Broadening Student Perspectives On Marketing Research Ethics: Development And Applications Of A Teaching Module

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Amy Handlin

Keywords

Ethics, Surveys, Polls, Privacy, Transparency, Deception

Abstract

This paper describes an ethics module developed by the author to engage marketing research students during the fall semester, when they are bombarded by political polls. The module matches ethically questionable polling practices to similarly troubling practices in marketing research. The goals are to show that ethical principles are not topic- or context-bound and to broaden students perspectives on ethics, in general.

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