What risk will enterprises face if they violate ethics in marketing research?, They will face legal risks and reputation losses., What can ethical marketing research bring to enterprises?, It can help enterprises establish a good brand image and win public trust., What should be avoided to ensure the objectivity of marketing research?, Avoid conflicts of interest that may affect the objectivity of the research., What is the ethical significance of anonymizing survey data?, It safeguards participants' privacy and prevents data from being traced back to individuals., Why should researchers avoid leading questions in surveys?, Leading questions skew results and undermine the authenticity of participants' true opinions., How does ethical research contribute to accurate market insights?, It ensures reliable data, so decisions are based on genuine consumer needs., What are the key ethical principles in marketing research?, Researchers should be honest, protect respondents’ privacy, avoid misleading or harming participants, and ensure data is collected and reported fairly., What is the core of ethics in marketing research?, Regulating processes, protecting rights, ensuring authenticity., What does hiding study purpose violate?, Respondents' right to informed consent., How to protect respondent privacy?, Anonymize and secure confidential data., A marketing research firm promised to collect 500 valid responses. They only collected 420 real responses, but reported 500. Calculate: 1. The real valid response rate. 2. The number of fake responses, 1. Response rate = 420 ÷ 500 × 100% = 84% 2. Fake responses = 500 − 420 = 80, A survey has 300 participants. Only 240 participants agreed to share their data. Calculate: 1. The consent rate 2. The number of participants who did not give consent, 1. Consent rate = 240 ÷ 300 × 100% = 80% 2. No consent = 300 − 240 = 60, An e-commerce company was fined by regulators for collecting sensitive user information without proper consent during a user profiling research project. The company originally planned to invest ¥50,000 in low-cost, non-compliant web scraping for data collection. The final fine was 6 times the planned investment amount. Additionally, The company spent an extra ¥80,000 to build a data encryption system for compliance rectification., Total loss calculation: Fine = 50,000 \times 6 = ¥300,000 Total loss = Fine + Rectification investment = 300,000 + 80,000 = ¥380,000, If the company originally expected the research to increase sales by ¥300,000, by how much did this unethical behavior reduce its "net profit"?, Actual net result = Expected sales - Total loss = 300,000 - 380,000 = -¥80,000 Reduction in net profit = Original expected profit - Actual net result = 300,000 - (-80,000) = ¥380,000, A beverage brand intentionally selected 10 loyal fans as Sample A for a new product taste test to align with marketing goals, resulting in an average score of 9 out of 10. In a subsequent blind test, 50 random general consumers (Sample B) were recruited, and their average score was 6.5 out of 10, |9 - 6.5| = 2.5

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