ETHICS IN BUSINESS RESEARCH

What Is Business Research?

Business research is a field of practical study in which a company obtains data
and analyzes it in order to better manage the company. Business research can
include financial data, consumer feedback, product research and competitive
analysis. Executives and managers who use business research methods are able
to better understand their company, the position it holds in the market and how
to improve that position.
Financial Data
Financial data takes qualitative information--such as sales reports, revenues and
cost reports--to see what areas make money and what costs money. By reviewing
data, managers can find the products, staff and departments that are most
efficient and determine areas of unnecessary costs.
Consumer Feedback
Understanding what the public says about the products and services a company
provides is essential to making sure the company is meeting consumer needs.
Customer feedback includes case studies, focus groups, customer surveys and
questionnaires.
Product Research
Product research seeks to improve the product to meet the needs of consumers.
This may include technological advancements, improved customer service or
access to the product through a variety of distribution channels.
Competitive Analysis
Competitive analysis is when one company compares its products and services
to those of another company. This can be done to improve the product, create a
niche or determine a more attractive price point to lure customers.
Industry Data
Using research tools such as the information compiled by Dun & Bradstreet can
help a company to understand how the industry as a whole is doing. This can
help executives make decisions based on economic factors affecting their
industry that are not limited to their own products
What are Ethics?
Ethics are norms or standards of behavior that guide moral choices
about our behavior and our relationship with others. As in other aspects
of business, all parties in research should exhibit ethical behavior. The
goal of ethics in research is to ensure that no one is harmed or suffered
adverse consequences from research activities.
This objective is usually achieved. However, unethical activities are
pervasive and include violating non disclosure agreement, breaking
respondent confidentiality, misrepresenting results, deceiving people,
invoicing irregularities, avoiding legal liability, and more.

As research is designed, several ethical issues must be balanced.

Ethics are norms or standards of behavior that guide moral choices
about our behavior and our relationships with others. Ethics differ from
legal constraints, in which generally accepted standards have defined
penalties that are universally enforced. The goal of ethics in research is
to ensure that no one is harmed or suffers adverse consequences from
research activities.
As research is designed, several ethical considerations must be
balanced:
Protect the rights of the participant or subject.
Ensure the sponsor receives ethically conducted and reported
research
Follow ethical standards when designing research
Protect the safety of the researcher and team
Ensure the research team follows the design
In general, research must be designed so a respondent does not suffer
physical harm, discomfort, pain, embarrassment, or loss of privacy.
Begin data collection by explaining to respondent the benefits expected
from the research. Explain that their rights and well-being will be
adequately protected and say how that will be done. Be certain that
interviewers obtain in the inform consent of the respondent. The use of
deception is questionable; when it is used, debrief any respondent who
has been deceived.
Many sponsor wishes to undertake research without revealing
themselves.
Sponsors have the right to demand and receive confidentiality between
themselves and the researchers. Ethical researcher provides sponsors
with the research designed needed to solve the managerial question.
The ethical researcher shows the data objectively, despite the sponsors
preferred outcomes.
The research teams safety is the responsibility of the researcher.
Researcher should require ethical compliance from team members in
following the research design, just as sponsors expect ethical behaviour
from the researcher.
Many companies and research firms have adopted a code of ethics.
Several professional associations have detailed research provisions. Of
interest are the American Association for Public Opinion Research, the
American Marketing Association, the American Political Science
Association, the American Psychological Association, and the American
Sociological Association. Federal, state, and local governments have
laws, policies, and procedures in place to regulate research on human
beings.