Title Etički sukobi u istraživanju tržišta Title (english) Ethical Conflicts in Market Research Author Paola Juričević Mentor Dragan Benazić (mentor)Committee member Erik Ružić (predsjednik povjerenstva)Committee member Dragan Benazić (član povjerenstva)Committee member Danijela Križman Pavlović (član povjerenstva)Granter University of Pula Defense date and country 2021-09-16, Croatia Scientific / art field, SOCIAL SCIENCES Abstract Neetički marketing šalje pogrešne poruke potencijalnim klijentima o
proizvodima i uslugama poduzeća. Ove prakse mogu dovesti do pravnih problema,
ali što je još važnije, mogu dovesti do gubitka reputacije ili uništiti vašu marku. Uslijed
istraživanja marketinga često dolazi do nastanka etičkih sukoba u fazama istraživanja
tržišta, gdje sukobi često nastaju između marketinških istraživača i klijenata i često su
etičke prirode.Ovdje se radi o učestalo primjenjivim neetičkim metodama istraživanja
tržišta koje klijenti zamjećuju i uslijed toga nastaju sukobi jer se istima ne pristupa na
odgovarajući etički način.
Sukobi u marketinškom istraživanju često su diskutabilna tema marketinških
stručnjaka, ali i same javnosti. U njihovoj međusobnoj suradnji tijekom istraživanja
određeni istraživači u svrhu postizanja boljeg odaziva, ali i rezultata istraživanja koje
će ići njima u korist često pribjegavaju manipulativnim metodama istraživanja, što
zadire u etičke dileme poslovanja. Takvi postupci mogu proći nezamijećeno, a kod
marketera ne izazivaju pretjeranu brigu i opterećenje da je naručen nečiji dignitet, već
su vođeni isključivo željom da cijeli proces rezultira većom prodajom i profitom. Ako
takvi postupci ipak budu zamijećeni, dolazi do etičkih sukoba između svih dionika
istraživanja, što kreira nepovoljnu situaciju i za istraživače i za dionike.
Abstract (english) Unethical marketing sends the wrong messages to potential customers about
a company’s products and services. These practices can lead to legal problems, but
more importantly, they can lead to a loss of reputation or destroy your brand.
Marketing research often results in ethical conflicts in the market research phases,
where conflicts often arise between marketing researchers and clients and are often
ethical in nature. does not approach in an ethical manner.
Conflicts in marketing research are often a debatable topic for marketing
experts, but also for the public itself. In their mutual cooperation during the research,
certain researchers often resort to manipulative research methods in order to achieve
a better response, but also the results of research that will benefit them, which
encroaches on the ethical dilemmas of business. Such procedures can go unnoticed,
and do not cause excessive concern and burden on marketers that someone's
dignity has been ordered, but are guided solely by the desire that the whole process
results in higher sales and profits. If such practices are nevertheless noticed, there
are ethical conflicts between all research stakeholders, which creates an unfavorable
situation for both researchers and stakeholders.
Keywords
marketing
etika
istraživanje tržišta
sukobi
ispitanici
Language croatian URN:NBN urn:nbn:hr:137:313955 Study programme Title: Business Economics; Financial Management, Marketing Management, Management and Entrepreneurship,Tourism, Business Informatics; specializations in: Financial Management, Marketing Management, Management and Entrepreneurship, Tourism and Development, Business Informatics, Informatics Management Type of resource Text File origin Born digital Access conditions Open access Terms of use Created on 2021-09-22 15:33:25
