Module 4: Ethics

Lecture Slides


Required Readings: Zikmund Chapter 5

Recommended Reading: Weisberg, H. F. (2005). The Total Survey Error Approach: A Guide to the New Science of Survey Research. Chicago: University of Chicago Press. Chapter 14. [pdf]

Recommended Reading: Studies Galore Support Products and Positions, But Are They Reliable? The Wall Street Journal, November 4, 1991. [pdf]

Recommended Reading: How ‘Tactical Research’ Muddied the Diaper Debate, The Wall Street Journal, May 17, 1994. [link]  


Homework #1: Complete the training here: and bring printed certificate to class February 14th.


A discussion of business ethics. Fruit Loopy Ethics


Protecting Human Subjects

The Tuskegee syphilis experiment [video]

Nazi Medical Experiments [video]

The ethics of informed consent. [video]

Our Ethical Code

Dan Ariely on cheating [video]


Ethical Dilemmas

AAPOR Guidelines [website]