CODES OF ETHICS AMONG CORPORATE RESEARCH DEPARTMENTS, MARKETING-RESEARCH FIRMS, AND DATA SUBCONTRACTORS - AN EXAMINATION OF A 3-COMMUNITIESMETAPHOR

Despite the importance of the interorganizational nature of the market ing research process, very little research has addressed how research organizations differ and how they affect each other in the conduct of ethical marketing research. The purpose of this study is to examine di fferences among three typical participants in the research process: co rporate research departments, marketing research firms, and data subco ntractors. These organizations were examined with respect to having an d enforcing internal codes of conduct and the awareness and enforcemen t of external codes of conduct. By exploring these differences, this s tudy should help marketing researchers better understand the relations hips among participants in the research process. Understanding these d ifferences is the first step toward controlling the potential for ethi cal conflict among research participants.