Question

What concept from this course has stood out as being the most important? How has it affected how you would do market research?

Answer 1

Answer: I feel that the concept of ethics is the most important one from this course. Every stakeholder involved in a market research like the clients, customers, employees and so on, have their own rights and obligations. They have their ethical duties and rights and hence any researcher needs to consider them in the process of research. There are clear rules and laws in terms of market research and if they are not followed then it may result in the breaking of law and regulations and may attract action from regulatory authorities or professional bodies. Thus when I will do market research, I will always make an assessment of the ethical concerns related with that market research. This understanding has affected my views about the importance of ethics in the market research. I will therefore always use and incorporate ethical guidelines while I develop my market research plan.