kang, E., & Hwmag, H. J. (2020). The consequences of data fabrication and falsification among researchers. Journal of Research and Publication Ethics, 1(2), 7-10.
  20. Kerr, A., Barry, M., & Kelleher, J. D. (2020). Expectations of artificial intelligence and the performativity of ethics: Implications for communication governance. Big Data & Society, 7(1), 1-12. https://doi.org/10.1186/s40537-019-0278-0
  21. Kohlberg, L. (1981). The Meaning and Measurement of Moral Development. Worcester, MA: Clark University Press
  22. McDaniel Jr, C., & Gates, R. (2018). Marketing research. John Wiley & Sons.
  23. Michaelidou, N., Micevski, M., & Cadogan, J. W. (2021). Users' ethical perceptions of social media research: Conceptualisation and measurement. Journal of Business Research, 124, 684-694.
  24. Nunan, D., Malhotra, N. K., & Birks, D. F. (2020). Marketing Research. Pearson UK.
  25. Rashid, I. A., Hamid, A. R. A., Zainudin, A. M., & Hatem, Z. M. (2019). Unethical behavior among professionals in the Malaysian construction industry. Proceeding of Civil Engineering UTM, 4(1), 126-132.
  26. Sarstedt, M., Hair, J. F., Pick, M., Liengaard, B. D., Radomir, L., & Ringle, C. M. (2022). Progress in partial least squares structural equation modeling use in marketing research in the last decade. Psychology & Marketing, 39(5), 1035-1064. https://doi.org/10.1002/mar.21640
  27. Sastry, V. V. L. N. (2020). Market Research. Bright & Young Publishers.
  28. Tawalbeh, L. A., Muheidat, F., Tawalbeh, M., & Quwaider, M. (2020). IoT Privacy and security: Challenges and solutions. Applied Sciences, 10(12), 4102.
  29. Valkenburg, G., Dix, G., Tijdink, J., & de Rijcke, S. (2021). Expanding research integrity: a cultural-practice perspective. Science and engineering ethics, 27(1), Article 10.
  30. Van Der Bles, A. M., Van Der Linden, S., Freeman, A. L., Mitchell, J., Galvao, A. B., Zaval, L., & Spiegelhalter, D. J. (2019). Communicating uncertainty about facts, numbers, and science. Royal Society open science, 6(5), 181870.
  31. Venkatadri, G., Lucherini, E., Sapiezynski, P., & Mislove, A. (2019). Investigating sources of PII used in Facebook's targeted advertising. Proc. Priv. Enhancing Technol., 2019(1), 227-244. https://doi.org/10.2478/popets-2019-0013
  32. Yadav, M. S., & Pavlou, P. A. (2020). Technology-enabled interactions in digital environments: A conceptual foundation for current and future research. Journal of the Academy of Marketing Science, 48, 132-136. https://doi.org/10.1007/s11747-019-00712-3
  33. Ziolkowska, M. J. (2021). Digital transformation and marketing activities in small and medium-sized enterprises. Sustainability, 13(5), 2512.