5-1

Chapter 5
Ethics in Business Research

5-2

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

5-3

Learning Objectives
differing ethical dilemmas and responsibilities of researchers, sponsors, and research assistants role of ethical codes of conduct in professional associations

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Types of Ethical Violations

Violating disclosure agreements Breaking confidentiality Padded invoices

Misrepresenting results
Deceiving participants Avoiding legal 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

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Ethical Approaches

Deontology

Ethical standards

Ethical Relativism

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

Deontology

Ethical Relativism

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Ethical Codes of Conduct

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Exhibit 5-1 Ethical issues at all stages of the research process

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Ethical Treatment of Participants

Explain study benefits

Explain participant rights and protections

Obtain informed consent

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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

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Ethical Responsibilities
Special guidelines apply to children! Informed consent means parental approval

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Deception

Disguising non-research activities Camouflaging true research objectives

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Debriefing
Explain any deception

Describe purpose
Share results Provide follow-up

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Participant Confidentiality
Obtain signed nondisclosure Nondisclosure of data subsets Minimize instruments requiring ID Restrict access to ID

Reveal only with written consent

5-17

Right to Privacy
Right to refuse

Prior permission to interview

Limit time required

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Data Collection in Cyberspace

Data Mining

European Union

5-19

The U.S. Safe Harbor Agreement

Notice Choice Access

Security

Onward Transfer

Data Integrity

Enforcement

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Confidentiality
Sponsor Nondisclosure

Purpose Nondisclosure

Findings Nondisclosure

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What to do if coerced?

Educate on purpose

Explain problems

Emphasize fact-finding role

Terminate relationship

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Effective Codes of Ethics

Enforceable

Regulate

Specify Behavior

Protect

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Key Terms
Code of ethics Confidentiality Debriefing Deception Ethics Informed consent
Nondisclosure Findings Purpose Sponsor Right to privacy Right to quality Right to safety