Problem:
If you were asked to design a code of ethics for the market research industry, what are the top 3 basic issues you would ensure you included in the code? What practical value do you believe such codes have for those who are internal suppliers, external suppliers, respondents, or the public?
Please use Burns, A. C. & Bush, R. F. (2006). Marketing research and SPSS 13.0 package (5th ed.). Upper Saddle River, NJ: Prentice Hall as a reference.