In a world dominated by high-speed technology and ‘rampant’ social media, knowledge and information are the marketer's currency. To improve the odds of success, marketing management requires sufficient relevant information to plan and make successful decisions about a marketing strategy. The required information includes, for example, potential target markets and how consumers in these target markets will react to various marketing strategies depending on the context. In essay format, reflect on why adhering to ethical principles is important.

How research marketing ethics can regulate or guide the behaviour of marketing researchers within specific marketing contexts.