Marketing Research Ethics High-profile scandals involving questionable research practices and the misuse of customer data have placed ethical concerns over marketing research squarely in the public spotlight. In each instance, the companies insisted that their actions were legally permittable as part of their user terms of service agreements. But ethics experts question whether the research and use of customer data represented ethical research practices. Given the wide availability of customer data, understanding the need to conduct marketing research in an above-theboard manner has never been greater. Organizations such as the American Marketing Association, the Marketing Research Association (MRA), the International Chamber of Commerce (ICC), and ESOMAR have established ethical standards for conducting research. The goal of this activity is for marketers to understand the Marketing Research Association Code of Marketing Research Standards and understand what is and is not a part of it. Group each characteristic with whether or not it is part of the Marketing Research Association Code of Marketing Research Standards. Move each label to the correct drop zone box