Welcome to the InfoSci Platform
Reference Hub8
Ethical Issues and Concerns in Collection of Marketing Information and Marketing Intelligence: Ethical Issue in Collection of Information

Ethical Issues and Concerns in Collection of Marketing Information and Marketing Intelligence: Ethical Issue in Collection of Information

Pratap Chandra Mandal
Copyright: © 2019 |Volume: 10 |Issue: 2 |Pages: 13
ISSN: 1947-3591|EISSN: 1947-3605|EISBN13: 9781522566939|DOI: 10.4018/IJBIR.2019070102
Cite Article Cite Article

MLA

Mandal, Pratap Chandra. "Ethical Issues and Concerns in Collection of Marketing Information and Marketing Intelligence: Ethical Issue in Collection of Information." IJBIR vol.10, no.2 2019: pp.16-28. http://doi.org/10.4018/IJBIR.2019070102

APA

Mandal, P. C. (2019). Ethical Issues and Concerns in Collection of Marketing Information and Marketing Intelligence: Ethical Issue in Collection of Information. International Journal of Business Intelligence Research (IJBIR), 10(2), 16-28. http://doi.org/10.4018/IJBIR.2019070102

Chicago

Mandal, Pratap Chandra. "Ethical Issues and Concerns in Collection of Marketing Information and Marketing Intelligence: Ethical Issue in Collection of Information," International Journal of Business Intelligence Research (IJBIR) 10, no.2: 16-28. http://doi.org/10.4018/IJBIR.2019070102

Export Reference

Mendeley
Favorite Full-Issue Download

Abstract

Companies require capturing relevant marketing information and marketing intelligence about customers to understand their requirements, formulate marketing strategies, serve them better, and develop customer relationships. Sometimes, it is difficult to collect information because individuals hesitate to share personal information due to a number of reasons. They worry about the manner in which companies use the shared information, and the safety, security, and privacy of the information. The article discusses the sensitive issues of intrusion of privacy of customers, the ethics involved, the responsibilities of marketing researchers regarding sensitive information shared by customers, the possible misuse of the shared information, the preventive measures against misuse of research findings, and the initiatives taken by companies and authorities to protect the privacy of customers. Such actions by companies will instill trust and faith in the minds of customers.

Request Access

You do not own this content. Please login to recommend this title to your institution's librarian or purchase it from the IGI Global bookstore.