Deceptive Practices in Marketing Research: The Consumer's Viewpoint

See “The Global Costs of Bribery,” Business Week (15 March 1976), pp. 22–23; Snyder James D. , “Bribery in Selling: The Scandal Comes Home,” Sales and Marketing Management, Vol. 116 (10 May 1976), pp. 35–38.

See Bezilla Robert Haynes Joel B. Elliot Clifford , “Ethics in Marketing Research,” Business Horizons, Vol. 19 (April 1976), pp. 83–86; Bogart Leo , “The Researcher's Dilemma,” Journal of Marketing, Vol. 26 (January 1962), pp. 6–11; Churchill Gilbert A. , Marketing Research; Methodological Foundations (Hinsdale, Illinois: The Dryden Press); Day George S. , “The Threats to Marketing Research,” Journal of Marketing Research, Vol. 12 (November 1975), pp. 462–467; Schneider Kenneth C. , “Subject and Respondent Abuse in Marketing Research,” MSU Business Topics, Vol. 25 (Spring 1977), pp. 13–19; Tybout Alice M. Zaltman Gerald , “Ethics in Marketing Research: Their Practical Relevance,” Journal of Marketing Research, Vol. 11 (November 1974), pp. 357–368.

See Allen Irvin L. Colfax J. David , “Respondents' Attitudes Toward Legitimate Surveys in Four Cities,” Journal of Marketing Research, Vol. 5 (November 1968), pp. 431–433; Baxter Richard , “An Inquiry into the Misuse of the Survey Technique by Sales Solicitors,” Public Opinion Quarterly, Vol. 28 (Spring 1964), pp. 124–134; Sheets Thomas , “Deceived Repondents: Once Bitten, Twice Shy,” Public Opinion Quarterly, Vol. 36 (Summer 1974), pp. 261–263.

See Covey Kenneth Murphy John , “Attitudes of Marketers toward Ethical and Professional Marketing Research Practices,” Proceedings of the Southern Marketing Association (1976), pp. 172–174; Crawford Merle C. , “Attitudes of Marketing Executives toward Ethics in Marketing Research,” Journal of Marketing, Vol. 34 (April 1970), pp. 46–52.

See Kanuk L. Berenson C. , “Mail Surveys and Response Rates: A Literature Review,” Journal of Marketing Research, Vol. 12 (November 1975), pp. 440–453; Linsky A.S. , “Stimulating Responses to Mailed Questionnaires: A Review,” Public Opinion Quarterly, Vol. 39 (Spring 1975), pp. 82–101.

Sheets , op. cit.

See Nichols Carl W. , “Public Resistance Imperils Research,” Advertising Age, Vol. 47 (10 May 1976), p. 42; “The Public Clams Up on Survey Takers,” Business Week (15 September 1973), pp. 219–220.

Schneider Kenneth C. Johnson James C. , “Consumers' Perceptions of the Honesty of Marketing Research Practices,” presented to the 1980 Southwest Marketing Association Spring Meeting in San Antonio, Texas.

Sheets , op. cit.