When conducting marketing research three groups are involved in the process.

The sponsor, the researcher, and the participant. Each group is provided certain rights during and after the research. Among these rights are privacy, motivation, quality, and safety. The sponsors right to privacy is sponsor nondisclosure, which is when the sponsor restricts revealing for who the research conducted. Purpose nondisclosure is another privacy right that protects revealing the purpose of the research. The sponsors remaining privacy right is findings nondisclosure, which is when the sponsor restricts the researcher from discussing the research findings with others. The sponsor also has a right to quality research that is appropriate and valid. Knowing what the sponsors privacy rights are, the questions of Am I disclosing information that was gathered for a specific purpose and client? can be answered as yes. Should I use the research information and findings that was collected for the Cedrones I would be violating their purpose nondisclosure and findings nondisclosure. The researcher has a right to privacy, which is their protection of proprietary methods. The researchers right to motivation rests with the absence of a Request for Proposal (RFP) when a supplier has been selected. The right to quality is the absence of sponsor coercion in research design and reporting. Lastly, the researcher and team members have a right to personal safety. The privacy rights of the participant are the explanation of their rights and protections, supplying informed consent, and the explanation of their right to refuse to participate. It is preferred that these rights be outlined and given to the participant as well as having them signed. The participants motivation rights are an explanation of the intended use of the data collected, the explanation and delivery of benefits of participation, and to be debriefed after participation has taken place. The participant also has the right to personal safety, the right to confidentiality from the sponsor, third parties, and the public in general. Further safety rights are to not be deceived or coerced into participating, and the right to source confidentiality. Now we can answer the questions of What did I disclose to my participants when collecting the data as to the use of the information collected? and Could this violate the participants right of privacy if I use the information for another purpose after possibly disclosing that it was being used for a bakery business? The participants were informed that information was being gathered for a local bakery but not which bakery. Therefore, if the collected data was reused the participant would then be deceived. It would not, however violate the participants rights to privacy as mentioned above. The remaining question left that must be answered is Should I be allowed to use the information that was collected specifically for the Cedrone account for my own gain? The answer is no, I should not be allowed to use this data for my own gain. If I use the research information and findings that was collected for the Cedrones I would be violating their purpose nondisclosure and findings nondisclosure. Further, because the participants were informed that information was being gathered for a local bakery deception takes place if the collected data was reused for another sponsor. In addition, it is not likely that the same data gathered pertaining to a bakery would be relevant to other businesses in and around Newton. Should the data be reused for another bakery the Cedrones right to quality will be diminished. In conclusion, I have determined that reusing data collected for the Cedrone family would violate sponsor and participant rights. Their rights to privacy, quality, and safety would be violated if the

data were reused. Should the data be reused a breakdown of trust in me could follow. So in keeping with the AMAs lead ethical norm to do no harm I will not reuse the data previously collected for the Cedrone family.