4.

5 Ethics in Market Research

Video Ethical Issues with Marketing Research: https://www.youtube.com/watch?

v=bRAD8b2FO7E

Activity 1: Identify which are the ethical issues described in the video.

We can identify four different types of responsibilities when speaking about ethics in Market
Research, which are:

 Responsibilities to data subjects

 Responsibilities to clients
 Responsibilities to the general public
 Responsibilities to the research profession

Activity 2. Associate the different ethical issues from activity 1 within the different groups of
responsibilities, and think of additional issues or principles you would add.

Activity 3. Investigate what the ICC ESOMAR International Code is and review pages 8-11 of
the document available at this link:

https://www.esomar.org/uploads/public/knowledge-and-standards/codes-and-guidelines/
ICCESOMAR-International-Code_English.pdf

Which other principles are included within this Code that you did not include within the list of
Activity 3?