Ethical Dilemma

An individual approaches you saying they are conducting market research into health and longevity for an important project they are undertaking. Considering this a critical societal issue, you agree. As the questions progress and you are asked to trial a product, you realise this data collection is for the development and marketing of a new low-alcohol drink. Has the company acted ethically in obtaining their market research?

Points to consider

For:

• this product could reduce alcohol consumption and aid issues including drink-driving and alcohol-related illnesses, anti-social behaviours and deaths.

Against:

• dishonest to respondents.
• damage the reputation of legitimate market research.
• was blatantly researching and promoting a specific product.
• do not know the individual’s background or views/relationship to alcohol.