Ethical Issues

Ethical Question #1

The researcher should report back the the V.P. of McDonald's with all the statistical data they have collected. Even though the V.P. wants to hear good results, you have an ethical obligation to present them with your results good or bad. If you failed to tell the V.P. that 92% of health-conscious Americans would eat McDonald's, he may continue to waste millions of dollars trying to target the wrong people with their marketing and the V.P. would be wanting to know why you didn't perform well.

Ethical Question #2

While selecting my tenth candidate for my final focus group I would love to be able to use my dad as a quick and easy way to fill the spot, but I couldn't allow him to ethically. Even though he just turned 56 two weeks ago, he is still outside the target age we are basing our research on and would not yield optimum results. Chances are, if i did include my father, there would be a lot of sampling bias on his part due to him trying to answer questions to please me rather than be truthful about Home Depot. In conclusion, i would not allow my father to participate in my focus group and will have to continue searching.