Client Ethics

In the previous post I had mentioned some of the prevalent ethical issues related to research suppliers. In this post I will be mentioning a few points pertaining to the ethical issues in clients (users/firms/organizations etc.) who utilize the services of the research suppliers to marketing research for them. Some of the prevalent ethical issues in this field are:

Requesting for newer bids when a research supplier has already been identified

It is quite common for a firm to prefer a particular research supplier for their marketing research problem. There are multiple reasons for such strong relationships which may be due to previous good working relationship, previous success stories, punctuality in completion of projects, quality of people involved in the project, personal relation favoring a firm etc.

It is quite natural in the industry that firms may prefer a certain research supplier, but what is wrong is that even after identifying the supplier the organization calls for bids from other research suppliers. In such a scenario the research firms interested will have to invest their time, energy, and money for a predetermined result, which is unfair and unethical.

Requesting Bids to Obtain Free Advice and Methodology

Prior to winning the project, the firm may  ask the research suppliers who are interested in the project  to present their views and sample materials on the methodology to be used, the survey sample, the survey questionnaire, etc. This way the client will be able to gather a lot of inputs form the suppliers and this can be used by the client to carry on its research project. Here the client himself will do the market research. In other cases, the client will identify the lowest bidder and will supply him the collect information (from all the suppliers) and provide it to the lowest bidder and ask him to conduct the research.

Making False Promises

This involves giving false promises to the supplier and getting the current project done at a very low price. Usually, they lure the suppliers by telling him that they will be given preference in the projects coming in the future. And then this never happens as the next time the same trick will be played on another unsuspecting player.

Requesting Proposals without Authorization

In this case the client representative asks for bids for a research project without the complete approval of the management. Some of the situation may be like:

1.       Call the suppliers to check the proposal and pricing and then check with the management for the funds to support.

2.       Clash between the client representative and the management on the problem and objectives and even the preferred research supplier.