Business research methods_chapter05

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2006 The McGraw-Hill Companies, Inc., All Rights Reserved.McGraw-Hill/Irwin

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Chapter 5Chapter 5

Ethics inEthics inBusinessBusiness

ResearchResearch


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Learning Objectives

Understand

what issues are covered in research ethics

the goal of no harm for all researchactivities and what constitutes no harm forparticipant, researcher, and researchsponsor


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Learning Objectives

differing ethical dilemmas andresponsibilities of researchers, sponsors,

and research assistants role of ethical codes of conduct inprofessional associations


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Types of EthicalViolations

Violatingdisclosure

agreements

Breakingconfidentiality

Misrepresentingresults

Deceivingparticipants

Paddedinvoices

Avoidinglegal liability


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Procter & Gamble

Admits to competitiveintelligence gathering

Contracted BI firm

took documents fromUnilever trashreceptacles

Out-of-court

settlement rumored(and reported) at$10m


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Ethical Approaches

Ethicalstandards

EthicalRelativism

Deontology


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Ethical Approaches

EthicalRelativism

Deontology

How would you assess the P&G case using the

two ethical approaches?


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EthicalCodes of Conduct


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Exhibit 5-1 Ethical issues at all

stages of the research process


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Ethical Treatment ofParticipants

Explain study benefits

Explain participant

rights and protections

Obtain informed

consent


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Components ofInformed Consent

Identify researchers

Describe survey topic

Describe targetsample

Identify sponsor

Describe purpose of

research Promise anonymity

and confidentiality

Give good-faithestimate of requiredtime commitment

State participation isvoluntary

State item-non

response isacceptable

Ask for permission


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Characteristics ofInformed Consent

Elements

Competence

Informed

Knowledge Voluntary


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Ethical Responsibilities

Special guidelinesapply to children!

Informed

consent meansparentalapproval


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Deception

Disguising

non-researchactivities

Camouflaging

true researchobjectives


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Debriefing

Explain any deception

Describe purpose

Share results

Provide follow-up


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Participant Confidentiality

M

inimizeinstruments

requiring ID

Non-

disclosure of

data subsets

Restrict

access to ID

Obtain signed

nondisclosure

Reveal onlywith written

consent


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Right to refuse

Right to Privacy

Prior permission tointerview

Limit time required


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Data Collection inCyberspace

EuropeanUnion

DataMining


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The U.S. Safe HarborAgreement

Security Data Integrity

Notice Access

Enforcement

Choice

OnwardTransfer


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Sponsor Nondisclosure

Confidentiality

Purpose Nondisclosure

Findings Nondisclosure


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What to do if coerced?

Educateon

purpose

Emphasizefact-findingrole

Explainproblems

Terminaterelationship


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Effective Codes of Ethics

Enforceable

SpecifyBehavior

Regulate

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

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