WEEK 2 BUSINESS RESEARCH ETHICS MCD
Business Research Ethics
Anonymous
RES/351
April 21, 2015
Business Research Ethics
In response to the public outcry about McDonald’s food products being a link to childhood obesity, the food chain launched a qualitative research project. This project named the “listening tour” began at the corporate level and is expected to reach the national and local levels once the corporate program is completed. Ashlee Yingling, the manager for the listening tour and McDonald’s US media relations says the program derived from the corporation’s need to expose their leaders to the conversations that were going on about the food chain. The listening tour was also a way to invite the individuals on these blogs and social sites to a unique meeting with the company leaders to express their concerns. The listening tour consisted of several gatherings, in which “specific sustainability topics were addressed, like nutrition and well-being, sustainable supply chain, environmental responsibility, employee experience, and community” (Birkner, Christine, 2014).
In order to ensure that the research is conducted in an ethical manner, McDonalds should schedule or conduct meetings with individuals whom have nothing to gain by providing their opinion. McDonald’s should not offer any type of incentive to the prospects. Incentive offering can lead to backlash from the public, especially is the research produces information in the company’s favor. People who are affected by the issues should want their opinion to be heard with or without the offering of an incentive. McDonald’s could set up a social where individuals can voice their opinions publically and the company can select their interview prospects from people who post on the site.
The only parties involved in the research that could face injury are the ones that are experiencing the obesity issues that may not be selected to voice their opinion. In any survey all of the victims cannot be heard, and there is always the potential for
Anonymous
RES/351
April 21, 2015
Business Research Ethics
In response to the public outcry about McDonald’s food products being a link to childhood obesity, the food chain launched a qualitative research project. This project named the “listening tour” began at the corporate level and is expected to reach the national and local levels once the corporate program is completed. Ashlee Yingling, the manager for the listening tour and McDonald’s US media relations says the program derived from the corporation’s need to expose their leaders to the conversations that were going on about the food chain. The listening tour was also a way to invite the individuals on these blogs and social sites to a unique meeting with the company leaders to express their concerns. The listening tour consisted of several gatherings, in which “specific sustainability topics were addressed, like nutrition and well-being, sustainable supply chain, environmental responsibility, employee experience, and community” (Birkner, Christine, 2014).
In order to ensure that the research is conducted in an ethical manner, McDonalds should schedule or conduct meetings with individuals whom have nothing to gain by providing their opinion. McDonald’s should not offer any type of incentive to the prospects. Incentive offering can lead to backlash from the public, especially is the research produces information in the company’s favor. People who are affected by the issues should want their opinion to be heard with or without the offering of an incentive. McDonald’s could set up a social where individuals can voice their opinions publically and the company can select their interview prospects from people who post on the site.
The only parties involved in the research that could face injury are the ones that are experiencing the obesity issues that may not be selected to voice their opinion. In any survey all of the victims cannot be heard, and there is always the potential for
References: Birkner, Christine. (2014, May 21). 10 minutes with Ashlee Yingling. American Marketing: Marketing News, 24. Retrieved April 21, 2015 Skinner, J. (2010). What Were Made Of. Retrieved April 21, 2015, from McDONALD 'S: http://www.aboutmcdonalds.com/content/dam/AboutMcDonalds/Sustainability/Sustainability%20Library/2010-CSR-Report.pdf