Chapter 7 · Reporting Results · Slide 270/274
Integrity in interpretation and reporting
of the market researchers surveyed name questions of research integrity as their most difficult ethical problem.
Chapter 7 · EthicsIntegrity
Integrity in interpretation and reporting
33%
of the market researchers surveyed name questions of research integrity as their most difficult ethical problem.
Typical violations
- Ignoring relevant data
- Compromising the research design
- Deliberately misusing statistics
- Falsifying numbers or altering results
- Reinterpreting results to favor a particular view
- Withholding information
Resist the temptation: Shaping ambiguous findings into a "coherent, well-formed story" is satisfying — but unethical. Maintain objectivity, even when nothing significant emerges.
QUESTIONSTAR · Dr. Paul Marx270 / 274