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| Author: | Pallister, J. Nancarrow, C. Brace, I. |
| Title: | Navigating the righteous course: A quality issue |
| Journal: | Journal of the Market Research Society
1999 : JUL, VOL. 41:3, p. 327-343 |
| Index terms: | Market research Quality Business ethics United KIngdom Europe |
| Language: | eng |
| Abstract: | This paper argues that the quality of marketing research will be affected in the long term by how successfully the industry is able to implement industry codes of conduct, particularly the revised MRS Code of Conduct. The paper uses Hunt & Vitell's general theory of marketing ethics (1986) as a framework for developing the quality issues and guiding the research, which consisted of a survey of MRS members. This research identifies the most frequent ethical concerns held by MRS members. There are also additional findings in the paper. |
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