The Importance Of Marketing Ethics And Information Reporting

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Register to read the introduction… Information reporting consists of written research reports from marketing mangers that will be submitted to management that summarizes the research results and draws conclusions (Brown, 2014). Research reports need to be very clear and accurate as higher level managers will judge the research conducted as well as utilizing it to aide them in making their final decision. Also, the reports need to be clear and accurate because the project will be no more successful than the research report itself. Finally, the written research report is often the most important factors affecting whether the research will be useful for its intended purposes (Brown, 2014). 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 …show more content…
However, this was exactly their intention because many respondents want to “help” the researcher by supplying the answers that they think the researcher wants to hear. Based on the scenario, the act of changing the cover letter would be considered ethical under the utility approach, justice approach, and rights approach because the benefit of having more accurate research clearly exceeds the cost of changing the cover letter (utility), the act has no negative consequences associated with it (justice), and the act does not violate human rights nor would it be considered wrong knowing that many respondents want to “help” the researcher by supplying the answers that they think the researcher wants to hear (rights).
Clearly, marketing research managers have their work cut out for them in regards to research projects. Properly utilizing the marketing research process can help out immensely and ensure that executives and other higher level managers have the research reports they need to make the best decisions for their organizations. Also, marketing research managers must fully take into account marketing ethics when making decisions during the research process. Finally, doing so will keep good order and ensure that only ethical decisions are being made throughout the entire research

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