Ethical Considerations for Sensory Marketing Research

The assignment is about ethical considerations for a research study involving 50 respondents, consisting of two marketing managers from Starbucks and Costa coffee. The participants will be asked to fill out a questionnaire to evaluate the sensory marketing and loyalty program strategies of both companies. No written consent will be obtained as the survey does not require confidential information. The anonymity and confidentiality of participant records will be safeguarded by ensuring that the respondents' information is kept private and used only for research purposes.

Dissertation, or Project, Ethical Considerations Form
For all research involving other people as participants or accessing personal data, the following
must be completed:
1. Who are the Participants? (Please describe the types of people that will be involved in
your research)
Please tick/give further details as appropriate:
Y/N/further details
Children under 18 N
Children in care N
Individuals with a learning disability N
Individuals suffering from dementia N
Prisoners N
Young offenders (16-21 years old) N
Individuals in Care Homes N
Elderly persons N
Individuals without legal capacity to consent N
Other Vulnerable Groups N
Specific Ethnic Groups N
Students  Y
Staff  Y
Also, the general public will also be the participants.
2. Approximately how many participants are to be recruited, how will they be selected, and
how will they be invited to participate in the study?

Around 50 respondents will be selected and two marketing managers, one from each
restaurant. They will be selected randomly on convenience of the researcher. They will be
approached individually and information will be given to them on the survey.
3. Is there any link with the investigator (client, friend, etc.)? If there is a link, detail what
safeguards to preserve objectivity and to prevent conflicts of interest are in place?
No, there is no kind of link with the investigator.
3. Please describe briefly what will happen to the participants (e.g., interviews,
questionnaires, the anticipated nature or duration of each). For interviews please outline
any proposed topics that might be covered, if devising questionnaire survey, please attach
the questionnaire, which maybe in draft form at this stage.
The participants will be asked to fill a questionnaire. The topic will be the evaluation
of sensory marketing and loyalty program strategies of Starbucks and Costa coffee. A
draft of questionnaire is attached at the end. This is only a draft not the final one.
.
4. What risks, potential hazards, stress, discomfort or inconvenience to participants may be
present? What steps will be taken to minimize any adverse impact of the research on
participants?
The only discomfort to respondents can be that whether their information will be kept
confidential or not. For this, they will be ensured that their information will not be leaked.
5. Will written consent be obtained? This is the normal expectation, therefore if your
response is that you do not intend to obtain written consent, please explain in detail.
No, a written consent will not be taken by the respondents. This is so because the
topic of survey and the questionnaire will not require much of confidential information
about the respondents. It will be only a general survey.
7. Will you provide written information to participants indicating the nature and purpose of the
research, that their participation is voluntary, that they may withdraw at any time, and providing

contact details for further information about the study? Please provide a copy of any written
information to be used.
The nature and purpose of research will be explained verbally. They will also be informed
that they can withdraw any time they want. In this, no written information will be used.
Participants will be made aware of the purpose of study verbally.
8. Please indicate what steps will be taken to safeguard the anonymity and confidentiality of the
participant’s records [whether the records are of paper, tape recordings, video recordings...], and
confirm that the requirements of the Data Protection Acts will be complied with.
The participants will be informed that their information will be kept confidential and it will be
used only for research purposes. They will be ensured and questionnaire will be made to be filled
from them only if they wish to do so.

DRAFT OF QUESTIONNAIRE
Name-
Gender-
Age-
Q1. How often do you visit Starbucks within a month?
A) Once
B) Twice
C) Thrice
D) More than thrice
Q2. How often do you visit Costa coffee?
a) Once
b) Twice
c) Thrice
d) More than thrice
Q3. Are you aware of loyalty programs implemented by both Starbucks and Costa coffee?
a) Quite much
b) Much
c) Less
d) Very less
Q4. What attracts you to both the restaurants ?
a) Ambience
b) Quality of food
c) Variety of food
d) Menu
e) Quality of service