Ethics in Marketing Research: Their Practical Relevance, Journal of Marketing Research
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.
Alice M. Tybout, Gerald Zaltman
Tybout, M. Alice, and Gerald Zaltman. 1974. Ethics in Marketing Research: Their Practical Relevance. Journal of Marketing Research. 11(4): 357-358.