广告调查（第二版）英文 指导手册 Davis-Instructors-Manual-ch02 Research Ethics

AdvertisingResearch:Instructor’sManual

Copyright©2012PearsonEducation,Inc.publishingasPrenticeHall

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AdvertisingResearch:Instructor’sManual

Copyright©2012PearsonEducation,Inc.publishingasPrenticeHall

2. ResearchEthics

ChapterGoals

Thechapterisdesignedtohelpstudentsunderstand:

• thethreeaspectsofethicalbehavior:autonomy,nonmaleficenceandbeneficence.

• ethicalstandardsregardinginteractionswithresearchparticipants,management,researchsuppliersandsocietyasawhole.

• specialconsiderationsrelatedtoresearchconductedwithchildrenandonlinecommunities.

NotestotheInstructor

TheChapterLectureprovidesaguidetokeytopicsandcontent.ThePowerPointslidesarenamed:davis_adresearch_ch2.ppt.

ChapterLecture

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Ethicsaremoralprinciplesthathelpdeterminewhenacourseofactioniseitherrightorwrong.Whiledefinitionisstraightforward,oftendifficulttoputintopractice.Codesofethicshelptomakeexpectationsexplicit.

Threecommonconcernsincodesofresearchethics:

• Autonomy,oftenreferredtoastheprincipleofself-determination,meansthatallindividualsinvolvedintheresearchhavefreedeliberationanddecisionpowerregardingtheirparticipationintheresearch.

• Nonmaleficencestatesthatitiswrongtointentionallyinflictharmonothers.

• Beneficencestatesthatonehasapositiveobligationtoremoveexistingharms,toconferbenefits,andtominimizeriskswheneverandwhereverpossible.

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I.EthicsandIndividualRespondents

Principlesofautonomy,nonmaleficence,andbeneficenceapplytointeractionsofresearchersandrespondents.Reflectedinthreeimportantguidelines:

• Arespondent'sdecisionwhetherornottoparticipateinaresearchstudyshouldbeaninformeddecision.

• Arespondentmaynotbemistreatedinanyway.

• Arespondenthasanabsoluterighttoconfidentialityandprivacy.

A.InformedDecisionsandInformedConsent

Informedconsentisrequiredwheneveraresearcherexplicitlyasksforprivateinformation.Thespecificmediumthroughwhichtheinformationisbeingcollected(e.g.telephone,Internet,in-personinterviews)doesnotaffectneedtoobtaininformedconsentpriortodatacollection.

Informedconsentrequiresinformationbeprovidedtorespondentinthreekeyareas:

•Researchcontext.Potentialparticipantsmustbeexplicitlytold:(a)thattheyarebeingaskedtoparticipateinaresearchstudy,(b)whoisconductingtheresearch,(c)thepurposeoftheresearch,and(d)whotocontactiftheyhavequestionsabouttheresearch.

•Voluntarynatureofparticipation.Potentialparticipantsmustunderstandthat:(a)participationisentirelyvoluntaryandthatrefusaltoparticipatewillnotinvolveanypenaltyorlossofbenefits,(b)thattheycandiscontinueparticipationatanytime,againwithoutpenaltyorlossofbenefits.

•Characteristicsoftheresearch.Potentialparticipantmustbetold:(a)whattheywillhavetodotoparticipate,(b)howlongtheinterviewwilltake,(c)whatwillbedonewiththedata(especiallynotinghowconfidentialityandprivacywillbeaddressed)and,ifapplicable,(d)anycommitmentsbeyondtheinitialinterview.

Informedconsentdocumentshouldaddresspriorissues.Wellwrittendocumentsarethosewhere:

•Wordsarefamiliartothereaderandtechnicallanguageisclearlydefined.

•Wordsandterminologyareconsistentthroughoutthedocument.

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•Sentencesareshort,simple,anddirect.

•Linelengthislimitedto30-50charactersandspaces.

•Paragraphsareshortandconveyoneideaperparagraph.

•Verbsareinactivevoice(i.e.,thesubjectisthedoeroftheact).

•Personalpronounsareusedtoincreasepersonalidentification.

•Eachideaisclearandlogicallysequenced.

•Studypurposeispresentedearlyinthetext.

•Titles,subtitles,andotherheadershelptoclarifyorganizationoftext.

•Headersaresimpleandclosetotext.

•Leftmarginsarejustified.Rightmarginsareragged.

•Upperandlowercaselettersareused.

•Styleandfontofprintiseasytoread.

•Therearenolargeblocksofprint.

B.Mistreatment

Avoid:

•Frequent,repeatedattemptstoconducttheintervieworattemptstoconducttheinterviewattheresearcher'sconvenience(forexample,phonecallsduringthesupperhour).

•Overlylongsurveysnotbeingaccuratelydescribedassuch.Aresearcherhasanobligationtoprovideareasonablyaccurateestimateoftheinterviewlength.

•Askingpersonalquestionsfor"information'ssake."

C.ConfidentialityandPrivacy

Confidentiallyisabsoluteunlessrespondentisexplicitlyinformedotherwise.Thismeansthat:(1)nooneshoulduseordiscussrespondent-identifiabledataorinformation,(2)respondentnamesandotherrespondent-identifyinginformation(e.g.,telephonenumbers)shouldbedeletedbeforeshowingoriginalquestionnaires,(3)invisibleidentifiersonquestionnairesthatconnectanswerstoparticularrespondentsshouldnotbeused.

Closelyrelatedtotheconfidentialityisprivacy.Respondentsmustbeinformedofanydatacollectionmethodsthatmightviolatetheirexpectationofprivacy.

D.ResponsibilitiestoRespondents:SpecialPopulations

1.ResearchwithChildren

Specialcaremustbemadetoprotecttheinterestsofchildparticipants,

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specifically:(1)thechild'srightssupersedetheinvestigator'srights.(2)theremaybeabsolutelynophysicalorpsychologicalharm,(3)theremaybenocoerciontoparticipate,(4)nodiagnosticorotherinformationonthechild'sparticipationshouldbeoffered,(5)principlesapplyevenifthechildorhisfamilyispaidforparticipation.

2.ResearchInOnlineCommunities

Informedconsentisnotrequiredforthecollection/analysisofinformationorbehaviorsthatareinthepublicdomainorwhichareconductedinpublicspaces(thatis,inplaceswherethereisnoexpectationofprivacy).

Isonlinepublicorprivatespace?Considerfollowingsituations:

• FordconductsresearchtodeterminehowpeoplearerespondingtoitsnewlyredesignedFocusandtodeterminewhattypesofresponsescanbeusedtocounternegativeperceptions.Theresearchentailsmonitoringautomotivechatrooms,recordingthecommentsforlateranalysisandthenhavinganemployeerespondtonegativecommentsusingoneofthreepredeterminedresponses.Theeffectivenessofeachresponseinchangingnegativeperceptionsisevaluatedandrecordedinordertoidentifytheresponsethatbestchangesnegativeattitudesandbeliefs.Theemployeeparticipatesinchatconversationsunderthename“OldCarMan”(notasaFordemployee)andindividualsinthechatroomarenotinformedthattheyarepartofaresearchstudyandthattheirconversationsarebeingmonitored.(Clearly,informingindividualsinthechatroomwouldruintheresearch.)

• AstroDrugswantstofindouthowtheadvertisingforitsnewbreastcancerdrugisbeingreceivedbywomenwhohavebeendiagnosedwithbreastcancer.Astrohiresaresearchcompanytomonitorsupportgroupforumsonbreastcancersitesandrecordallmentionsoftheirdrugandadvertisingforlateranalysis.Thecontextforthecomments,typicallythesewomens’emotionsassociatedwithabreastcancerdiagnosis,arealsorecorded.Forummembersarenevertoldthattheircommentsarebeingreadandrecorded.Oncetheresearchiscomplete,AstroDrugswillusetheinsightscollectedtohelpinidentifyingthedirectionfortheirnewadvertisingcampaign.Ifappropriate,Astromayalsousesomeofthewomens’commentsintheiradvertising,althoughindividualswouldnotbenamed.

Arethedescribedsituationsethical?

Bruckmannotesthat“afrequentmistakemadebyInternetresearchersis,whenfacedwithtradeoffbetweentheneedsofsubjectsandintegrityofresearch,togiveprioritytotheintegrityoftheresearch.Onfurtherreflection,itshouldbeobviousthatthisreasoningisfaulty--therightsofsubjectscomefirst.”

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3.ResearchinVirtualWorlds

Stantonhaswrittena“virtualworldrespondent’sbillofrights.”

II.ResponsibilitiestoClients

Clientmaybeinternal(thatis,otherdepartmentswithintheadvertisingagency)

orexternal(forexample,thecompanythatemploystheagency).

A.AppropriateResearch

Researchrecommendationsshouldbeappropriate.Recommendresearchonlywhenitisthebestmeansforsatisfyingmarketingorcommunicationsinformationneeds.Whenresearchisrecommended,usethemostappropriatetechnique,onethatcollectsthehighestqualityinformationinthemostefficientmanner.

Samplesizemustbeappropriategiveninformationneedsandsignificanceofdecisionstobereached.

B.ConfidentialandProprietary

Confidentialityrequirementsapplytoallinformationobtainedaspartoftheresearchprocess,thatis,informationacquiredthroughconversationswiththeclientandotherinvolvedindividuals,informationacquiredthrough

examinationoftheclient'swrittendocuments,andinformationcollectedbythe

researchprojectitself.Allclient-providedinformationremainstheproprietarypropertyoftheclientandshouldneverberevealedwithouttheclient'spermission.

C.ProjectChanges

Whatisdisastrous(andunethical)isrespondingtoresearch-relatedproblemsbyalteringstudydesign,costortimingwithoutinformingtheclient.Itisunethical(aswellasunprofessional)tomakeanychangesinresearchdesignwithoutclientconsultation.Clientmustbepromptlyinformedofthecostortimingimplicationsofanychangestotheresearchstudy.

D.PresentationofFindings

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Presentationofdataandfindingsmustbestraightforwardandnotmisleading.Avoidmanipulatingdatatocreatefalseimpressions.

Misleadingreportinggenerallytakesoneoftwoforms:(1)whenthereisa

failuretoincludeallinformationnecessarytoevaluatepresenteddataandfindingsand(2)whenimpressionsleftbythepresentationofthedataarenot,inreality,justifiedbythedata.

Slide2-18:Dataaspresented

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Conclusion:Firstchartmakesitappearthereisanoverallpositivetrend,whenonedoesnotinfactexist.

Slide2-20:Dataaspresented

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Conclusion:PercentagepreferencesvisuallydistortedduetoperspectiveandinappropriateY-axisdivisions.

III.ResponsibilitiestoResearchCompanies

Commonpracticesthatviolateethicalprinciplesandwhichshouldbeavoidedinclude:

• issuingcallsforbidsorproposalswhenasupplierhasalreadybeenselected,

• usingtheproposalprocesstoobtainfreeadvice,and

• makingfalsepromisestoobtainlowercosts.

A.Pre-selection

Itisunethicaltopredeterminepriortothebidprocesswhichcompanywillreceivetheprojectandthenissueacallforbidsandproposalsonlytosatisfycorporaterequirements.

B.FreeAdvise

Itisunethicaltoaskfordetailedproposalswhich"pickthebrains"ofthosewithexpertiseincaseswhereyouhavenointentiontoawardtheprojecttooneofthecompaniesthathassubmittedaproposal.Properethicalproceduresforsolicitingbidsandproposalsrequirethat:(1)acompanyshouldbeinformedthatitsproposalisoneofseveralbeingsolicited,(2)technicalideasand

methodologicalrecommendationsmustbetreatedconfidentially,and(3)allunacceptedproposalsremainthepropertyoftheoriginatingorganizationunlessappropriatepaymenthasbeenmade.

C.FalsePromises

Itisunethicaltofalselysaytoaresearchsupplier,"Ifyougiveusabreakonthecostofthisresearch,IknowthatIcanthrowalotofbusinessyourwaylaterintheyear."

IV.ResponsibilitiestoSociety

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Whencollectingorpubliclyreportingdatakeepinmindthat:

• Dataandfindingsreportedforpublicuseshouldbecomplete,notmisleadingandproperlyinterpreted.

• Datareportedforpublicusewillbebasedonsound,objectiveresearchjudgment.

• Researchwillnotbeusedasaguiseformarketingorsalesefforts.

A.CompleteDataandFindings

Aresearcherwhowithholdsnegativeordamaginginformationfrompublicreleaseofresearchisnodifferentthanthemanufacturerwhofailstodisclosepotentiallydamaginginformationaboutaproduct.Bothmisleadthroughdeceptionandmisinformation.

B.ProperInterpretation

Misleadingdatapresentationonasocietalleveloccursmostfrequentlywhenthedataismanipulatedtoprovidesupportforanadvocacyposition.

C.Sound,ObjectiveResearch

Advertisingormarketingresearchthatisnotconductedinasoundmannertarnishestheentireresearchindustryandhasthepotentialtoharmthepublic.Thistypeofresearchoccurs,forexample,whenthereisnonscientificandbiasedselectionofsamples,forexample,conductingpreferenceresearchamongthosewhoarealreadyfavorabletowardyourproductorconductingresearchinmarketsthatdonotrepresentnormalorordinarymarketconditions.

D.ResearchIsNotaGuiseforOtherActivities

Inrecentyearstherehasbeenariseinthenumberofmailingsandtelephonecallsthatuseresearchasapretextforaccomplishingnonresearchobjectivessuchassales,fundsolicitation,orthecreationofadatabase.Thisisnotethicallyacceptable.

ResponsestoApplicationExercises

1(a).Thisisunethicalasitviolatesconfidentiality.

1(b).Thisisunethicalasthereisnoinformedconsenttoparticipateinthefollow-upaspectoftheresearch.

1(c).Thisisunethicalasitisalie.Informedconsentisthereforeviolated.

1(d).Thisisunethicalasitisalie.Informedconsentisthereforeviolate