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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
Published by: American Marketing Association
Stable URL: http://www.jstor.org/stable/3151282
Page Count: 12
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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.
Journal of Marketing Research © 1974 American Marketing Association