Ethical Considerations of Health Care Marketing Research

When conducting market research, health care organizations use a variety of methods to collect and report data. From how this data is collected to who collects it, when they collect it, and how they report it, it is essential for organizations to establish ethical standards for the research process. For this Discussion, you examine ethics in market research and recommend strategies to address unethical behaviors.

To prepare:

  • Select a data collection or reporting method used in health care marketing research and reflect on related ethical considerations.

Post a cohesive response to the following:

Analyze ethical considerations for the data collection or reporting method you selected. Then, recommend strategies to address unethical behaviors that may occur when using this method in health care marketing research. Defend or argue your recommendations. Support your response by identifying and explaining key points and/or examples presented in the Learning Resources.


Thomas, R. K. (2020). Marketing health services (4th ed.). Health Administration Press.

  • Chapter 15, “Marketing Research” (pp. 473–502)
  • Chapter 17, “Marketing Data” (pp. 521–544)

Aggarwal, P., Vaidyanathan, R., & Castleberry, S. (2011). Managerial and public attitudes toward ethics in marketing research. Journal of Business Ethics, 109(4), 463-481

Chavez, C. (n.d.). Survey design. Retrieved from

DuBois, J. M., Kraus, E. M., Gursahani, K., Mikulec, A., & Bakanas, E. (2014). Curricular priorities for business ethics in medical practice and research: Recommendations from Delphi consensus panels. BMC Medical Education, 14(1), 235-235.

Ferrell, O. C., & Keig, D. L. (2013). The marketing ethics course: Current state and future directions. Journal of Marketing Education, 35(2), 119-128.

Fraenkel, L. (2013). Incorporating patients’ preferences into medical decision making. Medical Care Research and Review, 70(1), 80S-93S

Gegez, A. E., & Sims, R. L. (2014). Ethical attitudes toward marketing research practices: A cross-cultural study. Journal of Multidisciplinary Research, 6(1), 49.

Kumbla, D. K., Kumar, S., Reddy, Y. V., Trailokya, A., & Naik, M. (2014). Win over study: Efficacy and safety of olmesartan in Indian hypertensive patients: Results of an open label, non-comparative, multi-centric, post marketing observational study. Indian Heart Journal, 66(3), 340-344.

Mackey, T. K., Cuomo, R. E., & Liang, B. A. (2015). The rise of digital direct-to-consumer advertising?: Comparison of direct-to-consumer advertising expenditure trends from publicly available data sources and global policy implications. BMC Health Services Research, 15, 236.

Weissman, C., Schroeder, J., Elchalal, U., Weiss, Y., Tandeter, H., & Zisk-Rony, R. Y. (2012). Using marketing research concepts to investigate specialty selection by medical students. Medical Education, 46(10, 974-982

Wilson, D. K., St George, S. M., Trumpeter, N. N., Coulon, S. M., Griffin, S. F., Wandersman, A., & Brown, P. V. (2013). Qualitative developmental research among low income African American adults to inform a social marketing campaign for walking. The International Journal of Behavioral Nutrition and Physical Activity, 10, 33-48.