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Framing Effects

In: Business and Management

Submitted By drich3
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MKT 444 Class Notes – Week 4:

* Ethical Issues In Marketing Research * Ethical questions are philosophical questions * Marketing ethics: the application of morals to behavior related to the exchange environment * See the marketing ethics statements in BlackBoard * Conceptually, marketing ethics are just regular ethics applied in a marketing context. * Moral standards: principles that reflect beliefs about what is proper behavior and what is improper. Morality varies among people. * Cultural/religions aspect * Ethics and morality are not the same thing but related * Ethical dilemma: a situation in which one must choose from alternative courses of actions, each with different ethical implications. * Moral Stances * Absolutism * There is only one valid moral standard (and the person know which one it is) * Relativism * Rejects absolute principles in favor of situation-based evaluations, but within boundaries * Acknowledges that other views my be valid * Moral Behavior * Reflects the degree to which one bases ones decisions on moral standards. * Example: the golden rule (there are two with different inferences for behavior) * General Rights and Obligations of Concerned Parties * Everyone involved in marketing research can face an ethical dilemma * The people actually performing the research – the “doers” * The research client, sponsor, or the management team requesting the research – the “users” * The research participants * Society at large * Active Research * Auto-dialing of cell phones is illegal * Passive Research * Generally, researchers do not view unobtrusive observation of public behavior in places such as stores,...

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