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Ethics in Marketing Research: Their Practical Relevance

Alice M. Tybout and Gerald Zaltman
Journal of Marketing Research
Vol. 11, No. 4 (Nov., 1974), pp. 357-368
DOI: 10.2307/3151282
Stable URL: http://www.jstor.org/stable/3151282
Page Count: 12
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Ethics in Marketing Research: Their Practical Relevance
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Abstract

An understanding of ethical issues involved in marketing research may contribute to the quality of research data. This article discusses subjects' rights in marketing research and how their violation may affect the quality of data.

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