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Report on the Ethical Issues Involved in Marketing Research Base on the Casro Code of Standards and Ethics for Survey Research

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REPORT ON THE ETHICAL ISSUES INVOLVED IN MARKETING RESEARCH
BASE ON THE CASRO CODE OF STANDARDS AND ETHICS
FOR SURVEY RESEARCH

The Council of American Survey and Research Organizations (CASRO) were founded in 1975, which represents over 300 companies and market research operations in the United States and abroad. The philosophy of CASRO is to “require their members to adhere to the CASRO Code of Standards and Ethics for Survey Research, a tough, internationally-cited set of standards which has long been the benchmark for the industry. The Code has been organized into sections describing the the responsibilities of a survey research organization to Respondents, Clients and Outside Contractors and in reporting study results”. Here in this report, the writer would like to focus on the ethical issues that research firms often violate, and has denied to follow the Code of Standards and Ethics from CASRO. The three popular ethical issues are presented and discussed below.
There are four main responsibilities in the CASRO Code if Standards and Ethics: Responibilities to Respondents, Responsibilities to Clients, Responsibilities in Reporting to Clients and the Public, and Responsibilities to Outside Contractors and Interviewers. However, the writer of this report will focus mainly on the Responsibilities to Respondent as the ethical issues of this part are now dramatically increasing.
In the Section 3 of Part A – Confidentiality belong to I.Responsibilities to Respondents (CASRO Code of Standards and Ethics), the first principle of Respondent confidentiality is stated as “Survey Research Organizations’ staffs or personnel should not use or discuss Respondent-identifiable data or information for other than legitimate internal research purposes.” However there is a variety of violation has been found and resulted in the difficulties and detriment to Respondents. To…...

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