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Chapter 2

ETHICS IN BUSINESS RESEARCH

McGraw-Hill/Irwin Copyright © 2014 by The McGraw-Hill Companies, Inc. All rights reserved.
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.

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Learning Objectives

Understand . . .
 Differing ethical dilemmas and
responsibilities of researchers, sponsors,
and research assistants.
 Role of ethical codes of conduct in
professional associations.

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Pull Quote

“Today, it would be remiss to say that the privacy


profession is anything but flourishing. Companies are
increasingly hiring privacy officers and even elevating
them to C-suite positions; the European Commission has
proposed a statute in its amended data protection
framework that would require data protection officers at
certain organizations, and, at the International
Association of Privacy Professionals (IAPP) membership
recently hit 10,000 worldwide.”
Angelique Carson, CIPP/US,
International Association of Privacy Professionals

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Ethical Issues and the
Research Process

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Types of Ethical Violations

Violating
Misrepresenting
disclosure
results
agreements

Breaking Deceiving
confidentiality participants

Padded Avoiding
invoices legal liability

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Ethical Codes of Conduct

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Ethical Treatment of Participants

Do no harm

Explain study benefits

Explain participant rights and protections

Obtain informed consent

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Components of Informed Consent

Researcher Intro Describe Survey Topic

Describe geographic sample Reveal sponsor

Describe purpose Good Faith Time Estimate

Anonymity & confidentiality

Voluntary Participation

Item nonresponse acceptable

Permission to begin
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Characteristics of Informed Consent

Competent to
Give Consent

Knowledge Voluntary
Elements
of Risks Consent

Adequately Informed

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Ethical Responsibilities

 Special guidelines
apply to children!
 Informed consent
means parental
approval.

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Deception

Disguising
non-research
activities

Camouflaging
true research
objectives

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Reasons for Deception

Prevent biasing
participants

Protect confidentiality
of the sponsor

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Debriefing

Explain any deception

Describe hypothesis,
goal or purpose

Share results

Provide follow-up

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Protect Participant Confidentiality

Obtain signed
nondisclosure

Non-
Restrict
disclosure of
access to ID
data subsets

Minimize Reveal only


instruments with written
requiring ID consent

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Right to Privacy

Right to refuse

Prior permission to
interview

Limit time required

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The U.S. Safe Harbor Agreement

Notice Choice Access

Onward Data
Security Transfer Integrity

Enforcement

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Sponsor Confidentiality

Sponsor Nondisclosure

Purpose Nondisclosure

Findings Nondisclosure

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Unethical Behavior to Avoid

Violating participant Changing data


confidentiality
Changing data Creating false data
presentation
Changing data interpretations

Injecting bias in
interpretations

Omitting sections of data

Making recommendations
beyond scope of data
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What To Do If Coerced?

Educate Explain
on problems
purpose

Emphasize
Terminate
fact-finding
Relationship
role

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Principles of Effective Codes of Ethics

Enforceable Regulate

Specify
Protect
Behavior

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Key Terms

• Code of ethics • Nondisclosure


• Confidentiality  Findings
• Debriefing  Purpose
• Deception  Sponsor
• Ethics • Right to privacy
• Informed consent • Right to quality
• Right to safety

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Chapter 2
ADDITIONAL DISCUSSION OPPORTUNITIES

McGraw-Hill/Irwin Copyright © 2014 by The McGraw-Hill Companies, Inc. All rights reserved.
Snapshot: Location Based Services

Know data collection, sharing procedures

Appoint privacy trained personnel to


ensure privacy

Treat LBS as sensitive information

Demonstrate informed consent

Sensitive to parent expectations

Stay current on privacy developments


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Snapshot: Ethics of Mobile Surveys

Financial
Recruiting
Disadvantage

Privacy & Tracking


Intrusion Behavior

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Snapshot: Has Trust Trumped Privacy

“91 percent of U.S.


online adults worry to some
degree about their privacy
online, while 53 percent
said they ‘don’t completely
trust companies with their
business online.”

Privacy Fundamentalists
PrivacyPragmatists
Privacy Unconcerneds
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Snapshot: Offshoring

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Research Thought Leaders

“[Privacy pragmatists are] often willing to allow


people to have access to, and to use, their
personal information where they understand the
reasons for its use, where they see tangible
benefits for so doing, and when they believe
care is taken to prevent the misuse of this
information.”
Humphrey Taylor
chairman of The Harris Poll®
Harris Interactive.
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PulsePoint: Research Revelation

89 The percent of consumer PCs


infected with spyware.

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PulsePoint: Research Revelation

$944
The amount, in millions,
that employers will lose
this year due to employee
fraud.

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Procter & Gamble

 Admits to competitive
intelligence gathering

 Contracted BI firm took


documents from Unilever
trash receptacles

 Out-of-court settlement
rumored (and reported) at
$10m

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Ethical Approaches

Ethical
Ethical
Deontology
standards Relativism

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Ethical Approaches

How would you assess the P&G case using


the two ethical approaches?

Ethical
Deontology
Relativism

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Chapter 2
ETHICS IN BUSINESS RESEARCH

McGraw-Hill/Irwin Copyright © 2014 by The McGraw-Hill Companies, Inc. All rights reserved.
Photo Attributions
Slide Source
6 Chris Ryan/Getty Images
14 Polka Dot Images/Jupiterimages
18 ERproductions Ltd./Getty Images
20 Brand X Pictures/Photolibrary
24 ©Jose Luis Pelaez Inc/Blend Images LLC
25 ©Siri Stafford/Digital Vision/Getty Images
26 Ingram Publishing
27 Courtesy of Foundation for Transparency in Offshoring
31 Florian Franke/Purestock/SuperStock
33 Ingram Publishing

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