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Case 1-3 Ethical Dilemmas

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Submitted By ktaylor77
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Abstract This paper will describe what action would I recommended taking regarding Case 1-3
Ethical Dilemmas in Marketing Research. All decisions 1-6 will also list my justifications for every scenario. 1. Key criteria: Conducting telephone interviews to physicians using a fictitious company name.
Ethical dilemma: The issue of not telling the truth about the company you are calling from. I can see the reason because if the physicians knew it was the pharmauctical company the responses would be different.
Recommendations: Use the real name of the company because you should not use a fictitious name.
Justifications: If you are true with the company then you will get true results. If you are fictitious with the company then you are not really getting a benefit from the survey.

2. Key criteria: An attitude study conducted for a client, findings show product’s marketing efforts are not effective.
Ethical dilemma: Hiding results is not the right thing to do on any level. If you omit important information that shows the marketing efforts effective. This is info needed to be true to the research.
Recommendations: The results cannot be hidden because a product will not be marketing properly to sell. The results must be presented and then other options can be voiced at this time to maybe correct the issue.
Justifications: If you hide information then the marketing process will not be correct. You cannot try to sell something if you know the marketing is incorrect.

3. Key criteria: A questionnaire gets revised by a client, and the information is biased and invalid based on their changes.
Ethical dilemma: The client being told the questionnaire cannot be used because information is not valid. The risk of being fired as the firm who represents their marketing strategy.
Recommendations: To not send the invalid questionnaire out revised. We must

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