Ethics in Qualitative Marketing Research

Qualitative marketing research is a means used by companies to satisfy one common aim – more business. This method of sheds light on decisions stem from emotions that help predict future trends, demands or the opposite.

In any method of this style of research, the researcher and the respondent is most certainly going to build a relationship of trust. Information given and taken is all going to be based on the personal experiences of the respondent, which are then shared with the researcher. With this trust comes the expectation of confidentiality and anonymity. 

Most of the ethics are found in researches that are involved with health care. The daily ethical issues and the methods of research in this area can be quite unpredictable and at times the life of the participant could be put at great risk. The researcher has to be mindful of who the participant is and how they should be approached for the certain research projects and still maintain the atmosphere of trust and should ascertain continuous consent.

The people who participate in this research may be very sensitive about the type information they are going to disclose, for example: a father of someone with a mental disorder might confess ill thoughts and feelings towards his daughter who might be of a young age. The subject’s human rights tend to be violated in this area and it is vital that this is somehow avoided.

The researcher, in reality, would bear a lot of influence and would most likely be an influence all throughout the project, which also means that they must have a good polarity of self-awareness. Of course, research, which is done involving people, is not only in one place, with a group of people in the same community, but a mix. Their cultural backgrounds and status in life may differ and these are things that must be taken into consideration when the research is being planned and conducted.

It is very important that when a study is done with people as subjects, they are kept informed of what could happen to them, with clear statements of any of the risks and/or possible progress, and how long the project might last or if it could change. This would allow them a sense of free will in choosing if they still want to be part of the research or not. This also means that those who do join are well aware of the possible outcomes and challenges along the way and inadvertently leaves you any chances of having to encounter any unnecessary legal issues that may come of your research after. 

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