Speaker 1: Hello friends, welcome back to Vishesh Classes, today's topic is ethical issues in marketing research, I have already covered the first unit on marketing research, only the ethical issues remain and its process remains, we will do the process in the next video and if you have not seen the video on marketing research before, then the link will be found in the description and you will also see it on the iCard above, okay, so first of all, what is ethics and before that, the main thing is that if you have not subscribed to my channel, do subscribe guys and share with your friends and family so let's start ethics what is marketing research which is a moral principle and value which a researcher or any research organization should consider means if I am doing research then what will be my moral values and principles which I should follow ok so we identify and see what are the ethical issues in marketing research, I have taken this article from the net, I will give you the link in the description so that you can help you in the exam, so what comes after that, what is ethics in marketing research, what is privacy of respondents, data and assurance regarding that is become an important part of marketing research, see if we do any research, before that, as you we need data to do research, so what our ethics say is that we have to keep their privacy, whatever data we have to ensure that this data will not leak anywhere, now we will see in detail what it says, but basic ethics say this, so ethically means that there will be 5 distinct entities in a good research that will affect the research process, who are general public, respondents in specific study, client, researcher and the research profession and the parties involved in marketing research are generally three, the client who is sponsoring the project, the supplier who designs and executes the research and the respondents who give you information, so what is the code of ethics by the American Marketing Association , it says that it has made a code of principle, we will explain some points in which these guidelines are for research users, for interviewers, for research practitioners, so this is the original language of AMA that they have written that first point says that researcher should collect information for specific marketing research and should not use data for any other purpose such as to attempt the sale of merchandise or sale services. So what does it say, first point says that the researcher should collect information only for his specific marketing research and should not use that data for any other purpose and nor can he sell any services or merchandise, this is against the protocol, next it says the researcher should protect the anonymity and confidentiality of the information collected from respondents, now suppose I have told you some data, suppose you are doing research on private or public job and I have told you something, then you cannot say that Divya has responded like this, means you have to protect the confidentiality of the information, you can't leak it, there will no be no intentional or deliberate misrepresentation of research methods or results, the interviewer should not use the gathered information for personal use or gain or advantage, the interviewer the interviewer should conduct the interview as per instruction and specification received or interviewer should conduct the interview as per instruction and specification received ok. So ethical issues of marketing research and consideration are first purpose and use of data. data, collective data should not be used for any other purpose, as we just read, we are reading by elaborating a little bit, we will see a few more points, so the main ethical issues say that the data you have collected, you will not use it for any other purpose, your research work is done, that's it, if you have done it, then it is against the ethical, it is against your moral and your principle that a researcher should follow, ok. In this case, the researcher plays a crucial role and he can assure respondents about the security of opinions and information given by the respondent, so researcher plays a crucial role here because he has to assure the respondent that the opinions that he is giving are secure, they are with him, they will not leak anywhere. Next comes force to answer, so researcher should not force any respondent for answer, that researcher cannot force any respondent for answer, means he will not compel you to answer this particular question, if the respondent is not feeling, he does not know, he is not giving the right answer, then you should not force him or her. Next comes data confidentiality, you have to keep protection of your data, means researcher and research organization should protect data properly, no one should go in such hands from where it can leak, you have to protect it, they should keep confidential data and information very safe and secure. Any client or outside person should not access confidential and important data from the organization. If suppose you have a lot of clients, then it should not happen that your other clients should also know that you have this information of this client. So that is wrong. Next comes personal and sensitive question, that you cannot ask any of the respondents his personal and sensitive questions. And you can not even can say that researcher or trained staff of appropriate sex can be used to reduce embarrassment cost. For example, suppose questionnaires, questions are related to female product, then it will be better to select female staff to do the research. If there is such a question, then you do not have to go for sensitive and personal. If there is such a thing that is being researched about female product, then it is better that a female research it so a better comfortability. Next is unbiased and accurate means proper unbiased and inaccurate information means it should always be unbiased means it is not that I know it so I will modulate it according to me I will tell it that you answer this so that is not the right research not the right way of doing research so marketing researcher should collect accurate information and report to research organization and client without any bias, okay. So now these are some ethical issues, which were our main, that what we saw, that whatever we will do with consideration of the market. Next comes that ethical issues in marketing research involving the protection of public. How can you protect the public in this? So first of all, it will come that, I mean, because look, if I do research, then the public will see it, right? I mean, if I have done any research, then the public will also trust that okay, so what should be that researcher should not product falsified or wrong project or research report means incomplete reporting should not be there, misleading should not be there and non-object should not be there. You can read about them. Next comes ethical issues in marketing research involving the protection of respondents means how you have to protect your respondents. First of all, use of marketing research used to sell products means that there should be should be privacy, right to privacy as we just saw, abuse of respondents means no abuse should be there, long interview means how can it be that the reason for long interviews can be personal question if you can ask, it can be confusing question if you can ask, so what is this also comes in the abuse of respondents, next comes ethical issues involving the protection of client, that how can you do the protection of client, that do not do any specialised unnecessary research, do not bring unqualified researchers, do not leak their information, keep confidential, and what is said, no technical jargon should be there, use round numbers properly, so what is all this, what can you do for the client, protection. issues in marketing research involving the protection of research firm, protection against improper solicitation of proposals, protection against disclosure of proprietary information or techniques, protection against the misrepresentation of findings, means you do not want to misrepresent your findings, then only you can take your research firm up. If tomorrow comes to know that this research firm shows false report, mislead report, then obviously your research that obviously ratings will go down, it means that you do not have to take any such proposal that is improper or then you do not have to misrepresent your findings and use proper techniques and information. Ethical issues include involving the protection of research profession, always use accepted research procedure, what is the procedure that you first took the problem, then how how to find the data, then you take a particular sample, then you do it, then everything is like this. Certification is very good, specific qualification and do not use inappropriate for any marketing research techniques such as political campaigns, so I hope you understand this, it is very easy. The basic thing you have to understand is that when you do research in any organization, So as a researcher, what are the moral values and principles you should have so that you do not lose any of it, I mean, you understand, I mean, you are respecting this thing of your own firm, of your own research profession, of the client, of the respondent, of everyone. So this is some ethical behavior that you have to bring inside if you want to be a good researcher. So I hope you understood this and if you want to write from the exam point of view, then you will get the link in the description and if you liked this lecture, then do share with your friends and family. Next you can also tell me in the comment box that which topic you have more problems with, so I can do that before, but next we will bring the marketing research process. I will try to complete the marketing research, so if you have a subject of MBA or BBA or comment below if you want me to make a video on any topic related to this topic so do let me know you can tell me in the comment box so thank you see you in the next video do subscribe guys thank you