Informed consent is defined as a “procedure for ensuring that research participants understand what is being done to them, the limits to their participation and awareness of any potential risks they incur.”


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Social Research Association (2003). “Ethical Guidelines.” Available online at: http://the-sra.org.uk/research-ethics/ethics-guidelines/.


  1. Why marketing researchers should be concerned about securing the informed consent of the participants?
  2. As marketing research shifts to both online and social media data, how important remains to secure an informed consent?
  3. On social media, who grants consent?