"Traditional Ethical Issues Facing Marketing Researchers" was a
surprise. First, I was surprised that there were so many ethical issues to take into
consideration and then I was surprised by the complexity of some of the scenarios. For
example, scenario 5 when the clients product management team wants to omit damaging
research from the formal report in order to avoid negative product image. The research
company wants to meet the needs of its client but "doctoring" the report provides false
information. It isn't ethical to knowingly provide false information and untrue data. …
