Companies conduct marketing research to generate customer insights. Marketing research involves public policy and ethical issues. The objective of the study is to analyze such issues. The methodology adopted is a conceptual analysis of the various public policy and ethical issues. The issues relate to intrusions on consumer privacy, consumer data security, and misuse of research findings. The discussions focus on technoethics involved in data collection in the digital age. Responsibilities of governments and companies for consumer privacy, measures to protect consumer privacy and to ensure technoethics, consumer data protection, and ensuring ethics for marketing research are discussed. The discussions will allow academicians and practicing managers to adopt initiatives and strategies which are effective. Policy makers and authorities may analyze the various aspects and implement rules and regulations which are effective in consumer privacy, consumer data security and protection, in preventing misuse of research findings, and in ensuring ethics in marketing research.