Ethical Issues and Concerns in Collection of Marketing Information and Marketing Intelligence

Abstract

Companies require capturing relevant marketing information and marketing intelligence about customers to understand their requirements, formulate marketing strategies, serve them better, and develop customer relationships. Sometimes, it is difficult to collect information because individuals hesitate to share personal information due to a number of reasons. They worry about the manner in which companies use the shared information, and the safety, security, and privacy of the information. The article discusses the sensitive issues of intrusion of privacy of customers, the ethics involved, the responsibilities of marketing researchers regarding sensitive information shared by customers, the possible misuse of the shared information, the preventive measures against misuse of research findings, and the initiatives taken by companies and authorities to protect the privacy of customers. Such actions by companies will instill trust and faith in the minds of customers.