Imagine the following situation:
Philly Marketing Research, a marketing research company is committed to adhere to the ICC/ESOMAR international code on market and social research (see Lesson 1, page 10). Philly Marketing Research has conducted 25 1-hour interviews with fans of the Philadelphia Eagles. After the interviews the company starts to analyze the results of the 25 interviews. However, a few hours before Philly Marketing Research is ready to report the results from the interviews to their client, two respondents contact the company asking to delete their interviews as they feel that the information they provided in the interview is inaccurate. What is the correct ethical response for Philly Marketing Research?
- They should delete the interviews of the two respondents immediately and revise their results based on the remaining 23 interviews.
- They should delete all interviews and redo the whole marketing research study.
- It is too late for them to delete any interviews and they inform the two respondents about this.
- The two respondents already received the compensation fee for their participation, so they have no right to ask for their interviews to be deleted.