You are executive director of Qualitative Research Consultants Association (QRCA), an organization designed to assist market research practitioners. As part of their membership agreement, QRCA members agree to abide by a nine-point code of ethics that forbids practices such as discriminating in respondent recruitment and offering kickbacks or other favors in exchange for business. The code also calls for research to be conducted for legitimate research purposes, and not as a front for product promotion.
12-5 Why do you think the QRCA and other market research organizations create such codes?
12-6 Do you believe they are helpful in reducing unethical research practices?
12-7 As QRCA director, what other areas of marketing research do you believe should be covered by ethical codes of conduct?