Ethics plays a significant role in the marketing research profession. Data can often be manipulated to skew results or present favorable outcomes. This assignments presents an ethical dilemma for “Elspeth,” an associate research specialist at a large, Midwestern marketing research firm.
Read the following case study (Click on this link) and answer the following questions:
1. What are Elspeth’s moral obligations to Peggy? To the client?
2. What detrimental effects could result from providing Peggy’s last name to the client?
3. What are some feasible alternatives Elspeth and Franklin should consider?
4. How should Elspeth and Franklin ultimately resolve this issue?
Formatting Requirements
Please follow the following formatting criteria:
• Papers must be typed, double spaced (even between paragraphs), 12-point Times New Roman with margins no wider than one inch.
• Use page numbers
• Papers should be prepared Microsoft Word
• Pictures, Graphs and lists will not be included in the body of the paper. If you need these to support your facts, place them at the end of your paper as an addendum, referenced in body of your paper.
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