AGray MT355 Assignment Unit 1 Essay

1812 Words May 20th, 2015 8 Pages
Unit 1 Assignment
Adam Gray
Kaplan University
MT-355 Unit 1

Unit 1 Assignment
Today, marketing research managers must fully take into account the marketing research process and marketing ethics while conducting their research. According to Brown (2014), the marketing research process is the process of gathering and interpreting data for use in developing, implementing, and monitoring the firm’s marketing plans; whereas marketing ethics are the principles, values, and standards of conduct followed by marketers. To stress the importance of both the marketing research process and ethics, I will apply the principles of each one to a different scenario.
The marketing research process is sequence of activities
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Successfully utilizing the marketing research process correctly will ensure that the FlyRight Airline Company makes the best sound decision possible; however, marketing ethics is just of equal importance.
Marketing researchers must make many decisions throughout the entire research process; therefore, researchers must consider the ethics involved in every decision that they make (Brown, 2014). Ethics are defined as the “moral principles and values that govern the way an individual or a group conducts its activities; whereas marketing ethics are the principles, values, and standards of conduct that are followed by marketers” (Brown, 2014, p.25). From a marketing standpoint, it is critical to take into account the impact of an organization’s decisions on other people and the environment. In judging whether a proposed action is ethical or not, it is necessary to adopt one or more of the following ethical reasoning methods: utility, justice, and rights. The utility approach focuses on society and the net consequences that an action may have; whereas, the justice approach focuses on the degree to which benefits and costs are fairly distributed across individuals and groups (Brown, 2014). On the other hand, the rights approach focuses on the welfare of the individual and uses means, intentions, and features of an act itself in judging its ethicality (Brown, 2014). Applying these approaches to marketing research can be rather tough; however asking

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