Answer to Question 1
Most marketing research is conducted with the research participant's informed consent. In other cases, they may not be aware that they are being monitored in some way. The ethical responsibilities vary depending on whether participation is active or passive.
One obligation of a research participant is honesty. When someone willingly consents to participate actively, it is generally expected that he or she will provide truthful answers. In return for being truthful, the subject has the right to expect confidentiality, meaning that information involved in the research will not be shared with others. A participant's right to privacy involves his or her freedom to choose whether to comply with the investigator's request. Research companies should adhere to the principles of the do-not-call policy and should respect consumers' Internet privacy as well. Since some experimental research involves some degree of deception, participants have the right to be protected from harm and the right to be informed.
Answer to Question 2
There are several questions we want to ask (and answer) in this section. First, do we want our products to be high quality and therefore high price, or lower quality and therefore more affordable? High pricing could give us position as a high-quality brand, but lower prices can help us to penetrate the market, so we have to weigh the costs and benefits of each. Second, we want to outline supplemental pricing components we want to use, such as coupons, discounts, warranties, and loyalty programs. We also need to decide if it is beneficial to price differently from our competitors (and if so, how we'll do it).
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