Market research is a necessary process to inform the strategic plan of health care organizations. Your eTextbook outlines seven ways that the quality of marketing intelligence can be improved. Some of these methods include data sharing with other organizations in order to save costs and time in duplicating efforts. In today's society, organizations must disclose how they use consumer information and if they share it with other organizations. As critical as marketing research is, there can be some ethical debates on how data is obtained. Discuss your thoughts on how to balance the research that health care organizations need to do with the importance of ethics and building trust with consumers. Include your own experiences with organizations or customers asking you for information, if applicable.