blog 8- gaurav thakur

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BLOG # 8

ETHICAL ISSUES/PRIVACY ISSUES

IN

MARKETING RESEARCH

MKT1204

Submitted by: Submitted to:

Gaurav Thakur Prof: Martin Taller

Student Id: 040-712-284 Program Coordinator

MBIR, Algonquin College

DOS: Nov 21st, 2011


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According to Norman Bowie in Relativism and the Moral Obligations of Multinational

Corporations, basic ethical principles do not vary among cultures. As market researcher

what are your thoughts on this difficult subject. Do you defend this principle or are you

against it?Use your understanding of the reference material from the associations, your course notes

and any other secondary research you wish to provide.

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Ethical relativism is the theory that holds that morality is relative to the norms of one's culture.

That is, whether an action is right or wrong depends on the moral norms of the society in which

it is practiced. The same action may be morally right in one society but be morally wrong in

another.

(Buckner, 2010)1

for example the display of Dentyne ice banner ad(practise safe breath) in educational institution

is morally right in Canada, although it would be morally wrong to be placed in an educational

institution anywhere in India because of various reasons like encouraging indecency and sexual

behaviour in colleges by students.

Courtesy: Banner Advertisement at Algonquin college

This example does, of course, support the claim that as a matter of fact ethical principles vary

according to cultures. However it does not support the stronger conclusion that underlying

ethical principles vary according to culture.

(Beauchamp, Bowie & Arnold, 2008)2


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For the ethical relativist, there are no universal moral standards - standards that can be

universally applied to all peoples at all times. The only moral standards against which a society's

practices can be judged are its own. If ethical relativism is correct, there can be no common

framework for resolving moral disputes or for reaching agreement on ethical matters among

members of different societies.

In one of the corporate cultures, say a producer of tobacco products, may feel that researching

the benefits consumers desire in cigarettes is ethical since it fulfills a consumer need to smoke.

Another corporate culture, say Health Canada, may feel that researching the benefits consumers

desire in cigarettes is unethical since it results in a product that is harmful to consumers health.

Thus, there is no absolute ethical course of action; as a result, whatever the action taken, it

cannot be disagreed with ethically.

(Malhotra & Miller)3

Most ethicists reject the theory of ethical relativism. They claim that while the moral practices of

societies may differ, the fundamental moral principles underlying these practices do not. like

Beauchamp, Bowie & Arnold`s example explains that in some societies, killing one's parents

after they reached a certain age was common practice, stemming from the belief that people were

better off in the afterlife if they entered it while still physically active and vigorous. While such a

practice would be condemned in our society, we would agree with these societies on theunderlying moral principle - the duty to care for parents. Societies, then, may differ in their

application of fundamental moral principles but agree on the principles.

(Beauchamp, Bowie & Arnold, 2008)4

But even if the theory of ethical relativism is rejected, it must be acknowledged that the concept

raises important issues. Ethical relativism reminds us that different societies have different moral

beliefs and that our beliefs are deeply influenced by culture. It also encourages us to explore the

reasons underlying beliefs that differ from our own, while challenging us to examine our reasons

for the beliefs and values we hold.

However, as a Market Researcher and from the Market Research point of view I am mostly with

the agreement that the basic fundamental principle do not vary among cultures they are more orless similar in nature. I agree that certain practices, such as customs regarding dress and decency,


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may depend on local custom whereas other practices, such as slavery, torture, or political

repression, may be governed by universal moral standards and judged wrong despite the many

other differences that exist among cultures. I have an opinion that simply because some practices

are relative does not mean that all practices are relative.

Even the market research students who are supposed to be the future talent of the industry have

considered to balance between their moral and ethical obligations as well as to be financially

healthy and position themselves as a strong brand.Maritte Brethouwer a student of VUUniversity, Amsterdam, The Netherlands is a participating student with ESOMAR she writes in

her career aspirations about moral and ethical obligations too.5

Web link5:

http://www.esomar.org/career-development/students-and-academics/future-talent/participating-

students-and-testimonials/2009-2/mariette-brethouwer.php

Bibliography

1 Buckner, M. (2010). The abcs of ethics: A resource for leaders, managers, and professionals.

(p. 47). USA: iUniverse.

2Beauchamp, T., Bowie, N., & Arnold, D. (2008).Ethical theory and business. (8 ed., p. 578).

New Jersey: Pesrson.

3Malhotra , N., & Miller, G. (n.d.). An integrated model for ethical decisions in marketing

research.Marketing and Management Science, 266. Retrieved from

http://www.springerlink.com/content/u250j2625736k5h7/

4 Beauchamp, T., Bowie, N., & Arnold, D. (2008).Ethical theory and business. (8 ed., p. 578).

New Jersey: Pesrson.

5Web link: http://www.esomar.org/career-development/students-and-academics/future-

talent/participating-students-and-testimonials/2009-2/mariette-brethouwer.php
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