商业道德：一个以营销伦理为中心的文献.docVIP

毕业论文（设计）文献翻译 题　　目：营销竞争道德失范对企业品牌信任的影响研究 一、外文原文 标题： Business Ethics：A Literature Review with a Focus on Marketing Ethics 原文： Positive studies Wokutch and Fahey (1981) identify a number of methods used in ethical research: 1. The utilization of laboratory experiments and business game simulations in which unethical behavior is measured. This method allows the researcher to measure the influence of various factors such as business experience, age and completion of a business ethics course. One example of the use of this methodology is the study by Hegarty and Sims (1978) in which they measured the effects of potential rewards and punishments on students paying kickbacks in simulated business situations. 2. Ex post facto research in which actual ethical decision situations are reconstructed. Such an approach permits the study of real life situations. Some~researchers have avoided this line of research because of its problem of getting accurate and complete information. 3. Participant observation approach, which permits the researcher to observe behaviors as they take place and then infer cause and effect relationships. Unfortunately, this approach is seldom used because of problems involved in gaining access to organizations. 4. The survey research approach in which subjects report on their own ethical behavior and beliefs. The majority of instruments used in collecting ethical data utilize some form of scenarios presenting some ethical/unethical situation to which the subjects have to react. The use of scenarios, according to Fritzsche and Becker (1982), allows one to inject a greater amount of background information and detail into an ethically questionable issue. Scenarios therefore are thought to elicit a higher quality of data in this type of research than is possible from simple questions (Alexander and Becker, 1978). Scenarios and paper and pencil questionnaires have been traditionally used in ethics research, because they can create dilemmas that can induce res