Abstract
One of the criticisms leveled against previous ethics research in marketing is the lack of systematic manipulation of ethical issues (practices) that underlie scenarios, the primary research methodology. To correct for this, the present paper illu-strates the use of conjoint analysis as an alternative research methodology. As the paper demonstrates, not only does the use of conjoint analysis help overcome the problem of lack of systematic manipulation of ethical issues underlying scenarios but it also allows for the statistical explication of the ethicality of these issues.
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