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master's thesis
Etički sukobi u istraživanju tržišta
2021. urn:nbn:hr:137:313955
Juričević, Paola
University of Pula
Faculty of economics and tourism "Dr. Mijo Mirković"

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Juričević, P. (2021). Etički sukobi u istraživanju tržišta (Master's thesis). Pula: University of Pula. Retrieved from https://urn.nsk.hr/urn:nbn:hr:137:313955

Juričević, Paola. "Etički sukobi u istraživanju tržišta." Master's thesis, University of Pula, 2021. https://urn.nsk.hr/urn:nbn:hr:137:313955

Juričević, Paola. "Etički sukobi u istraživanju tržišta." Master's thesis, University of Pula, 2021. https://urn.nsk.hr/urn:nbn:hr:137:313955

Juričević, P. (2021). 'Etički sukobi u istraživanju tržišta', Master's thesis, University of Pula, accessed 23 April 2024, https://urn.nsk.hr/urn:nbn:hr:137:313955

Juričević P. Etički sukobi u istraživanju tržišta [Master's thesis]. Pula: University of Pula; 2021 [cited 2024 April 23] Available at: https://urn.nsk.hr/urn:nbn:hr:137:313955

P. Juričević, "Etički sukobi u istraživanju tržišta", Master's thesis, University of Pula, Pula, 2021. Available at: https://urn.nsk.hr/urn:nbn:hr:137:313955

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Metadata
TitleEtički sukobi u istraživanju tržišta
Title (english)Ethical Conflicts in Market Research
AuthorPaola Juričević
MentorDragan Benazić (mentor)
Committee memberErik Ružić (predsjednik povjerenstva)
Committee memberDragan Benazić (član povjerenstva)
Committee memberDanijela Križman Pavlović (član povjerenstva)
GranterUniversity of Pula
(Faculty of economics and tourism "Dr. Mijo Mirković")
Pula
Defense date and country2021-09-16, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Abstract
Neetički marketing šalje pogrešne poruke potencijalnim klijentima o proizvodima i uslugama poduzeća. Ove prakse mogu dovesti do pravnih problema, ali što je još važnije, mogu dovesti do gubitka reputacije ili uništiti vašu marku. Uslijed istraživanja marketinga često dolazi do nastanka etičkih sukoba u fazama istraživanja tržišta, gdje sukobi često nastaju između marketinških istraživača i klijenata i često su etičke prirode.Ovdje se radi o učestalo primjenjivim neetičkim metodama istraživanja tržišta koje klijenti zamjećuju i uslijed toga nastaju sukobi jer se istima ne pristupa na odgovarajući etički način. Sukobi u marketinškom istraživanju često su diskutabilna tema marketinških stručnjaka, ali i same javnosti. U njihovoj međusobnoj suradnji tijekom istraživanja određeni istraživači u svrhu postizanja boljeg odaziva, ali i rezultata istraživanja koje će ići njima u korist često pribjegavaju manipulativnim metodama istraživanja, što zadire u etičke dileme poslovanja. Takvi postupci mogu proći nezamijećeno, a kod marketera ne izazivaju pretjeranu brigu i opterećenje da je naručen nečiji dignitet, već su vođeni isključivo željom da cijeli proces rezultira većom prodajom i profitom. Ako takvi postupci ipak budu zamijećeni, dolazi do etičkih sukoba između svih dionika istraživanja, što kreira nepovoljnu situaciju i za istraživače i za dionike.
Abstract (english)
Unethical marketing sends the wrong messages to potential customers about a company’s products and services. These practices can lead to legal problems, but more importantly, they can lead to a loss of reputation or destroy your brand. Marketing research often results in ethical conflicts in the market research phases, where conflicts often arise between marketing researchers and clients and are often ethical in nature. does not approach in an ethical manner. Conflicts in marketing research are often a debatable topic for marketing experts, but also for the public itself. In their mutual cooperation during the research, certain researchers often resort to manipulative research methods in order to achieve a better response, but also the results of research that will benefit them, which encroaches on the ethical dilemmas of business. Such procedures can go unnoticed, and do not cause excessive concern and burden on marketers that someone's dignity has been ordered, but are guided solely by the desire that the whole process results in higher sales and profits. If such practices are nevertheless noticed, there are ethical conflicts between all research stakeholders, which creates an unfavorable situation for both researchers and stakeholders.
Keywords
Languagecroatian
URN:NBNurn:nbn:hr:137:313955
Study programmeTitle: Business Economics; Financial Management, Marketing Management, Management and Entrepreneurship,Tourism, Business Informatics; specializations in: Financial Management, Marketing Management, Management and Entrepreneurship, Tourism and Development, Business Informatics, Informatics Management
Course: Marketing Management
Study programme type: university
Study level: graduate
Academic / professional title: magistar/magistra poslovne ekonomije (magistar/magistra poslovne ekonomije)
Type of resourceText
File originBorn digital
Access conditionsOpen access
Terms of useLicence In copyright icon
Created on2021-09-22 15:33:25