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Researchers used the Vignette method which is "a scenario-based approach that is about how managers (participants in this study) respond to certain ethical dilemma situations," (Kim & Chun 2003: 378). Thus, various situations within the context of marketing were given to the sample population of Korean managers as to find correlations and similarities within how Korean business is supposed to act when acting within the limitations of ethical practices. 473 original participants were given questionnaires, with 452 totaling the final number of answered questionnaires for analysis.
Flaws in Procedural Design
Yet, within the context of this study, only managers were included. There were no participants on the two extreme sides of the spectrum. No one form either an executive or regular employee status was included within the review. Thus, the study represents the feelings of ethical practice only from a limited sample of the Korean business population currently practicing within the nation.
Analysis of Data
The...
452 of the final results were then used within an ANOVA analysis to provide information on significant differences and similarities.
Limited and Justifiable Conclusions
What this data analysis lead to was the conclusion that within the field of marketing, the belief of ethical practices within typical marketing strategies was on average perceived as weak by the Korean managers. Thus, in general, Koreans saw typical marketing practices as relatively unethical from their cultural point-of-view. Additionally, the great variation within the data did prove the hypothesis true on a limited basis -- most of what Koreans base their ethical standards comes from individual view points and not a larger universal standard system.
Reference
Kim, Sang Yong & Chun, Sung Yong. (2003). A study of marketing ethics in Korea: what do Koreans care about? Journal of Management. 20(3):377-379.
Reference
Kim, Sang Yong & Chun, Sung Yong. (2003). A study of marketing ethics in Korea: what do Koreans care about? Journal of Management. 20(3):377-379.
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