Co-creating ethical decision making in marketing through multistakeholder research / Iva Bimpli.

Format:

Book

Author/Creator:

Bimpli, Iva, author.

Language:

English

Subjects (All):

Neuromarketing--Moral and ethical aspects--Case studies.

Neuromarketing.

Marketing research--Moral and ethical aspects--Case studies.

Marketing research.

Qualitative research--Methodology--Case studies.

Qualitative research.

Physical Description:

1 online resource

Place of Publication:

London : SAGE Publications Ltd, 2026.

Summary:

This case study delves into the methodology of a qualitative research project exploring ethical decision-making (EDM) in marketing research, specifically the adoption of neuromarketing and autoethnography;two techniques raising ethical concerns about privacy, safety, and autonomy. Using a realist paradigm, we employed semi-structured interviews, dialectic inquiry, and thematic analysis to investigate how marketing research (MR) researchers and respondents co-create ethical norms through dialogue. Grounded in social contract theory, our approach prioritized collaboration, ensuring diverse stakeholder voices shaped the research outcomes. We share practical lessons on designing inclusive research, navigating sensitive topics, and balancing competing perspectives, offering students actionable insights for conducting ethical, collaborative research in social sciences.

Notes:

Description based on XML content.

ISBN:

9781036245245

OCLC:

1594889175

Publisher Number:

T301353