• Explain how principles of marketing research guide research design: Identify the three pillars of marketing ethics and the role of ethics in marketing research.

Instructions:

Part 1: Mystery Shopping

1. Read the following:
   • Mystery shopping is a marketing research tool that involves the researcher sending a shopper into a store to make a transaction, interact with the customer-service representatives, observe the cleanliness of the store and its facilities, and so on. The shopper then provides a report about the experience to the researcher. Some argue that mystery shopping is an unethical practice since the people being researched (the store staff) did not provide voluntary informed consent. In fact, they are not even aware that they are participants in a research study. As well, while employees might be rewarded as a result of positive reports, they may also be reprimanded or even fired if the reports are negative.
2. Then answer these questions:
   • What is your opinion of the ethics of mystery shopping?
   • As a future marketer, outline the pros and cons of employing this research tool.
   • What steps could be taken to alleviate some of the ethical concerns around mystery shopping?

Part 2: What is your opinion?

Answer the following question in sufficient detail. In addition, include details from course readings, and the writer's opinion.

1. Which of the three pillars of marketing research ethics earning the marketing client's trust, earning respondents' trust, or earning the public's trust is most essential to preserving the integrity of the marketing research industry, and why?