Chapter 2

Ethics in Business
Research

McGraw-Hill/Irwin

Copyright 2011 by The McGraw-Hill Companies, Inc. All Rights Reserved.

Learning Objectives

Understand . . .
What issues are covered in research ethics.
The goal of no harm for all research
activities and what constitutes no harm for
participant, researcher, and research
sponsor.

2-2

Learning Objectives

Understand . . .
Differing ethical dilemmas and
responsibilities of researchers, sponsors,
and research assistants.
Role of ethical codes of conduct in
professional associations.

2-3

PulsePoint:
Research Revelation

89

The percent of consumer PCs

infected with spyware.

2-4

Data Collectors Face

Responsibilities
[Privacy pragmatists are] often willing to allow
people to have access to, and to use, their
personal information where they understand the
reasons for its use, where they see tangible
benefits for so doing, and when they believe
care is taken to prevent the misuse of this
information.
Humphrey Taylor
chairman of The Harris Poll
Harris Interactive.
2-5

Types of Ethical Violations

Violating
Violating
disclosure
disclosure
agreements
agreements

Misrepresenting
Misrepresenting
results
results

Breaking
Breaking
confidentiality
confidentiality

Deceiving
Deceiving
participants
participants

Padded
Padded
invoices
invoices

Avoiding
Avoiding
legal
legal liability
liability
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Procter & Gamble

Admits to competitive
intelligence gathering
Contracted BI firm
took documents from
Unilever trash
receptacles
Out-of-court
settlement rumored
(and reported) at
$10m
2-7

Ethical Approaches

Deontology

Ethical
Ethical
standards
standards

Ethical
Relativism

2-8

Ethical Approaches
How would you assess the P&G case using
the two ethical approaches?

Deontology

Ethical
Relativism

2-9

Ethical Codes of Conduct

2-10

PulsePoint:
Research Revelation

$944

The amount, in millions,

that employers will lose
this year due to employee
fraud.

2-11

Ethical Issues at all Stages of the

Research Process

2-12

Ethical Treatment of Participants

Explain
Explain study
study benefits
benefits

Explain
Explain participant
participant
rights
rights and
and protections
protections
Obtain
Obtain informed
informed
consent
consent

2-13

Components of
Informed Consent
Identify researchers
Describe survey topic
Describe target sample
Identify sponsor
Describe purpose of
research
Promise anonymity and
confidentiality

Give good-faith
estimate of required
time commitment
State participation is
voluntary
State item-non
response is acceptable
Ask for permission

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Characteristics of
Informed Consent
Competence

Knowledge

Elements

Voluntary

Informed
2-15

Ethical Responsibilities

Special guidelines
apply to children!
Informed consent
means parental
approval.

2-16

Deception

Disguising
non-research
activities
Camouflaging
true research
objectives

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Debriefing
Explain
Explain any
any deception
deception
Describe
Describe purpose
purpose
Share
Share results
results
Provide
Provide follow-up
follow-up

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Participant Confidentiality
Obtain signed
nondisclosure
NonNondisclosure
disclosure of
of
data
data subsets
subsets

Restrict
Restrict
access
access to
to ID
ID

Minimize
Minimize
instruments
instruments
requiring
requiring ID
ID

Reveal only
with written
consent

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Right to Privacy

Right
Right to
to refuse
refuse

Prior
Prior permission
permission to
to
interview
interview
Limit
Limit time
time required
required
2-20

The U.S. Safe Harbor

Agreement

Notice
Notice

Choice
Choice

Access
Access

Security
Security

Onward
Onward
Transfer
Transfer

Data
Data
Integrity
Integrity

Enforcement
Enforcement
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Confidentiality

Sponsor
Sponsor Nondisclosure
Nondisclosure

Purpose
Purpose Nondisclosure
Nondisclosure

Findings
Findings Nondisclosure
Nondisclosure
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What To Do If Coerced?

Educate
on
purpose

Emphasize
fact-finding
role

Explain
problems

Terminate
relationship

2-23

Effective Codes of Ethics

2-24

Key Terms

Code of ethics
Confidentiality
Debriefing
Deception
Ethics
Informed consent

Nondisclosure
Findings
Purpose
Sponsor

Right to privacy
Right to quality
Right to safety
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