Abstract: The authors' article in the March 1992 issue outlined several traditional ethical issues facing marketing researchers, which include duties to both respondents and clients. In this second article, the authors examine two emerging ethical issues—what researchers owe the public and corporate intelligence gathering. They conclude with several ideas for ethical action that can guide marketing researchers in instilling a heightened ethical sensitivity into their organization and profession.

　　Subjects: MARKETING research; PROFESSIONAL ethics; BUSINESS intelligence; CONSUMER cooperatives; CONSUMERS; Marketing Research and Public Opinion Polling; ETHICS; RESPONDENTS