You have recently been hired by a major department store in its marketing department. Your boss informs you that you are going to supervise a field research study being conducted. You arrive at your assigned store and find that the study consists of shadowing customers. The store has set up a "private" shopping event for store credit card holders, in which each person must swipe his or her card to receive a special discount coupon book. As the shadow shopper, you use a handheld device with a customer's information and past purchase behaviour loaded onto it. Thus, you and the other shadow shoppers know the name, address, income, family size, and spending patterns for each customer you observe. You begin to feel uncomfortable about this study, because the consumers have no idea they are being tracked or the amount of confidential information provided to strangers. You are also concerned that the shadowers are not regular employees or employees of an established marketing research provider. What, if anything, should you do about your concerns?