CASRO refers to “active agent technology” such as spyware, which is strictly prohibited.
MRA has a complete set of ethical standards for online research—“Use of the Internet for
21. Look up “marketing research” in your Yellow Pages directory. Given the information
provided there, can you classify the research firms in your area according to the
classification system of research firms we used in this chapter?
There is no set answer to this exercise. Instructors who are located in small cities or places
where there is little industry or commerce should refrain from assigning this exercise as
students will find few or no marketing research companies in their directories. An alternative
22. Comment on each practice in the following list. Is it ethical? Indicate your reasoning in each
a. A research company conducts a telephone survey and gathers information that it uses
later to send a salesperson to the home of potential buyers for the purpose of selling
a product. It makes no attempt to sell the product over the telephone.
This is ethical as long as the respondents were informed that information was being
gathered to qualify them for the sales call; it is unethical if there were promises of
b. Would your answer to (a) change if you found out that the information gathered
during the telephone survey was used as part of a “legitimate” marketing research
If the company is doing research, and it is confidential and/or anonymous, the use of
the information to send a salesperson is unethical. However, if the survey did not
c. A door-to-door salesperson finds that by telling people that he is conducting a survey
they are more likely to listen to his sales pitch.
d. Greenpeace sends out a direct-mail piece described as a survey and asks for
donations as the last question.