Investigating market research ethics: an empirical study of codes of ethics in practice and their effect on ethical behaviour

In academic and practitioner literature, codes of ethics are generally understood to act as a mechanism guiding and ensuring ethical behaviour.
Yallop and Mowatt

Codes of ethics' use by marketing research practitioners and effects on ethical behaviour: An empirical study

Anca C. Yallop

University of Winchester, UK

Simon Mowatt

Auckland University of Technology, New Zealand

Introduction

Recent developments in market research, such as the use of big data and emerging research methodologies, highlight the need for researchers to be at the forefront of being able to manage ethical issues, especially when the technologies and environmen