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

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

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Page 1: Ethics in Research McGraw-Hill/Irwin Copyright © 2011 by The McGraw-Hill Companies, Inc. All Rights Reserved

Ethics in Research

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

Page 2: Ethics in Research McGraw-Hill/Irwin Copyright © 2011 by The McGraw-Hill Companies, Inc. All Rights Reserved

2-2

Types of Ethical Violations

Violatingdisclosure

agreements

Violatingdisclosure

agreements

Breakingconfidentiality

Breakingconfidentiality

Misrepresentingresults

Misrepresentingresults

DeceivingparticipantsDeceiving

participants

PaddedinvoicesPaddedinvoices

Avoidinglegal liability

Avoidinglegal liability

Page 3: Ethics in Research McGraw-Hill/Irwin Copyright © 2011 by The McGraw-Hill Companies, Inc. All Rights Reserved

2-3

Procter & Gamble

Admits to competitive intelligence gathering

Contracted BI firm took documents from

Unilever trash receptaclesOut-of-court

settlement rumored (and reported) at

$10m

Page 4: Ethics in Research McGraw-Hill/Irwin Copyright © 2011 by The McGraw-Hill Companies, Inc. All Rights Reserved

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Ethical Approaches

Ethical standards

Ethical Relativism

Deontology

Page 5: Ethics in Research McGraw-Hill/Irwin Copyright © 2011 by The McGraw-Hill Companies, Inc. All Rights Reserved

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Ethical Approaches

Ethical Relativism

Deontology

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

Page 6: Ethics in Research McGraw-Hill/Irwin Copyright © 2011 by The McGraw-Hill Companies, Inc. All Rights Reserved

2-6

Ethical Codes of Conduct

http://www.mra-net.org/
http://www.casro.org/
http://www.marketingpower.com/
Page 7: Ethics in Research McGraw-Hill/Irwin Copyright © 2011 by The McGraw-Hill Companies, Inc. All Rights Reserved

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PulsePoint: Research Revelation

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

Page 8: Ethics in Research McGraw-Hill/Irwin Copyright © 2011 by The McGraw-Hill Companies, Inc. All Rights Reserved

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Ethical Issues at all Stages of the Research Process

Page 9: Ethics in Research McGraw-Hill/Irwin Copyright © 2011 by The McGraw-Hill Companies, Inc. All Rights Reserved

2-9

Ethical Treatment of Participants

Explain study benefitsExplain study benefits

Explain participant rights and protections

Explain participant rights and protections

Obtain informedconsent

Obtain informedconsent

Page 10: Ethics in Research McGraw-Hill/Irwin Copyright © 2011 by The McGraw-Hill Companies, Inc. All Rights Reserved

2-10

Components of Informed Consent

•Identify researchers•Describe survey topic•Describe target sample•Identify sponsor•Describe purpose of research•Promise anonymity and confidentiality

•Give “good-faith” estimate of required time commitment•State participation is voluntary•State item-non response is acceptable•Ask for permission

Page 11: Ethics in Research McGraw-Hill/Irwin Copyright © 2011 by The McGraw-Hill Companies, Inc. All Rights Reserved

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Characteristics of Informed Consent

Elements

Competence

Informed

Knowledge Voluntary

Page 12: Ethics in Research McGraw-Hill/Irwin Copyright © 2011 by The McGraw-Hill Companies, Inc. All Rights Reserved

2-12

Ethical Responsibilities

Special guidelines

apply to children!

Informed consent means parental

approval.

Page 13: Ethics in Research McGraw-Hill/Irwin Copyright © 2011 by The McGraw-Hill Companies, Inc. All Rights Reserved

2-13

Deception

Disguising non-research

activities

Camouflagingtrue research

objectives

Page 14: Ethics in Research McGraw-Hill/Irwin Copyright © 2011 by The McGraw-Hill Companies, Inc. All Rights Reserved

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Debriefing

Explain any deceptionExplain any deception

Describe purposeDescribe purpose

Share resultsShare results

Provide follow-upProvide follow-up

Page 15: Ethics in Research McGraw-Hill/Irwin Copyright © 2011 by The McGraw-Hill Companies, Inc. All Rights Reserved

2-15

Participant Confidentiality

Minimize instruments requiring ID

Minimize instruments requiring ID

Non-disclosure of data subsets

Non-disclosure of data subsets

Restrict access to ID

Restrict access to ID

Obtain signednondisclosure

Reveal only with written

consent

Page 16: Ethics in Research McGraw-Hill/Irwin Copyright © 2011 by The McGraw-Hill Companies, Inc. All Rights Reserved

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Right to refuseRight to refuse

Right to Privacy

Prior permission to interview

Prior permission to interview

Limit time requiredLimit time required

Page 17: Ethics in Research McGraw-Hill/Irwin Copyright © 2011 by The McGraw-Hill Companies, Inc. All Rights Reserved

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The U.S. Safe Harbor Agreement

SecuritySecurity

NoticeNotice AccessAccess

EnforcementEnforcement

ChoiceChoice

Onward Transfer

Onward Transfer

Data Integrity

Data Integrity

Page 18: Ethics in Research McGraw-Hill/Irwin Copyright © 2011 by The McGraw-Hill Companies, Inc. All Rights Reserved

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Sponsor NondisclosureSponsor Nondisclosure

Confidentiality

Purpose NondisclosurePurpose Nondisclosure

Findings NondisclosureFindings Nondisclosure

Page 19: Ethics in Research McGraw-Hill/Irwin Copyright © 2011 by The McGraw-Hill Companies, Inc. All Rights Reserved

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What To Do If Coerced?

Educateon

purpose

Emphasizefact-finding

role

Explain problems

Terminaterelationship

Page 20: Ethics in Research McGraw-Hill/Irwin Copyright © 2011 by The McGraw-Hill Companies, Inc. All Rights Reserved

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Effective Codes of Ethics

EnforceableEnforceable

Specify Behavior

RegulateRegulate

ProtectProtect

Page 21: Ethics in Research McGraw-Hill/Irwin Copyright © 2011 by The McGraw-Hill Companies, Inc. All Rights Reserved

2-21

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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