Deontological And Teleological Influences On Marketing Research Ethics

Abstract

Using factorially designed marketing research scenarios this study investigates the influence of deontological and two teleological factors on marketing professionals' (1) ethics judgment and (2) decision to either reward or punish an ethical/unethical research behavior. The results indicate that marketing professionals make research ethics judgment based on deontological considerations (the inherent rightness or wrongness of a researcher's behavior). However, their decisions to either reward or discipline ethical/unethical research behaviors are guided primarily by ethical judgment and only marginally by teleological considerations (the consequences of behaviors on the organization). Implications of results for marketing research ethics and some directions for future research are discussed.