Public Policy Issues, Ethics, and Roles of Marketing Research Concerns and Initiatives

Abstract

Companies analyze customer information to understand customers better and to generate customer insights. The objective of the study is to analyzevarious public policy and ethical issues associated with the process. These include intrusion son consumer privacy; misuse, misinterpretation, and misrepresentation of research findings; ethical and social dilemma in the collection and analys is of customer information; and ethical dilemma in the generation of customer insights with the application of neuromarketing. The methodology adopted is a conceptual analysis of these approaches. Companies and researchers find it easier to invade consumer privacy in the digital age. Companies strive to behave responsibly by abiding by the laws and regulations enforced to protect customers. Addressing the issues promptly and effectively will allow companies to convince customers, to build effective customer relationships, and to achieve business excellence. Policymakers may be able to appreciate customer requirements and preferences better and formulate policies, rules, and regulations accordingly.