Research Ethics

For this week's assigned reading in Advertising and Public Relations Research, I read about Research Ethics.  I learned that although PRSA's Code of Ethics is thorough for the entire field, research has its own ethical issues and conducts that can be followed to avoid serious problems. 

Research is the ethical baseline shown here in the The Public Relations Resource Center's Ethics Pyramid.  Ethical practices include conducting the research truthfully and professionally, ensuring the elimination of any biased feelings in both collecting research and analyzing its results, keeping feedback confidential and guaranteeing full disclosure of methodology and results.

Also, voluntary participation is crucial.  No one can be forced to participate in a study against their will.  Once they've consented, the participant has the right to know exactly what is being researched and who is doing the research.  Misrepresentation of the company behind the research or withholding information from the participant are both issues that can arise while collecting research. 

This, of course, can be applied to all research done in the food and nutrition field of public relations. In an article published in 2003, "The Public Does not Blame Fast Food Industry for Obesity," the quantitative survey is conducted by a repudiable source, Gallup.  The main reason the survey's results have so much credibility is because they were conducted from a such a well-known and unbiased source.  If, however, McDonalds had released the same poll numbers with the claim the research had been conducted through a group with a feel-good yet fishy name, such as "Americans for Burgers," or something to that effect, an investigation would be needed to determine who was funding this group, this poll and whether the participants were coerced and/or fully aware of this information.

To me, these ethics seem to be no more than common sense.  By following these steps and disclosing truthful information, companies will save themselves the hassle of a black eye on their reputation and the damage control they would have to then implement.