session 3 Flashcards
research ethics
Has to be implemented in all six steps of the marketing research steps
Step 1: translate business problem into research questions
Only interested in finding the problem and finding the research question
Avoid conflicts of interest
Emphasize substance over flash
Look for what’s there, not what you want to see
Step 2: design research program to answer research questions
Important to have valid appropriate experimental design -
mportant to have valid appropriate experimental design
Design experiments that are replicable:
Minimize risk and maximize benefit:
Avoid experimenter demand
avoid confirmation bias
Design experiments that are replicable:
to ensure that your research can be validated by other people and that your results can be replicated by other researchers (consistent)–> Results that last for a longer time are more valid and useful
Minimize risk and maximize benefit:
shouldn’t put participants at risk
Avoid experimenter demand:
a demand effect is when people change their behavior to please the experimenter or go against the experimenter which creates biases (they are guessing your hypothesis)
Video of dog; the dog responds to the body language of its owner to know when to stop so the dog is trained but also responds to the unconscious body language of the owner → demand effect: the dog is responding to her owner and trying to please her owner (researcher)
Can avoid demand effect by ensuring people cannot guess your hypothesis, the way your formulate questions can affect experimenter demand, no leading questions
Avoid confirmation bias
Confirmation bias: when you look for information to confirm your existing beliefs
Valid, appropriate sampling plans
Respect vulnerable populations
Avoid excluding people from participation or benefit
Should be recruiting a representative sample ( unless you are doing research on a specific segment of population)
Step 3: collect data
Fair respectful and professional treatment of participants
Obtain informed consent → a must
Participation is optional and can be discounted at any time
Respect privacy and confidentiality
Milgram obedience experiment :
there would be an experiment that would encourage to give zaps to people and see if people would engage in unethical behaviour bc an authority figure told them to do so
They didn’t give the participants the option to opt out, they were deceived, [participants thought they were actually electrocuted someone and thought they were committing this horrible act and were never told so had this trauma
Conformity and obedience
Stanford prison experiment :
wanted to see if americans could harm other americans
Prison guards vs prisoners and the concept was that people will do things (guards) against their conscious under certain conditions and could inflict harm on fellow americans
People were not able to withdraw from the study → consent was not properly given as they were deceived because the researchers said the participants would not be harmed however they were harmed and therefore they were lied to, additionally the participants (guards) were told by the researchers to act certain ways to prove their hypothesis
Is research getting it right- is data tracing okay
Using data and then target ads towards what you like
Ex: netflix takes into account what you have previously watched and then recommends new shows or movies
Cambridge analytica : took info which became a huge issue
Getting recommended products that best suit your needs but maybe not the best quality products
Step 4: analyze research results→ valid, appropriate data handling
Maintain data security
Do not omit, alter, create or otherwise tamper with data
Step 5: interpret research findings and make recommendations → valid, appropriate data interpretation
Avoid biased interpretation
