The Use of Codes of Ethics in New Zealand Marketing Research and Effects on Ethical Behaviour
type: CreativeWork
description: In the last years there has been an increased attention given in the literature to ethical issues in business. Within academic and industry literature, codes of ethics are generally understood to act as a mechanism guiding and ensuring ethical behaviour. However, this premise has not yet been thoroughly explored. This study proposes to address this gap, investigating codes of ethics' use and effects on ethical behaviour. This research examines the tools used in ethical decision-making by New Zealand marketing research practitioners. The focus of this research is on client relationships. The study uses literature on business ethics, marketing research ethics, models of ethical decision-making, codes of ethics' use and effectiveness, trust in business relationships, reputation, and individual values and personal ethics. A conceptual framework evolved from the literature review and helped guide the research questions. The model drawn from the literature uses a three level approach: industry/organisational level, individual level and relationships level. The model indicates that at the industry/organisational level, three main dimensions may have an impact on ethical decision-making within client relationships: codes of ethics, size of organisation and affiliation. At the individual level, personal values, ethical perceptions and judgements are seen to guide individual behaviour. At the relationships level, trusting business relationships are believed to lead to a good and ethical climate between marketing research practitioners and their clients; at this level of analysis, dimensions such as trust, credibility and reputation form the basis of such relationships. Mixed research methods were used in the study. A preliminary survey was employed in order to provide background industry information which assisted with and informed the development of the structure of interviews with New Zealand marketing research practitioners. Accordingly, a qualitative research approach und…
abstract: In the last years there has been an increased attention given in the literature to ethical issues in business. Within academic and industry literature, codes of ethics are generally understood to act as a mechanism guiding and ensuring ethical behaviour. However, this premise has not yet been thoroughly explored. This study proposes to address this gap, investigating codes of ethics' use and effects on ethical behaviour. This research examines the tools used in ethical decision-making by New Zealand marketing research practitioners. The focus of this research is on client relationships. The study uses literature on business ethics, marketing research ethics, models of ethical decision-making, codes of ethics' use and effectiveness, trust in business relationships, reputation, and individual values and personal ethics. A conceptual framework evolved from the literature review and helped guide the research questions. The model drawn from the literature uses a three level approach: industry/organisational level, individual level and relationships level. The model indicates that at the industry/organisational level, three main dimensions may have an impact on ethical decision-making within client relationships: codes of ethics, size of organisation and affiliation. At the individual level, personal values, ethical perceptions and judgements are seen to guide individual behaviour. At the relationships level, trusting business relationships are believed to lead to a good and ethical climate between marketing research practitioners and their clients; at this level of analysis, dimensions such as trust, credibility and reputation form the basis of such relationships. Mixed research methods were used in the study. A preliminary survey was employed in order to provide background industry information which assisted with and informed the development of the structure of interviews with New Zealand marketing research practitioners. Accordingly, a qualitative research approach und…
author: Yallop, Anca
keywords: Codes of Ethics, Marketing Research, Ethical decision-making, Business ethics, Client relationships, Qualitative research
date published: 2010
date modified: 2026-07-27T18:46:23Z
provider: AUT University
publisher: Networked Digital Library of Theses and Dissertations
type: WebPage
source organization: AUT University