Ethical Issues in Digital Marketing Research: A Case Study Analysis

This report provides a critical reflection on the ethical considerations within digital marketing research, focusing on a case study involving Sainsbury's. The report begins with an introduction outlining the research aim to identify the role of digital marketing in customer retention, and objectives that include understanding the impact of digital marketing on end-users, evaluating methods for influencing digital marketing usage, identifying key challenges faced by managers, and suggesting steps to maximize profit. The methodology section details the use of qualitative research, an inductive approach, and an interpretivist research philosophy, with primary and secondary data collection methods. Ethical considerations are extensively discussed, covering participant consent, autonomy, privacy, scientific integrity, social responsibility, and maximizing benefits while minimizing harm. The report emphasizes the importance of maintaining participant wellbeing, ensuring data authenticity, and the potential benefits for businesses adopting digital marketing strategies. The report concludes by highlighting the scope of the research in the current and future business scenarios.

Critical reflections of
ethical issues

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
Methodology................................................................................................................................3
Ethical Consideration...................................................................................................................4
Respect for the autonomy, privacy and dignity of individuals and communication...................4
Scientific Integrity.......................................................................................................................5
Social Responsibility...................................................................................................................5
Maximizing benefits and minimizing harm.................................................................................5
REFERENCES................................................................................................................................7

INTRODUCTION
It is a report that is based on ethical consideration of the research proposal in which
discuss about ethical issues that can be taken place.
Aim
“To identify role played by Digital marketing in retention of maximum individuals within
company. The case study of Sainsbury”.
Objectives
 To understand the impact or influence of digital marketing on the end users.
 To evaluate the methods that can be used to influence use of Digital marketing for the
customer’s satisfaction level.
 To determine the key challenges that are faced by the managers in using digital media.
 To suggest the major steps that can be taken by company to make use of Digital
marketing in order to generate higher profit margin.
Methodology
Qualitative research type has selected to collect the data over the proposed research topic
i.e. impact of Digital marketing on satisfaction level of the customers. the reason behind is that
this research method supports to maintain quality in collected data. Inductive research approach
has used for this research assignment because it will support to interpret data for portraying
adequate conclusion. In the research design, qualitative research design method will use for this
research because it supports to understand about framed research topic i.e. impact of digital
marketing on the customer’s satisfaction level (Mohajan, 2018). Interpretivism research
philosophy has used in this research that has supported to collect accurate data and information
for the research. Secondary and primary both data collection methods have been used for this
research because these supports to collect reliable and valid information over the proposed
research topic. With the support of random sampling method, 30 candidates were selected as
sample population who participated in interview session. These participants are Sainsbury’s
employees that have taken by the researcher to know the point of view and understand the way

like how Digital marketing have contributed in meeting customers’ needs and growth and
expansion of business in external environment. To maintain reliability and validity of the overall
research, researchers priorly selects all reliable and authentic sources like website, books and
magazines so that wide number of readers who will read this in future then they can be trusted.
Scholars also took prior approval or consent from participants that they are ready to share their
views over the proposed topic from on their will so that effective outcomes can be gained. Thus,
all steps have followed by Scholars in this research in order to enhance validity and reliability so
that other companies can be used it for gaining competitive advantage. Data analysis approach
also has used in this research because it is completely based on practical aspect. So, researcher
have used thematic data analysis to explore all collected data into different themes so that each
theme can be interpreted in effective manner.
Ethical Consideration
There are various ethical issues that can be taken place in this research assignment such
as confidentiality of participants, maintain dignity and respect of participants during interview
session, reliability and validity of collected information, prior approval from publishers before
taking information from their published articles and books and legality. These are the major
ethical issues of the research but researchers priorly have been comply all norms and legislations
which have formulated by UK’s government for the research assignment (Ethical Issues in
Research, 2020). To maintain participants wellbeing, dignity and respect, researcher already
have taken approval from them in term of consent form. Thus, this research assignment does not
have any ethical issue.
Respect for the autonomy, privacy and dignity of individuals and communication
Participant consent form is going to put in place for the anonymity, fair treatment, valid
consent and confidentiality. This consent form will provide brief information to the participants
about their freedom, period of structure, rights of their and provide information about their will
like if participants do not want to be part of the research then none can force them (Basias and
Pollalis, 2018). Participants also have right to share their actual views over the proposed
questions and no one can force them to give answer in the interview session, if they are willing
to give answer then they can or for instance, if they do not know the answer or do not want to
give answer then they are restricted to give answer. This consent form also ensures participants

that none will be discriminated in the interview session by other participants or interviewers.
Even researchers will maintain dignity and respect of the participants during interview session.
Scientific Integrity
Qualitative research method will support to analyse authenticity of collected data which
have collected from the participants. As open communication method has been used to for the
participants so that each participant can openly share their views regrading proposed hypothetical
situation that will also maintain authenticity in collected information.
Social Responsibility
Social responsibility means ethical theory in which individuals are accountable for
fulfilling their duties and the actions that must be benefitted the whole society. For this research,
I have followed all norms and regulation that have imposed by government for such research
projects. I have involved participants consent form to ensure sample populations that no
participant will be discriminated and disrespected while asking questions in the interview
session. This research has been involved issues related to Digital marketing that have faced by
Sainsbury and it also have included ethical issues that could impact dignity and respect of
participant (Sen, 2016). Thus, this research assignment has described all aspects weather
theoretical or practical related to person and organization which supported other companies to
understand actual role of Digital marketing in customer’s retention.
Maximizing benefits and minimizing harm
The potential risk of the research is to maintain authenticity of data and dignity and
respect of participants while asking questions in interview session. So, I will use all articles
between 2011 to 2020 years so that I can be recorded actual information (Sil and Das, 2017). In
addition, I will use all research methods effectively which will maintain effectiveness in
collected information related to research topic. To maintain dignity and respect of participants, I
will priorly make them feel comfortable and will provide brief information about the research so
that no participants claims that they do not have any idea about the norms or research. In
addition, no respondents will be forced to give answers of all questions that will decline
psychological risk as well. This research finding would supports all MNCs and small scale
companies which are using digital marketing or adopting new technology to transform their

traditional business into contempory one in order to gain competitive advantage. Thus, this
research assignment has wide scope in current and future scenario.

REFERENCES
Books and Journals
Mohajan, H.K., 2018. Qualitative research methodology in social sciences and related
subjects. Journal of Economic Development, Environment and People, 7(1), pp.23-48.
Basias, N. and Pollalis, Y., 2018. Quantitative and qualitative research in business & technology:
Justifying a suitable research methodology. Review of Integrative Business and
Economics Research, 7, pp.91-105.
Sen, V., 2016. Ethical Issues in Soc. Research Journal of Management, 5(10), pp.37-41.
Sil, A. and Das, N.K., 2017. Informed consent process: Foundation of the researcher-participant
bond. Indian Journal of Dermatology, 62(4), p.380.
Online
Ethical Issues in Research. 2020. [Online]. Available Through:-
< https://www.skillsyouneed.com/learn/research-ethics.html>