Briefly describe some of the ethical problems that can be associated with buzz marketing and how companies have dealt with these issues
What will be an ideal response?
Some buzz marketing activities have been deceptive, such as companies hiring actors to appear as regular consumers and hype a product to target markets, or companies hiring writers to submit positive product reviews on shopbots. The Word of Mouth Marketing Association (WOMMA) defines these activities as unethical and takes the position that anyone paid to talk up a product should identify the employing company. Buzz marketing directed at children is generally frowned upon, as these young consumers are susceptible to deception. Also, defacement activities that damage property are categorized as unethical, and may also be illegal.
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In terms of ethical frameworks for reasoning, a method of decision making based on treating all people fairly and consistently is:
A) utilitarianism B) individualism C) the justice approach D) the rights approach
Respondents have been asked to express their degree of agreement with a series of lifestyle statements on a 1-to-5 scale, assuming that 9 has been designated for missing values, data values of 0, 6, 7, and 8 are out of range
Where in the data-preparation process might any out-of-range data be caught? A) coding B) transcribing C) data cleaning D) statistically adjusting the data