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Chapter 5
Ethics in
Business
Research
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
Types of Ethical
Violations
Violating
Violating Misrepresenting
Misrepresenting
disclosure
disclosure results
results
agreements
agreements
Breaking
Breaking Deceiving
Deceiving
confidentiality
confidentiality participants
participants
Padded
Padded Avoiding
Avoiding
invoices
invoices legal
legal liability
liability
5-5
• Admits to competitive
intelligence gathering
• Contracted BI firm
took documents from
Unilever trash
receptacles
• Out-of-court
settlement rumored
(and reported) at
$10m
5-6
Ethical Approaches
Ethical
Ethical
Deontology Ethical
standards Relativism
standards
5-7
Ethical Approaches
How would you assess the P&G case using the
two ethical approaches?
Ethical
Deontology
Relativism
5-8
Ethical
Codes of Conduct
5-9
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
5-11
Components of
Informed Consent
• Identify researchers • Give “good-faith”
• Describe survey topic estimate of required
• Describe target time commitment
sample • State participation is
• Identify sponsor voluntary
• Describe purpose of • State item-non
research response is
acceptable
• Promise anonymity
• Ask for permission
and confidentiality
5-12
Characteristics of
Informed Consent
Competence
Informed
5-13
Ethical Responsibilities
• Special guidelines
apply to children!
– Informed
consent means
parental
approval
5-14
Deception
Disguising
non-research
activities
Camouflaging
true research
objectives
5-15
Debriefing
Explain
Explain any
any deception
deception
Describe
Describe purpose
purpose
Share
Share results
results
Provide
Provide follow-up
follow-up
5-16
Participant Confidentiality
Obtain signed
nondisclosure
Non-
Non- Restrict
Restrict
disclosure
disclosure of
of access
access to
to ID
ID
data
data subsets
subsets
Minimize
Minimize Reveal only
instruments
instruments with written
requiring
requiring ID
ID consent
5-17
Right to Privacy
Right
Right to
to refuse
refuse
Prior
Prior permission
permission to
to
interview
interview
Limit
Limit time
time required
required
5-18
Data Collection in
Cyberspace
Data European
Mining Union
5-19
Notice
Notice Choice
Choice Access
Access
Onward
Onward
Security
Security Transfer Data
Data Integrity
Integrity
Transfer
Enforcement
Enforcement
5-20
Confidentiality
Sponsor
Sponsor Nondisclosure
Nondisclosure
Purpose
Purpose Nondisclosure
Nondisclosure
Findings
Findings Nondisclosure
Nondisclosure
5-21
What to do if coerced?
Educate Explain
on problems
purpose
Emphasize Terminate
fact-finding relationship
role
5-22
Enforceable
Enforceable Regulate
Regulate
Specify
Protect
Protect
Behavior
5-23
Key Terms