Ethical choices Is it ethical to observe shoppers for the pu

Ethical choices: Is it ethical to observe shoppers for the purposes of marketing research without their knowledge and permission?

Solution

Answer:-

No. It is not ethical.

Explanation:-

Observation of customers shopping for marketing purposes is considered a form of deception. No deception is ethical. Deception, especially invasion of privacy, is a serious ethical issue in marketing research and occurs in research studies. Such kind unethical undertaking/deception comes in the form of:

When true identity of the sponsor of the research is hidden from potential respondents.

A researcher secretively observes potential respondents/shoppers without their permission.

When potential respondents are promised anonymity anonymous but anonymity is not observed.