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7/31/2019 ARM Lecture Four
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Ethics in Business Research
Topic FourClass Four
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Todays Agenda
Review of Assignment RFP
What is ethics?
Stakeholders in Research
I had taken a course
in Ethics. I read a
thick textbook,
heard the class
discussions andcame out of it
saying I hadn't
learned a thing I
didn't know before
about morals and
what is right or
wrong in human
conduct.
Carl Sandburg
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What is Ethics?Some years ago, sociologist Raymond Baumhart asked business people:
What does ethics mean to you?
Among their replies were the following:
Ethics has to do with what my feelings tell me is right or wrong
Ethics has to do with my religious beliefs
Being ethical is doing what the law requires
Ethics consists of the standards of behavior our society accepts
I don't know what the word means
Ethics is the study of morality's effect on conduct: the study of moral
standards and how they affect conduct
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Importance of Ethics in Research
Research depends upon the willing co-operation of the publicand business community
Based upon confidence that research is carried out honestly,objectively and in a manner that protects participants rights toprivacy
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Stakeholders in Research
Research
Researcher
Sponsor
SubjectGoal of
no harm for all
the stakeholders
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Types of Ethical Violations
Violating
disclosure
agreements
Breaking
confidentiality
Misrepresenting
results
Deceiving
participants
Padded
invoices
Avoiding
legal liability
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EthicsConceptual Approaches
Ethical
standardsEthical
RelativismDeontology
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Business Research Ethics -Our Routes to Understanding
Research Process Based
Stakeholder Based
Issue Based
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Ethical ApproachesRecap of Research Process
Research Process
Pre-ResearchDesigning &
PlanningPhase
InformationGathering
Data
CollectionPhase
Analysis,Interpretationand Reporting
Phase
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Ethical ApproachesResearch Designing & Planning Phase
Sponsor nondisclosure
Sponsors right to quality research
Sponsors right of purpose nondisclosure
Researchers right to absence of sponsor
coercion
Subject deception
Sponsors right to quality research
Subjects right to informed consent
Subjects right to privacy (refusal)
Sponsors right to quality research
Researchers right of absence of sponsorscoercion
Management &Research Questions
Research Proposal
Design Strategy
Sampling
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Ethical Approaches Data Collection
Subjects right to privacy
Subject deception
Sponsors right of sponsor nondisclosure
Researchers right to safety
Data Collection
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Ethical Approaches
Data Analysis, Interpretation & Research Reporting
Sponsors right to findings nondisclosure
Subjects right of confidentiality
Sponsors right to quality research
Researchers right of absence of sponsorcoercion
Data Analysis andReporting
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Ethical Issues and Stakeholders
Sponsor
SubjectResearcher
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Ethical IssuesSponsor Related Obligations
1. Come to a consensus on the research objectives, i.e., the reason for the
research.
2. Set reasonable time and money budgets.
3. Develop an understanding of the researcher and research project
4. Give genuine consideration to the research results and be willing to use them
to improve decision making
5. Pay the researcher fully and on time upon successful completion, regardless of
whether or not the results are desirable
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Ethical IssuesResearcher Related Obligations
1. Develop a working knowledge of the situation. To do so, interview key decision makers
2. Communicate exactly what the research can do.
Project deliverables
3. Avoid conflicts of interest.
Sometimes say no
4. To Decision Makers:Be knowledgeableInterpret results honestly and fullyPresent limitations of research
5. To Participants:Avoid coercing participantsAvoid physical or psychological harmProtect PrivacyInform subjects
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Ethical IssuesRespondent Related Obligations
1. Willful participation
2. Screening questions should determine whether participants
qualify
3. Faithful participation
4. Participants must follow instructions and pay attention
5. Honest responses
6. Privacy
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Ethical Treatment of Participants
Explain study benefits
Explain participant rights
and protections
Obtain informed
consent
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Components of Informed Consent
Identify researchers
Describe survey topic
Describe target sample
Identify sponsor
Describe purpose ofresearch
Promise anonymity andconfidentiality
Give good-faith estimateof required timecommitment
State participation is
voluntary State item-non response is
acceptable
Ask for permission
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Characteristics of Informed Consent
Elements
Competence
Informed
Knowledge Voluntary
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Debriefing
Explain any deception
Describe purpose
Share results
Provide follow-up
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Participants Confidentiality
Minimizeinstrumentsrequiring ID
Non-disclosure ofdata subsets
Restrictaccess to ID
Obtain signednondisclosure
Reveal onlywith writtenconsent
Participant
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Right to Privacy
Right to refuse
Prior permission to
interview
Limit time required
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Effective Codes of Ethics
Enforceable
Specify
Behavior
Regulate
Protect
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Ethical Codes of Conduct
http://www.marketingpower.com/http://www.casro.org/http://www.mra-net.org/7/31/2019 ARM Lecture Four
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Research Assignment on Ethics
1. Pretests show that the average time to complete a particulartelephone interview is 20 minutes. They also show a drop in theresponse rate if respondents are told in advance about the time.Telling them it will take 15 minutes does not reduce the responserate. The researcher:
a) Does not provide any information on the length of the interview
b) Tells the respondent it will take only few minutes
c) Tells the respondent it will take about 15 minutes
2. Researcher poses as graduate student working on a thesis in orderto gain information that competitors might not otherwise give
Instructions:
Develop a 10-point ethical-unethical scale of each of
the above two situations and interview 10 students