Brm Power Slide 2

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Chapter 2Chapter 2

Ethics in BusinessEthics in Business

ResearchResearch

McGraw-Hill/Irwin Copyright © 2011 by The McGraw-Hill Companies, Inc. All Rights Reserved.



2-2

L earning ObjectivesL earning Objectives

Understand . . .W

hat issues are covered in research ethics.The goal of ³no harm´ for all researchactivities and what constitutes no harm for

participant, researcher, and researchsponsor.



2-3

L earning ObjectivesL earning Objectives

Understand . . .D

iffering ethical dilemmas and responsibilities of researchers, sponsors,and research assistants.

Role of ethical codes of conduct in professional associations.



2-4

Pul se Po int:Pul se Po int:Research Reve lati o nResearch Reve lati o n

89The percent of consumer PCsinfected with spyware.



2-5

Data C oll ect o rs FaceData C oll ect o rs FaceResp o nsibi litiesResp o nsibi lities

³[Privacy pragmatists are] often willing to allow people to have access to, and to use, their

personal information where they understand thereasons for its use, where they see tangiblebenefits for so doing, and when they believecare is taken to prevent the misuse of this

information.´ Humph rey Taylor

chairman of The Harris Poll® Harris Interactive.



2-6

Ty pes of Ethica l Viol ati o nsTy pes of Ethica l Viol ati o ns

V iolatingdisclosure

agreements

Breakingconfidentiality

Misrepresentingresults

Deceivingparticipants

Paddedinvoices

Avoidinglegal liability



2-7

P r o cter & Gamb leP r o cter & Gamb le

A dmits to competitiveintelligence gathering

Contracted BI firmtook documents from

Unilever trashreceptacles

Out-of-court settlement rumored (and reported) at

$10m



2-8

Ethica l Appr o achesEthica l Appr o aches

E thicalE thicalstandardsstandards

E thicalRelativismDeontology



2-9

Ethica l Appr o achesEthica l Appr o aches

E thicalRelativismDeontology

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



2-10

Ethica l Cod es of Co n du ctEthica l Cod es of Co n du ct



2-11

Pul se Po int:Pul se Po int:Research Reve lati o nResearch Reve lati o n

$944The amount, in millions,that employers will losethis year due to employeefraud.



2-12

Ethica l Iss u es at a ll Stages of Ethica l Iss u es at a ll Stages of the Research P r o cessthe Research P r o cess



2-13

Ethica l Treatment of P articipantsEthica l Treatment of P articipants

Exp lain st ud y bene f its

Exp lain participantrights an d pr o tecti o ns

Obtain in fo rme d

c o nsent



2-14

Co mp o nents of Co mp o nents of Info rme d Co nsentInfo rme d Co nsent

Identify researchersD escribe survey topic D escribe target sampleIdentify sponsor D escribe purpose of

researchPromise anonymity and

confidentiality

Give ³good-faith´ estimate of required

time commitment State participation is

voluntary State item-non

response is acceptable A sk for permission



2-15

Characteristics of Characteristics of Info rme d Co nsentInfo rme d Co nsent

E lements

Competence

Informed

Knowledge Voluntary



2-16

Ethica l Resp o nsibi litiesEthica l Resp o nsibi lities

Special guidelinesapply to children! Informed consent means parental

approval.



2-17

Decepti o nDecepti o n

Disguising

non-researchactivities

Camouflaging

true researchobjectives



2-18

Debrie f ingDebrie f ing

Ex plain any deception

Describe purpose

Share results

Provide follow-up



2-19

P articipant C o n f id entia lityP articipant C o n f id entia lity

Minimizeinstr u mentsreq u iring I D

No n-

d isc lo s u re of d ata s u bsets

Restrictaccess t o ID

Obtain signe d

n o n d isc lo s u re

Revea l o n ly with writtenc o nsent



2-20

Right to refuse

Right t o P rivac yRight t o P rivac y

Prior permission tointerview

Limit time required



2-21

The U.S. Sa f e Harb o r The U.S. Sa f e Harb o r AgreementAgreement

Security

Notice Access

E nforcement

Choice

OnwardTransfer

DataIntegrity



2-22

Sponsor Nondisclosure

Co n f id entia lityCo n f id entia lity

Purpose Nondisclosure

Findings Nondisclosure



2-23

W hat To Do If Co erce d?W hat To Do If Co erce d?

E ducateon

purpose

Emphasizefact-finding

role

Ex plainproblems

Terminaterelationship



2-24

Eff ective C od es of EthicsEff ective C od es of Ethics

E nforceableE nforceable

SpecifyBehavior

RegulateRegulate

ProtectProtect



2-25

K ey TermsK ey Terms

Code of ethicsConfidentiality D ebriefing D eceptionEthics

Informed consent

Nondisclosure ± Findings ± Purpose ± Sponsor Right to privacy Right to quality Right to safety

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Brm Power Slide 2