AN INTEGRATED MODEL FOR ETHICAL DECISIONS IN MARKETING-RESEARCH

While many models of ethical decisionmaking in marketing have been pre sented in the literature, no recent attempts have been made to explici tly account for ethical decision-making from a marketing research pers pective. We present an ethical framework for marketing research, the v arious philosophies of ethics, and a few enduring marketing ethical de cision-making models, thus laying the foundation for a descriptive mod el for ethics in marketing research. The authors then develop an integ rated model of ethical decision-making that incorporates the perspecti ves of all parties involved in the process of making ethical marketing research decisions, the various philosophies, and external variables. The proposed model is compared with some of the models considered in the literature and illustrated with a marketing research application.