1.

Who are the key stakeholders impacted by the ethically questionable behaviour/practice outlined in this scenario and what is at stake for these key parties?

2.

What are the reasons and rationalisations that may be used by those trying to justify the ethically questionable behaviour and/or business practice that is causing the main character's ethical dilemma?

3.

Develop a script that applies the GVV framework to this scenario. This script should begin at the point where the scenario ended. This must include dialogue of conversations with one or more key stakeholders in which the main character is able to give voice to her/his values, by using the most appropriate levers to respond to the most likely reasons and rationalisations, to achieve a more ethical outcome for all stakeholders.

Market Research Deception Emily, an Advertising major, has just completed her junior year at a major state university and has been hired as a summer intern at a market research firm. Her first assignment is to do some research on the competitor firms of one of the agency's major clients. The assignment has proven to be unusually tough. Emily was asked to conduct a telephone survey, but when she identified herself as a researcher for the market research firm, important sources refused to participate in the study. The deadline was quickly approaching, and Emily desperately needed the information. When Emily conferred with her supervisor, the supervisor told her to identify herself as a "university student who was doing research for a class project." When Emily conducted a few trial interviews using this approach, it worked like a charm. The respondents were willing to help the "student" out. Emily's supervisor was delighted and instructed her to continue this approach so that the project could be finished on time and within the budgeted cost. However, Emily is feeling uncomfortable with this approach and wants to find another way. What should Emily say, to whom, when, and how?