Title: (Optional) Explain the role of ethics in marketing research.
Course: Marketing (12164) > Section: Introducing Data-Driven Marketing

Explanation should include the importance of

- objectivity for accurate data reporting
- use of a diverse and adequately sized population sample
- use of random sampling
- honesty and integrity of information gatherers
- protection of data and customer privacy
- notification of information gathering.

Process/Skill Questions:

- How is objectivity achieved in data collection?
- Why are random sampling and diverse population sampling important?
- Why is customer privacy important in marketing research?
- How can you keep a customer’s data safe?