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8/6/2019 Brm Power Slide 2
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Chapter 2Chapter 2
Ethics in BusinessEthics in Business
ResearchResearch
McGraw-Hill/Irwin Copyright © 2011 by The McGraw-Hill Companies, Inc. All Rights Reserved.
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2-2
L earning ObjectivesL earning Objectives
Understand . . .W
hat issues are covered in research ethics.The goal of ³no harm´ for all researchactivities and what constitutes no harm for
participant, researcher, and researchsponsor.
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L earning ObjectivesL earning Objectives
Understand . . .D
iffering ethical dilemmas and responsibilities of researchers, sponsors,and research assistants.
Role of ethical codes of conduct in professional associations.
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Pul se Po int:Pul se Po int:Research Reve lati o nResearch Reve lati o n
89The percent of consumer PCsinfected with spyware.
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Data C oll ect o rs FaceData C oll ect o rs FaceResp o nsibi litiesResp o nsibi lities
³[Privacy pragmatists are] often willing to allow people to have access to, and to use, their
personal information where they understand thereasons for its use, where they see tangiblebenefits for so doing, and when they believecare is taken to prevent the misuse of this
information.´ Humph rey Taylor
chairman of The Harris Poll® Harris Interactive.
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Ty pes of Ethica l Viol ati o nsTy pes of Ethica l Viol ati o ns
V iolatingdisclosure
agreements
Breakingconfidentiality
Misrepresentingresults
Deceivingparticipants
Paddedinvoices
Avoidinglegal liability
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P r o cter & Gamb leP r o cter & Gamb le
A dmits to competitiveintelligence gathering
Contracted BI firmtook documents from
Unilever trashreceptacles
Out-of-court settlement rumored (and reported) at
$10m
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Ethica l Appr o achesEthica l Appr o aches
E thicalE thicalstandardsstandards
E thicalRelativismDeontology
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Ethica l Appr o achesEthica l Appr o aches
E thicalRelativismDeontology
How would you assess the P&G case using the two ethical approaches?
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Ethica l Cod es of Co n du ctEthica l Cod es of Co n du ct
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Pul se Po int:Pul se Po int:Research Reve lati o nResearch Reve lati o n
$944The amount, in millions,that employers will losethis year due to employeefraud.
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Ethica l Iss u es at a ll Stages of Ethica l Iss u es at a ll Stages of the Research P r o cessthe Research P r o cess
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Ethica l Treatment of P articipantsEthica l Treatment of P articipants
Exp lain st ud y bene f its
Exp lain participantrights an d pr o tecti o ns
Obtain in fo rme d
c o nsent
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Co mp o nents of Co mp o nents of Info rme d Co nsentInfo rme d Co nsent
Identify researchersD escribe survey topic D escribe target sampleIdentify sponsor D escribe purpose of
researchPromise anonymity and
confidentiality
Give ³good-faith´ estimate of required
time commitment State participation is
voluntary State item-non
response is acceptable A sk for permission
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Characteristics of Characteristics of Info rme d Co nsentInfo rme d Co nsent
E lements
Competence
Informed
Knowledge Voluntary
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Ethica l Resp o nsibi litiesEthica l Resp o nsibi lities
Special guidelinesapply to children! Informed consent means parental
approval.
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Decepti o nDecepti o n
Disguising
non-researchactivities
Camouflaging
true researchobjectives
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Debrie f ingDebrie f ing
Ex plain any deception
Describe purpose
Share results
Provide follow-up
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P articipant C o n f id entia lityP articipant C o n f id entia lity
Minimizeinstr u mentsreq u iring I D
No n-
d isc lo s u re of d ata s u bsets
Restrictaccess t o ID
Obtain signe d
n o n d isc lo s u re
Revea l o n ly with writtenc o nsent
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Right to refuse
Right t o P rivac yRight t o P rivac y
Prior permission tointerview
Limit time required
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The U.S. Sa f e Harb o r The U.S. Sa f e Harb o r AgreementAgreement
Security
Notice Access
E nforcement
Choice
OnwardTransfer
DataIntegrity
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Sponsor Nondisclosure
Co n f id entia lityCo n f id entia lity
Purpose Nondisclosure
Findings Nondisclosure
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W hat To Do If Co erce d?W hat To Do If Co erce d?
E ducateon
purpose
Emphasizefact-finding
role
Ex plainproblems
Terminaterelationship
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Eff ective C od es of EthicsEff ective C od es of Ethics
E nforceableE nforceable
SpecifyBehavior
RegulateRegulate
ProtectProtect