Case Analysis: Answer all questions

Gross profit is a key indicator of enterprise benefits and business performance for a company. The regional manager of a clothes retailing chain company has noted that the gross profit margins (defined in a variable with the name of Profit) that individual shops are able to achieve may well be affected by the local advertising used on the radio (defined in a variable with the name of Radioads) and/or in newspapers (defined in a variable with the name of Newsads). If so, the company plans to adjust their advertising spending accordingly to promote its profit. To explore the influence, market researchers sampled 100 shops in his region and collected data. Data analysis was conducted in SPSS to support the decision making of this clothes retailing company.

Profit: gross profit as % of sales revenue

Radioads: radio advertising spending ()

Newsads: newspaper advertising spending ()

2(a). In the context of the case above, please discuss when ethical issues will arise in marketing research.

2(b). Imagining you are the market researcher in the case, what are the key ethical issues you must consider when designing the questionnaire for data collection? Please discuss at least four key ethical issues.