Pregled bibliografske jedinice broj: 603690
Issues of unethical behaviour in marketing research
Issues of unethical behaviour in marketing research // Proceedings of the 8th International Conference of the Faculty of Management Koper, University of Primorska, MI 2007 – Management International Conference, Managing Global Transitions: Globalisation – Localisation – Regionalisation / Žižmond, Egon (ur.).
Portorož: Univerza na Primorskem, 2007. str. 97-105 (predavanje, međunarodna recenzija, cjeloviti rad (in extenso), znanstveni)
CROSBI ID: 603690 Za ispravke kontaktirajte CROSBI podršku putem web obrasca
Naslov
Issues of unethical behaviour in marketing research
Autori
Meler, Marcel ; Horvat, Đuro ; Trojak, Nataša
Vrsta, podvrsta i kategorija rada
Radovi u zbornicima skupova, cjeloviti rad (in extenso), znanstveni
Izvornik
Proceedings of the 8th International Conference of the Faculty of Management Koper, University of Primorska, MI 2007 – Management International Conference, Managing Global Transitions: Globalisation – Localisation – Regionalisation
/ Žižmond, Egon - Portorož : Univerza na Primorskem, 2007, 97-105
ISBN
978-961-6573-88-7
Skup
8th International Conference of the Faculty of Management Koper, University of Primorska
Mjesto i datum
Portorož, Slovenija, 20.11.2007. - 24.11.2007
Vrsta sudjelovanja
Predavanje
Vrsta recenzije
Međunarodna recenzija
Ključne riječi
business ethics ; ethics ; marketing research ; marketing
Sažetak
Marketing research helps to considerably reduce market risks, and to improve the probability of success and the validity of marketing decisions made on the basis of information obtained from researching the marketplace. For this to happen, however, the practise of ethical behaviour in marketing research is essential. This is an issue that can be viewed from a number of perspectives. The first relates to ethical issues that could arise in carrying out the work contracted between the client and the agency engaged for marketing research. Namely, the agency might carry out the job in an unprofessional manner, by falsifying results in favour of the client, or by intentionally concealing the methodological approach used in the research. When the job has been completed, ethical issues can also emerge if the agency makes uses of the information obtained from the client or the results obtained from the marketing research for other purposes without the client’s approval. Another ethical concern pertains to the way the end user of the information obtained from the research may choose to interpret research results by intentionally hiding specific information in order for certain business decisions to be made voluntarily. Finally, ethical issues may also arise with regard to research respondents if the declared anonymity of the research is abused through the subsequent use, in other purposes, of data obtained from the respondents.
Izvorni jezik
Engleski
Znanstvena područja
Ekonomija
POVEZANOST RADA
Projekti:
010-0102590-2577 - Razvijanje slavonsko-baranjskog turističkog clustera (Meler, Marcel, MZOS ) ( CroRIS)
Ustanove:
Ekonomski fakultet, Osijek
