When conducting marketing research, engaging in ethical business practices is not a matter of choice; it is a necessity. The laws and regulations differ by country, but they all aim to protect the privacy of an individual with particular reference to personal data. These laws require that the principles of transparency and consent are put into practice. This is called the "principle of consent" and this basically means that when an individual is asked to provide personal data it is made clear why such data is needed and what the organization collecting the data is using it for. In the UK, these notions are encompassed in the Data Protection Act 1998. You have been appointed as a marketing consultant, advise Tomomichi Amano's research department about the EIGHT (8) principles that this Act focusses on to protect the rights of an individual during research.

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The Data Protection Act 1998 which has been replaced by the General Data Protection Regulation GDPR in 2018 outlined eight principles that must be adh... View the full answer