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5-1
© 2006 The McGraw-Hill Companies, Inc., All Rights Reserved.
McGraw-Hill/Irwin
Chapter 5Chapter 5
Ethics in Ethics in Business Business ResearchResearch
5-2
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
• differing ethical dilemmas and responsibilities of researchers, sponsors, and research assistants
• role of ethical codes of conduct in professional associations
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Types of Ethical Violations
Violatingdisclosure
agreements
Violatingdisclosure
agreements
Breakingconfidentiality
Breakingconfidentiality
Misrepresentingresults
Misrepresentingresults
DeceivingparticipantsDeceiving
participants
PaddedinvoicesPaddedinvoices
Avoidinglegal liability
Avoidinglegal liability
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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 standards
Ethical standards
Ethical Relativism
Deontology
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Ethical Approaches
Ethical Relativism
Deontology
How would you assess the P&G case using the two ethical approaches?
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Ethical Codes of Conduct
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Exhibit 5-1 Ethical issues at all stages of the research process
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Ethical Treatment of Participants
Explain study benefitsExplain study benefits
Explain participant rights and protections
Explain participant rights and protections
Obtain informedconsent
Obtain informedconsent
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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
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Characteristics ofInformed Consent
Elements
Competence
Informed
Knowledge Voluntary
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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
Camouflagingtrue research
objectives
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Debriefing
Explain any deceptionExplain any deception
Describe purposeDescribe purpose
Share resultsShare results
Provide follow-upProvide follow-up
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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
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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
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Data Collection in Cyberspace
European Union
Data Mining
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The U.S. Safe Harbor Agreement
SecuritySecurity Data Integrity Data Integrity
NoticeNotice AccessAccess
EnforcementEnforcement
ChoiceChoice
Onward Transfer
Onward Transfer
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Sponsor NondisclosureSponsor Nondisclosure
Confidentiality
Purpose NondisclosurePurpose Nondisclosure
Findings NondisclosureFindings Nondisclosure
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What to do if coerced?
Educateon
purpose
Emphasizefact-finding
role
Explain problems
Terminaterelationship
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Effective Codes of Ethics
EnforceableEnforceable
Specify Behavior
RegulateRegulate
ProtectProtect
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Key Terms
• Code of ethics• Confidentiality• Debriefing• Deception• Ethics• Informed consent
• Nondisclosure– Findings– Purpose– Sponsor
• Right to privacy• Right to quality• Right to safety