Marketing research interviewers and their perceived necessity of moral compromise
Journal of Business Ethics · 1996 · Volume 15 · Issue 10
Abstract
Marketing research interviewers often feel that they must compromise their own moral principles while executing work-related activities. This finding is based on analysis of data obtained from three focus group interviews and a mail survey of 173 telephone survey interviewers. Data from the mail survey were used to construct scales measuring interviewers' perceived necessity of moral compromise, moral character, and job satisfaction. The three scales then were used in a hierarchical regression analysis to predict incidences of interviewers' self-reported proscribed behaviors on the job, the latter being an index of behaviors known by interviewers to be “wrong.” Results support all hypothesized relationships.
Keywords
Moral Principle, Regression Analysis, Focus Group, Economic Growth, Market Research
Enable JavaScript for citation tools and additional paper interactions.