Public Policy Issues and Technoethics in Marketing Research in the Digital Age

Abstract

Companies collect customer information in marketing research to understand customers and generate customer insights. Various public policy and ethical issues are associated with the process. The issues include intrusions on consumer privacy; misuse, misinterpretation, and misrepresentation of research findings; ethical and social dilemma in the collection of customer information; and ethical dilemma in generating customer insights through neuromarketing and its applications. In this digital age, it is easier to invade consumer privacy. Companies abide by the various laws and regulations enforced to protect customers and adopt a number of initiatives to convince their customers. Understanding of the various public policy and ethical issues and addressing such issues by adopting proper initiatives will help companies convince customers, build effective customer relationships, and achieve business excellence. The understanding might also help policymakers to appreciate the customer requirements and devise policies, rules, and regulations accordingly.