The Connotation of Morality and Responsibility in 1. Consumer Research

Consumer research refers to the process of collecting and analyzing consumer information through questionnaires, interviews, observations, experiments, etc., to understand consumer characteristics, needs, preferences, behavior and satisfaction, and to provide a basis for corporate market decisions. Consumer research is not only an important part of market research, but also an important channel for enterprises to communicate with consumers, which can help enterprises improve market competitiveness and customer loyalty, promote the effective operation of the market and the well-being of consumers.

The ethics and responsibilities of consumer research refer to the ethics and responsibilities that the subjects of consumer research (such as research institutions, enterprises, researchers, etc.) should abide by and assume in the process of conducting consumer research to protect consumers' Privacy and rights, maintain the fairness and effectiveness of consumer research, and promote the sustainable development of consumer research. The morality and responsibility of consumer research is the basic requirement and core value of consumer research, and it is also the embodiment of social responsibility and legal responsibility of consumer research.

2. Principles of Ethics and Responsibility in Consumer Research

The principle of morality and responsibility of consumer research refers to the basic principles of morality and responsibility that the subject of consumer research should follow in the process of consumer research, so as to guide the practical activities of consumer research and ensure the legality and rationality of consumer research. The principles of ethics and responsibility for consumer research mainly include the following three aspects:

(I) respect for consumer autonomy

Respecting the autonomy of consumers means that the subject of consumer research should respect the free will of consumers, ensure that consumers have the right to choose whether to participate in consumer research, have the right to know the purpose, content, method, results and use of consumer research, have the right to refuse or suspend consumer research, and have the right to make comments or complaints on consumer research. Respecting the autonomy of consumers is not only the basis of morality and responsibility of consumer research, but also the legal requirement of consumer research. The subject of consumer research should fully solicit and respect consumers' opinions and wishes in the early, middle and late stages of consumer research, ensure consumers' informed consent and voluntary participation, and avoid coercion, deception, inducement or misleading consumers.

(II) protection of consumer confidentiality

The protection of consumer confidentiality means that the subject of consumer research should protect the personal information and privacy of consumers, and not disclose, abuse or abuse the name, age, gender, occupation, income, contact information, consumption habits, health status, etc. Sensitive information, not to use consumer information for illegal or improper purposes, and not to transfer or sell consumer information to third parties. The protection of consumer confidentiality is the focus of consumer research ethics and responsibility, but also the legal provisions of consumer research. In the process of consumer research, the main body of consumer research should take effective technical and management measures to ensure the information security of consumers, prevent the leakage, loss or theft of consumer information, and at the same time, respect the information autonomy of consumers, so that consumers have the right to query, correct, delete or withdraw their own information.

(III) safeguard the interests of consumers

Safeguarding the interests of consumers means that the subject of consumer research should safeguard the legitimate rights and interests of consumers, do not damage or infringe upon the interests of consumers' body, property, reputation and personality, do not conduct unfair, unreasonable or dishonest consumer research, do not use consumer research to carry out false propaganda, mislead consumption or tie-in goods, and do not cause unnecessary harassment or distress to consumers. Safeguarding the interests of consumers is not only the goal of morality and responsibility of consumer research, but also the legal responsibility of consumer research. The subject of consumer research should abide by relevant laws, regulations and industry norms in the process of consumer research, ensure the authenticity and effectiveness of consumer research, and at the same time, consider the interests of consumers, give consumers appropriate rewards or compensation, and enhance consumer participation and satisfaction.

The Practice of Ethics and Responsibility in 3. Consumer Research

The practice of ethics and responsibility of consumer research refers to the specific measures and methods that the subject of consumer research should take in the process of consumer research to implement the principles of ethics and responsibility of consumer research and protect the privacy of consumers. And rights, improve the quality and effectiveness of consumer research. The practice of ethics and responsibility in consumer research mainly includes the following aspects:

(I) establish a system of ethics and responsibility for consumer research

The establishment of a system of ethics and responsibility for consumer research means that the subject of consumer research should formulate and improve the rules and regulations of ethics and responsibility for consumer research, and clarify the goals, scope, objects, methods, processes, standards, and results of consumer research And consequences, standardize the behavior and operation of consumer research, prevent deviations and errors in consumer research, and improve the level and reputation of consumer research. The establishment of a system of ethics and responsibility for consumer research is the guarantee of ethics and responsibility for consumer research, and it is also a self-discipline requirement for consumer research. The subject of consumer research should formulate and improve the ethics and responsibility system of consumer research according to the characteristics and needs of consumer research, combined with relevant laws and regulations and industry norms, regularly check and evaluate the implementation of the ethics and responsibility of consumer research, and timely discover and correct the problems and hidden dangers of the ethics and responsibility of consumer research.

(II) Cultivate the Awareness of Ethics and Responsibility in Consumer Research

Cultivating the awareness of ethics and responsibility of consumer research means that the subject of consumer research should cultivate and improve the awareness and literacy of ethics and responsibility of consumer research, recognize the importance and necessity of ethics and responsibility of consumer research, and establish The beliefs and values of ethics and responsibility of consumer research form the habits and styles of ethics and responsibility of consumer research, and enhance the ability and level of ethics and responsibility of consumer research. Cultivating the awareness of morality and responsibility of consumer research is not only the driving force of morality and responsibility of consumer research, but also the professional quality of consumer research. The subject of consumer research should cultivate and improve the awareness and literacy of consumer research ethics and responsibility through education, training, publicity, incentives, etc., so that the ethics and responsibility of consumer research become the internal motivation of the subject of consumer research And external performance, so that the ethics and responsibility of consumer research become the common concept and code of action of the subject of consumer research.

(III) the Supervision of Ethics and Responsibility in the Implementation of Consumer Research

The implementation of the supervision of ethics and responsibility of consumer research refers to that the subject of consumer research should implement and accept the supervision and evaluation of ethics and responsibility of consumer research, monitor and analyze the status and effect of ethics and responsibility of consumer research, discover and solve the problems and difficulties of ethics and responsibility of consumer research, and improve and optimize the measures and methods of ethics and responsibility of consumer research, improve the level and effectiveness of ethics and responsibility in consumer research. The supervision of morality and responsibility of consumer research is the feedback of morality and responsibility of consumer research, and also the quality assurance of consumer research. The main body of consumer research should establish and improve the supervision and evaluation mechanism of the morality and responsibility of consumer research, use various channels and means to collect and feedback the information and opinions of the morality and responsibility of consumer research, regularly carry out the inspection and evaluation of the morality and responsibility of consumer research, and timely summarize and improve the morality and responsibility of consumer research.

The Case for Ethics and Responsibility in 4. Consumer Research

The case of ethics and responsibility of consumer research refers to the specific examples that the subject of consumer research follows or violates the principles of ethics and responsibility of consumer research in the process of consumer research, which leads to the success or failure of consumer research. It can reflect the current situation and problems of ethics and responsibility of consumer research, and can also provide experience and lessons of ethics and responsibility of consumer research. The case of morality and responsibility of consumer research is conducive to the subject of consumer research to learn and learn from the good practices of morality and responsibility of consumer research and avoid the bad practices of morality and responsibility of consumer research, so as to improve the level and effect of morality and responsibility of consumer research. Here are two examples of ethics and responsibility in consumer research:

(I) Shangpu Consulting's Consumer Research Case

Shangpu Consulting is a company specializing in market research and consulting services, providing consumer research, competitive analysis, market forecasting, strategic planning and other services to customers in various industries. In the process of conducting consumer research, Shangpu Consulting attaches great importance to the ethics and responsibility of consumer research, and follows the following practices:

-In the early stage of consumer research, Shangpu Consulting Company will fully communicate with customers, clarify the purpose, scope, object, method, time, budget, etc. of consumer research, and formulate consumer research plans and plans. At the same time, it will also communicate with the objects of consumer research (such as consumers, distributors, experts, etc.), solicit their opinions and consent, and inform them of the content and purpose of consumer research, get their authorization and trust.

-In the mid-term of consumer research, Shangpu Consulting Company will adopt appropriate methods (such as questionnaires, interviews, observations, experiments, etc.) to collect and analyze consumer research data according to consumer research plans and plans. At the same time, it will also protect the safety and confidentiality of consumer research data, and will not disclose or abuse the personal information and privacy of consumer research objects, we will not use consumer research data for illegal or improper purposes, and will not transfer or sell consumer research data to third parties.

-In the later stage of consumer research, Shangpu Consulting Company will compile and submit consumer research reports according to the data of consumer research, and feedback the results and suggestions of consumer research to customers and consumer research objects. At the same time, it will also give appropriate rewards or compensation to consumer research objects to enhance their participation and satisfaction. At the same time, it will also destroy or return the data of consumer research, do not retain or misuse data from consumer research.

The consumer research case of Shangpu Consulting Company shows the good practice of the ethics and responsibility of consumer research, and also reflects the value and significance of the ethics and responsibility of consumer research. Through the practice of ethics and responsibility in consumer research, Shangpu Consulting not only protects the privacy and rights of consumers, but also wins the trust and support of consumers. At the same time, it also provides customers with high-quality and efficient consumers. Research services help customers enhance market competitiveness and customer loyalty, thereby achieving a win-win and multi-win situation for consumer research.

Consumer Research Case of an E-commerce Platform in (II)

An e-commerce platform is a platform specializing in e-commerce, providing consumers with online purchases and transactions of various goods and services. In the process of conducting consumer research, an e-commerce platform ignored the ethics and responsibilities of consumer research, and violated the following practices:

-In the early stage of consumer research, an e-commerce platform did not fully communicate with consumers, did not clarify the purpose, content, methods, results and uses of consumer research, did not solicit consumers' opinions and consent, and did not inform consumers of consumers. The content and purpose of the survey did not obtain the authorization and trust of consumers, but used the registration information and transaction records of consumers on the platform without authorization to conduct consumer research.

-In the mid-term of consumer research, an e-commerce platform did not protect the security and confidentiality of consumer data, and did not prevent consumer information from being leaked, lost or stolen. Instead, it used consumer data for illegal or improper purposes, such as sending a large amount of advertising and promotional information to consumers, or transferring or selling consumer data to a third party, thereby infringing on the privacy and rights of consumers.

-In the later stage of consumer research, an e-commerce platform did not feed back the results and suggestions of consumer research to consumers, did not give consumers appropriate rewards or compensation, and did not enhance consumers' participation and satisfaction. Instead, it used the results of consumer research to carry out false propaganda, mislead consumption or tie-in goods, thus damaging the interests and trust of consumers.

The consumer research case of an e-commerce platform shows the bad practice of the morality and responsibility of consumer research, and also exposes the problems and risks of the morality and responsibility of consumer research. The violation of ethics and responsibility through consumer research by an e-commerce platform not only infringes on the privacy and rights of consumers, but also loses the trust and support of consumers. At the same time, it has also been complained and resisted by consumers, and even caused The negative impact of legal disputes and public opinion has damaged its own reputation and interests, resulting in the failure and crisis of consumer research.

Conclusion

The ethics and responsibility of consumer research is an important aspect of consumer research and the key to the success of consumer research. The subject of consumer research should follow the principles of ethics and responsibility of consumer research, respect the autonomy of consumers, protect the confidentiality of consumers, and maintain the interests of consumers. At the same time, it should also take the ethics and responsibility of consumer research. Practical measures to establish a system of ethics and responsibility of consumer research, cultivate the awareness of ethics and responsibility of consumer research, and implement the supervision of ethics and responsibility of consumer research, so as to protect the privacy and rights of consumers, improve the quality and effect of consumer research, and realize the sustainable development of consumer research.