Ethical Dilemmas

Ethical dilemmas is a moral dilemmas, in which there is a choice to be

made between two options, neither of which resolves the situation in an

ethically acceptable fashion. In such cases, societal and personal ethical

guidelines can provide no satisfactory outcome for the chooser.

Ethical dilemmas assume that the chooser will abide by societal norms,

such as codes of law or religious teachings, in order to make the choice

ethically impossible.
 Examples .1
Personal Friendships

Michael had several friends including Roger and Daniel. Roger has recently
met and started dating a wonderful lady named Phyllis. He is convinced this is a
long term relationship. Unknown to Roger, Michael observed them at a restaurant
several days ago and realized Phyllis is the wife of his other friend Daniel.
Michael is deciding whether to tell Roger that Phyllis is married when he receives
a call from Daniel. Daniel suspects his wife is having an affair and since they and
Michael share many friends and contacts, he asks if Michael has heard anything
regarding an affair.
To whom does Michael owe greater friendship to in this situation? No matter who
he tells, he is going to end up hurting one, if not both friends. Does he remain
silent and hope his knowledge is never discovered?
 Examples :2

A pregnant woman leading a group of people out of a cave on a

coast is stuck in the mouth of that cave. In a short time high tide will

be upon them, and unless she is unstuck, they will all be drowned

except the woman, whose head is out of the cave. Fortunately, (or

unfortunately,) someone has with him a stick of dynamite. There

seems no way to get the pregnant woman loose without using the

dynamite which will inevitably kill her; but if they do not use it

everyone will drown. What should they do?

 Example: 3
The president of a small bank approaches you with plans to launch a special program of
financial counseling and support for women and asks you to establish whether there is
sufficient public interest to justify starting the program. No other bank in the city caters
specifically to women, and you think that professional women, in particular, might be
enthused. The president believes that if news of the plan leaks out, competitors may try
to preempt him, so he asks you to keep the bank's identity secret from respondents and to
inquire only into general levels of interest in increased financial services for women.
However, as you read through the literature that he has left on your desk, you notice that
the bank is located in the most depressed area of the city, where women might be
harassed and feel unsafe.

Would it be unethical to research the general problem of how much demand exists for a
woman's banking program, when the bank in question will interpret the demand as
woman's encouragement to launch such a program itself?

What might the costs to the researcher be in voicing misgivings about the suitability of this
particular bank's launching program? Would you voice your misgivings?

Does it violate respondents' rights if you do not reveal the identity of the research
sponsor? If so, is it a serious violation in this case? Is there a conflict of interest here with
respect to respondents' right to be informed versus the client's right to confidentiality?
 Example: 4
Marketing Research Insights was asked to carry out the data-collection and analysis
procedures for a study designed by a consumer goods company. After studying the
research purpose and design, a consultant for Marketing Research Insights concluded
that the design was poorly conceived. First, he thought that the design was more
complex than was necessary, inasmuch as some of the data could be obtained through
secondary sources, precluding the necessity of much primary data collection. Second,
the proposed choice of primary data collection would not produce the kinds of information
sought by the company.

Although the consultant advised the company of his opinions, the company insisted on
proceeding with the proposed design. Marketing Research Insights' management was
reluctant to undertake the study as it believed that the firm's reputation would be harmed if
its name was associated with poor research.

What decision would you make if you were a consultant for Marketing Research Insights?

In general, should a researcher advance his or her opinion of a proposed design, or

should the researcher remain silent and simply do the work?

Is it ethical to remain silent in such situations?