The Present Situations - Essay Example

The Present Situations This is the case of the non-anonymous survey in which Lauren is the assistant project manager of a small firm, Neerson. She has been asked to carry out a consumer satisfaction survey for the community organization which includes a fitness center by her supervisor and the project manager Steffan. This survey is a community service from Neerson. Steffan tells Lauren that apart from designing the questionnaire, she needs to devise a coding system in the questionnaire that would secretly identify each respondent. Lauren is surprised to hear this as she has a clear understanding that the market research surveys that are carried out are always anonymous. When Lauren goes to Steffan with this objection, he states that Neerson is not promising confidentiality in their cover letter, therefore, the process is legal. After a few days, Lauren gets to know that Steffan is selling personal information of the respondents to James Monroe for his sporting goods store through which James Monroe will be able to decide his inventory and also develop a direct mail advertising campaign. When Lauren later questions Steffan about the situation, he says that even though the survey is being carried out for the community service but they are not paying for the survey; therefore, it is not their property. Furthermore, according to Steffan, Neerson is a non-profit organization and by selling the information of the survey the company can cover its costs and would be able to do more community service projects in the future. Lauren is quite sure that the community organization is not aware of the method in which the data is being collected and used. In my opinion, there are numerous ethical issues involved in this situation. Firstly, due to her rights as a human being; Lauren cannot be forced to do such a task that would question her ethical values. Furthermore, the matter of survey not being anonymous is another factor that adds to the questionability of the situation being ethical. Also, it is the right of the respondents to have a complete knowledge regarding confidentiality of the survey which has been ignored on purpose on the cover letter of the survey. Another ethical issue involved is that of Steffan selling the personal information of the respondents to James Monroe. This is a clear violation of the ethics of market research as Steffan has no right to make use of the information from the survey for purposes other than market research. Also, Steffan has no right to sell the data to cover the company’s cost for future service projects. Yet another unethical aspect is that of James Monroe who is the buying of the personal information of the respondents for his personal gains. Furthermore, both the management and the community service are unaware of the existing situation. There are a number of alternatives for the present situation. Firstly, Lauren could go on doing her job and forgetting that this incident ever took place. Secondly, Lauren could explain the ethical issues involved in the situation to Steffan as he might be unaware of the issues and their implications. Another alternative is that of informing the top management and the community organization about the ways in which data is being collected and used. Furthermore, Lauren could also devise strategies which would not compromise the rights of the respondents and also develop strategies to safeguard the ethics involved in market research. Lauren can also make use of the strategy known as whistleblow which is making an accusation, usually anonymously, of the wrongdoing through internal or external channels (The marketing research industry and research ethics, 2006). The primary stakeholders are those that have an ongoing transactional relationship with the situation and they are: 1. Lauren 2. Steffan 3. James Monroe 4. Community Organization 5. Survey Respondents 6. Neerson. The secondary stakeholders are those who lack an ongoing relationship with the existing situation and they are: 1. Local Community 2. Customers of James Monroe’s sporting goods store 3. Market Researchers 4. Government 5. Media 6. Other Community Organizations 7. Future Survey Respondents In the ethics of alternatives, there are three theoretical alternatives according to which the existing situation can be resolved. The first one is Utilitarianism in which the main emphasis is on the greatest good for the greatest number (Jarvis, 2005). According to this approach, if an act proves to be beneficial for more people than those who are not benefitting from it then that act is moral. In the present situation, it is to be decided that which of the decided alternative promotes the greatest good for the greatest number of the stakeholders (Jarvis, 2005). In order to decide which of the alternative provides the greatest good for the greatest number of people, the amount of benefit has to be measured. The benefit would be measured for all the alternatives and then the alternative which maximizes the ratio of benefit to harm to the various stakeholders by the decision would be selected to resolve the problem (Dubovoy, 2009). If Steffan proceeds with the present situation then there is great benefit for both Neerson and James Monroe. While the respondents and Lauren would be hurt. Furthermore, the amount of worth and value to be placed on covering the cost for future community services at the expense of the ethics of market research also needs to be investigated. Another factor that needs to be analyzed is that which of the alternative will allow the company to maintain its reputation as an ethical marketing research firm. Furthermore, the utility in endangering the personal information of the respondents for future benefit has to be kept in mind. According to Beauchamp and Bowie (2003), it should be observed whether the action of selling the information is moral as it is promoting the greatest utility for the greatest number (Beauchamp and Bowie, 2003). Lastly, determine whether the ethic of research has the central position and can be compromised by the demands of future benefit (Wallenmaier, 2007). The theoretical approach of natural rights is based on rights, that is, something to which one just has a claim. Therefore, the rights of respondents on their personal information collected in the survey needs to be clearly identified before taking any action (Al-Sadi, no date). Lauren as a human being possesses the free consent and the right to take affirmative action in the present situation (Wagner, 1991). Another aspect that might be involved is that Steffan might have the right to run the company in its best interests even if the ethics of market research are compromised. On the other hand, it is the right of the top management at Neerson to be informed about how the business is being run. Also, by the virtue of being a human being, if James Monroe is not harming anyone then he has the right to ask for information that might be against the ethics. Lastly, the role of other community organizations play in this situation needs to be identified as well. Another aspect in the theory of rights is the theory of justice which is based on the fact that duties should be upheld on the standards of equity, fairness and impartiality while making decisions. An individual should be treated in such a manner that he deserves to be treated in. The justice should be equally distributed among those who are equals and it should be done in a fair way. In the present case, it has to be made sure that all the stakeholders receive justice and the decision made is impartial and fair. The approach of Immanuel Kant suggests that an action is moral if it can be undertaken by others, that is, universalize the action (Bowie, 1999). This means that human beings have the liberty of using their will freely and hence are able to take action from laws required by reason. It also focuses on the people’s duties, responsibilities and obligations to uphold the norm for the stakeholders. According to this theory if one’s action fulfills the duty then the action is moral (Bowie, 1999). In the present situation Steffan’s action can be considered moral as his intention is to gain benefit for future community service projects and by this he is fulfilling his duty towards his organization. Also, it might also be possible that Steffan has lost his respect in the eyes of Lauren. Based on universalism, the actions of Steffan can be considered moral if Steffan thinks that other market researchers can take similar steps to ensure benefit for their organizations (Bowie, no date). Lastly, based on the duties and responsibilities, Lauren can take action regardless of the consequences. All the above-mentioned alternatives might not be achieved as there are some practical constraints that might be faced. Firstly, Lauren could lose her job if she shows signs of discomfort to Steffan about the whole situation. This is because she is a subordinate and Steffan might think that it is his right to terminate her is she does not obey him. Furthermore, the company’s reputation as a market research firm would be harmed if the community service gets informed of the existing situation (The marketing research industry and research ethics, 2006). The community service might even sue Neerson on not abiding by the appropriate ethical standards. Also, Lauren cannot implement changes in the questionnaire without her supervisor’s consent. Lauren can also be faced with decision paralysis (Werhane, no date). Lastly, the top management might already be aware of the situation and were hesitant in taking any steps due to the benefit being earned. After weighing all the considerations I have to come to a decision to resolve the problem that favors all the stakeholders. Keeping in mind all the ethical implications on the alternatives, firstly, both Lauren and Steffan have to keep in mind the interest of all the stakeholders before taking a decision (Bowie, 1999). After this is decided, the first step if for Lauren to clarify the whole situation with Steffan regarding the ethical issue involved in this situation. Lauren should explain to Steffan that it is the duty of a market researcher to keep the information collected confidential and not use the personal data collected in a market research project for any purpose other than market research. Furthermore, Lauren can also justify her situation by stating the fact that it is not right to compromise the ethical standards of the company even if the consequences are beneficial to everyone. If Steffan agrees to all the ethical issues, then changes can be made accordingly in the cover letter of the questionnaire regarding the confidentiality and the general purpose of the survey and also refuse James Monroe’s offer. But if Steffan is adamant on selling the information to James Monroe, then it is Lauren’s duty to inform the top management about the ongoing situation as it is her right as an employee in the organization. On hearing the problem, the management must take appropriate action against Steffan. If it fails to do so, then the right thing for Lauren to do is to quit her job as taking part in such as activity might hurt her reputation and subjugate her ethical standards. Lastly, Lauren should bring charges against Neerson on unethical conduct in market research. REFERENCES Al-Sadi, S. (no date). Ethics in market research: concerns over rights of research participants. Available at: http://www.wbiconpro.com/Marketing/Sami.pdf (Accessed 12 November 2009) Beauchamp, T. L. and Bowie, N. (2003). Ethical theory and business. 7th edn. NJ: Prentice-Hall Bowie, N. (no date). Business ethics and normative theories. Available at: http://www. blackwellpublishing.com/content/BPL_Images/Content_store/Sample_chapter/1405101024\001.pdf (Accessed 12 November 2009) Bowie, N. E. (1999). Business Ethics: A Kantian Perspective. Oxford: Blackwell Publishers Dubovoy, S. (2009). Utilitarianism. Available at: http://www.enotes.com/ biz- encyclopedia/utilitarianism (Accessed 12 November 2009) Jarvis, C. (2005). Utilitarianism. Available at: http://www.bola.biz/ethics/utility.html (Accessed 12 November 2009) The marketing research industry and research ethics. (2006). Marketing research. Available at: http://media.wiley.com/product_data/excerpt/81/04717552/0471755281.pdf (Accessed 12 November 2009) Wagner, M. E. (1991). An Historical Introduction to Moral Philosophy. Englewood Cliffs, NJ: Prentice-Hall Wallenmaier, T. E. (2007). Ethics. Available at: http://www.philosophyclass.com/ethics. html (Accessed 12 November 2009) Werhane, P. H. (no date). Why do good people do bad things? The challenge of business ethics and corporate leadership. Available at: http://www.e-businessethics. com/Symposium/PPTs/Wehane.pdf (Accessed 12 November 2009) Read More