Ethical Considerations

6/2/04 4:41 PM Page 53. 5 Ethical Considerations T he consideration of ethics in research, and in general business for that matter, is of growing importance. It is, therefore, critical that you understand the basics of Ethical research and how this might affect your research project. This is especially important if your research involves inter- action with businesses or members of the general community who serve as participants ( , respondents) in your research. There are a range of inter- actions in your research that might occur, including in-depth interviews, focus groups, surveys, or even observing people's behavior. Though all researchers (student, professional, or academic) are well inten- tioned, there is the possibility that interaction with participants may inadver- tently harm them in some unintended way. This could include Psychological harm for example, researching the use of nudity in advertising may show participants images that offend them.

Association’s (APA, 2003) Ethical Principles of Psychologists and Code of Conduct covers a diverse range of research issues, many of which relate to business research as well. For example, there is a whole section dealing with privacy and confidentiality (Section 4 of the APA’s code). that members must “not knowingly do harm.”

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