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Kathy Joe, Finn Raben & Adam Phillips

In: The SAGE Handbook of Survey Methodology

Chapter 7: The Ethical Issues of Survey and Market Research

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The Ethical Issues of Survey and Market Research
The ethical issues of survey and market research
Kathy JoeFinn RabenAdam Phillips
INTRODUCTION

There is a school of thought that says turning a discussion towards the subject of ethics in survey and market research is a guaranteed way to kill the conversation! However, it is important to remember that any breach of public trust, cultural standards, best practice or prevailing law (no matter how small), can impact upon the reputation of the entire Market Research industry.

Every year, a huge number of consumers and citizens around the world provide market, social and opinion researchers with an extraordinary amount and range of information about their preferences, behaviour and views. The information gathered is used in a wide variety of ways, including ...

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