Thursday, January 20, 2011
Your First Assignment: Privacy Concerns when Conducting Marketing Research
Observational research has become much more mainstream as companies often learn more by watching what customers do than what they say. However, this type of research also raises ethical questions about consumer privacy. Please read the article In Bid to Sway Sales, Cameras Track Shoppers from the NY Times. Do these observational techniques raise ethical questions for you as a marketer? Post your thoughts about this to the blog no later than the beginning of class on Tuesday, January 25th. -- be sure to review the instructions for posting comments to the blog under the Welcome post -- don't forget to include your name; otherwise I cannot give you credit.
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I definitely agree that these observational techniques raise ethical questions. I understand that many busineeses have to do something to improve and give customers what they want and satisfy them. I am sure we all know that as soon as we enter a store, we are being observed and I do not have a problem with that. But the the thing we do not know and the thing that really bothers me is why they are doing it and what is the purpose. Thus, they do not have our permission to do that. I am not sure if there is a policy about cutomer observation but if you ask me, that is nothing but a privacy invasion. My point is that customers should be well informed about any type of observation, know thier privacy rights, why the particular business firm is doing it and what is the purpose of it.
ReplyDeleteIvana Tomaic
I believe that the whole idea of them monitoring us is in fact an invasion of privacy, but I can also see how it helps them provide a better experience for us as consumers. Not being able to readily ask each and every consumer and know the issues and concerns in a store leaves them with many questions on how to please us; therefore, they have to take matters into their own hands. In conclusion I do believe that it is ethical to use recordings and sensory methods to track our behaviors to help us, it is just not something we appreciate because of privacy matters.
ReplyDeleteI think that this does raise ethical issue for myself as a marketer. These days with all the major ethical issues coming out in the media consumers are on high alert. To travel the line of ethical can cause an adverse reaction in sales. To be honest if I knew all of the things that wre mentioned in the article were occuring I might be aprehensive to shop. However there are always two side to every story. All the valuable information that can be obtained can not be ignored. I think that there needs to be an even more strict review of all these new research techniques. In my personal opinion I live life with the moto what you dont know, wont hurt you. Sometimes with the research being taken place makes life easier for shoppers. What I draw a line on is obtaining personal information like my name, address, or phone numbe with out my permission.
ReplyDeleteIf the technology stays at the level it is at now, it shouldn't be too much of a problem. As well as catching shoplifters and misbehaving employees, the cameras allow companies to learn behaviors and possible needs of the customer. This is a public place, and therefore cameras are acceptable.
ReplyDeleteHowever, pushing the technology much farther, like facial recognition, starts to encroach on privacy rights.
I think that monitoring customers is not an invasion of privacy because they are in a public place shopping. I think its a good idea to try to learn by watching them how to improve on customer service and satisfaction. I do feel like if they started to use facial recognition it would be going too far. But i do not think that watching people shop and trying to improve it is an invasion of privacy.
ReplyDeleteI could understand how this could be an ethical problem. People do not like to feel like their privacy is being invaded. However, I do understand that to benefit the consumers, marketing research has to be done. Most of the time we are not willing to answer surveys or other forms because of our busy lives. The researchers need to get their information somehow to ultimately benefit us.
ReplyDeleteI do not have a problem with the cameras. I would rather them video tape me then follow me around the store observing my buying behavior. I would have a problem if they could somehow get my personal information like my phone number or address. As long as the technology did not progress from just observing our behavior, I would be fine.
I see how many would think that cameras tracking our every move would be unethical but many companies do it today. I think when you step out of the comfort of your own home, you give up your rights of privacy. Companies that use facial recognition are only trying to boost their sales. I would have a problem if like Jordan said they were getting more personal information but they aren't. They are just trying to understand our shopping habits in order to make it a better shopping environment for us. I think as future marketers these systems will help us better understand consumer behaviors.
ReplyDeleteIf I go to a store, I know there are cameras watching me and I feel as though that is assumed for the purpose of making sure there are no shoplifters. I never before realized that it was so extensive in what companies were looking for, but ethically I see no problem with the type of information they are looking for in videotaping customers. The fact that they are looking for information on their employees and how to better their store setup and services seems like a smart thing to do without having to take the individual customers aside and asking them questions relating to such; and I would much rather be left alone while shopping then be harassed with questions or surveys.
ReplyDeleteTo some extent I do believe that people’s privacy is being invaded, especially if it truly does evolve into not being used for consumer behavior benefits but to single out people on a personal level. As long as it does not evolve into singling the customers out beyond their gender or age group I see nothing ethically wrong with this situation.
I don't think that taping customers while they shop is an invasion of privacy. Almost all stores have security cameras to try to hinder shoplifting, and now marketing researchers are just analyzing these cameras in a way that helps them. But I do think if they start having facial recognition and other technology that is much more personal, it will raise a question of ethics. But I don't think what they are doing now is an invasion of privacy.
ReplyDeleteHaving cameras in stores is a great way for marketers to figure out how to better serve customers in regards to their shopping actions/habits. I know that at times I become uncomfortable when I spot a camera but at the same time when you are doing nothing wrong it is a thought that quickly dissapears. If there was some kind of alterior motive behind the use of cameras in stores than it would be very unethical but the fact that they are there to create better shopping environments for us as consumers makes them appreciated. It is not possible to question every shopper thats walks into a store without wasting so much time and money so the camera technique is a smart tactique towards marketing research. I am a true believer that as long as your heart is in the right place when you do something and its truly for the better good, than it shouldn't be deemed unethical. Its the opposite that makes you start to question the inner place that something is coming from.
ReplyDeleteI think that having cameras in stores is a very beneficial way for marketers to track and examine consumer buying behavior. As stated in the article, it says that sales have increased due to this time of monitoring and have made the shopping experience more enjoyable and easier for customers. Most people that enter stores already know they are being videotaped for security and shoplifting reasons, so using this same type of monitoring to track consumer behavior is in my opinion, acceptable and ethical. As long as there aren't cameras in private areas such as restrooms, dressing rooms, etc. I do not think that this is an invasion of privacy.
ReplyDeleteI believe part of this to be an invasion of privacy. cameras are good in some ways when it comes to monitoring products and preventing shoplifting. Companies like gas stations and big store need this security today because it gives them the sense of security. however i do believe that malls should be required to notify consumers that they are under surveillance. Monitoring people by using facial recognition to me should not be used. I believe that companies have taken this to an extreme it is one thing to monitor for security issue but when it comes to being able to identify someone and watch every move for shopping behavior i believe this is a little to much, But there are cameras everywhere and i thinks its a little to late for this issue because things have evolved from using cameras for security. I do not think companies should try and find out everything about you by using cameras and consumers should be notified if they are being monitored for other reason beside security.
ReplyDeleteRicky Pruett
ReplyDeleteI thought on camers in stores is this, most people think Big Brother is watching. But this is a more beneficial way for companies to observe when and how to market to consumers. Take for intance side-stacks or kiosks this is a way for the store and the vendor to make money off of.
After reading this article, I can see how many people would be offended that there are so many cameras surrounding you and watching you when you shop. But on the other hand, it seems to be a good tool for marketers to use to measure performance. In my opinion, having cameras surround me while I’m shopping doesn’t really bother me in an ethical way. I know the cameras are used for business purposes to help boost sales and better the customer relationships which therefore validates their purposes for me. As a customer and shopper, I think it’s a great idea because essentially the improvements that can be made from watching surveillance videos benefit the customer. For example, in the article it mentioned a scenario where a woman couldn’t reach an item and was going to great lengths to acquire it. By being able to see this on video, managers or upper level executives at stores are able to not only recognize a problem but also make changes easily for the customer. As for the privacy advocates, a possible solution to appease them somewhat could be posting a sign(s) in the stores that video cameras are up and running.
ReplyDeleteI think that the use of video recording customers is beneficial, although semi-intrusive. Of course no consumer is going to want to be watched while making personal decisions and it is seen as a way companies can further invade their privacy. But this can be very beneficial to their shopping future. It may allow them to be more informed, more involved, and possibly receive better deals. As for the consumer's privacy, I think that by a person entering a certain store they are assuming responsibility to accept the terms of the store. If there are cameras, they accept that they may be watched. I think it's kind of like taking a job. You may have the right to bare arms and speak freely, but while you're working for that company you may have to stick to their policies instead of your own personal beliefs.
ReplyDeleteI dont disagree with the use of cameras in stores to monitor shoppers for safety reasons. I do feel like there should be a line drawn. When I go into a store to buy clothes, grociers, cosmetic materials I'm not thinking about exactly everything I'm doing. I'm just going to get what I need and leave. I feel like be observed so closely is a little extreme and is invading privacy rights. I think cameras should be able to see someones face for security reasons only. I know that marketers need to know what customers like and want, so instead of videoing their every move maybe consider interviewing the consumer or having them fill out a survey at check out.
ReplyDeleteKayla Kennedy
I agree with the usage of cameras in stores for the purpose of surveillance as well as marketing research. There is deffinitely a line that should not be crossed and I feel that as long as there is no cameras in restrooms or dressing rooms then privacy is not being invaded. When one is in a store it is a public place; therefore, what makes it different if a camera is watching you then if another shopper watching you. I feel that the people who think it is an invasion of privacy are simply not well enough informed. My suggestion would be that these stores should hold information sessions about the cameras explaining in depth what they are for, how the consumers will benefit from it, and let them see the behind the scenes outlook on it. By doing this, it will put people's minds at ease.
ReplyDeleteAlthough this is an invasion of privacy, I do not believe this is unethical. Initially it sounds quite unethical because you are being watched through a camera without knowing. Just like the article stated, we are being watched everywhere. Yes, we are being watched for a different reason This reason being to prevent stealing of some sort which is looked at as no problem because we are used to it, it is almost a standard part of shopping. If your not stealing you have nothing to be worried about- they are not going to find out who you are look you up and come to your house. Having cameras for research purposes is essentially the same thing (with many differences as a camera observer obviously). Consumers will do what they normally would, and eventually they might change what they would normally do (like not have to reach as high for an item because the research has provided information to lower the height of the isles). This is all in all better for the consumer and the company. The fact that technology is getting closer to being able to recognize your face is not a big deal to me either. What are they going to do with your face? Nothing except use it to better help your shopping experience.
ReplyDeleteHonestly, I don't enter a store these days without assuming that the shoppers are being monitored, which may be the reason why I do not necessarily consider cameras in stores or public venues an invasion of privacy. I also, don't think it is an unethical practice. Retailers have their reasons for monitoring the consumers who come into their shore, whether it's for security reasons or in order to study our shopping behaviors. I feel that the people who consider this unethical must be doing something wrong, while shopping, or it shouldn't make a difference to them. When people say they act differently when they know they are being taped, also strikes me as strange. If you're in public, you're most likely being watched either way. Maybe not always by cameras, simply the other people around you, but what's really the difference?
ReplyDeleteI think that the idea of being tracked by a camera while shopping can be off-putting for some people, but I think that this will help to improve business. I do not feel that it is unethical; I think that having a shop tracker will start to become the norm for stores. I generally feel that most people know that when they go into a store used by the public they can be subjected to any type of filming. I bet we have always been taped on camera in a store and just was not aware of it. From a marketing perspective this is a great tool to use because rather than getting potentially false answers on a survey you can watch to see real consumer behaviors.
ReplyDeleteMonitoring someone's shopping habbits and reactions are not unethical to an extent; depending on the monitors reasons. This is not something new that is happening, businesses have been monitoring their consumers for centuries. Now they have just figured out a way for them to do it and make it easier and more cost effective for the company. It is not unethical for the marketer, as long as the consumer is assured that it is only used for research and business purposes only and it will benefit them more in the future. Marketers just need to make sure to keep it private and as approriate and safe as possible.
ReplyDeleteI think that the idea of people being tracked via being videotaped while we are shopping isn't that big of a deal. In my opinion it isn't a big deal as long as the information is put forth bettering the consumer buying environment and helping to better serve consumers. As long as the information that the store or chain of stores keeps is to themselves and only uses it for a basis to help them figure out how the customer reacts to certain situations is ok. I mean the company is trying to cut waste and to help them raise revenues in return for better understanding their customer base. This is ok and people must realize that this is ok, at the end of the day the company is here to make money and as long as it doesn't negatively affect the customers its a good thing.
ReplyDeleteYes, I can understand that being watched while shopping can be a little nerve racking or space invading. However, this is very useful information for marketers to research how their consumers behave and shop. Although it interferes with the consumers privacy when shopping it can generate helpful research to understand how to make the experience better. The marketers can learn more in depth about the physical aspects about consumers shopping experience, such as the five senses, touch, smell, etc. A line should be drawn about how far these cameras can be allowed to follow the consumer, because privacy is an important factor when making a decision about certain products.
ReplyDeleteSince technology is getting more advanced companies are capable of doing more with their cameras than just prevent shoplifting and surveillance. I think it becomes unethical and should be against the law when companies start using the information they find for purposes other than security or tactical decisions. Once they improve facial recognition technology companies would start selling personal information and I think other problems would follow. Businesses should recognize and act on the marketing advantage of camera technology however, I feel it becomes unethical to invade personal privacy beyond that.
ReplyDeleteAfter reading the article about consumers being tracked while shopping, I believe I'll have to side with the retailers on the the basis of no real ethical issues. I don't think that companies using cameras, motion detectors and other sensors to track consumers in a private shopping environment is a cause for concern at all. Companies have been using this kind of surveillance for years to collect data to further efforts to make a better shopping experience for the consumer. People understand when they walk into a store they are subject to being watched already so this additional technology shouldn't be much of a shock.
ReplyDeleteI think I expect to be monitored these days when I go into any store. I don't think it is unethical to monitor shoppers for the sole purpose of gathering information about what products/items attract a certain sex or age group. If a shopper is interviewed based on what what seen on a camera, I think that might be a little unethical and against what the shopper believes the purpose of the cameras are. I think monitoring shoppers and gathering information like this will greatly improve business and allow marketers to target the most appropriate type of person.
ReplyDeleteI believe that observational research at this point is not ethically wrong in any way. Maybe in the future if they do try and use the cameras for facial recognition, then i think it would be crossing the line but right now all the companies are trying to do is help out their customers and improve sales. Monitoring how many people who enter a store or certain parts of it, and watching the different level of traffic in those stores are just a couple examples of ways mentioned in the article to help the company and customer neither of these or any other situation mentioned crosses the ethical line to me.
ReplyDeleteObservational research does seem like an invasion of privacy. Like the article says, we live our lives surrounded by cameras and most stores have had cameras for years to pinpoint shoplifters, so I don't think it's bothering anyone too badly. Personally, I think it's a good idea for marketers to use cameras. It is the easiest way to observe the behaviors of consumers because you get to see what they actually do instead of taking their word for it on some survey.
ReplyDeleteI do not see any ethical issues with the way things are currently. Although these techniques can lead to questions I believe they are only done with good intentions. Many customers do not realize that their MVP or Kroger cards track every purchase and are constantly being monitored. By trying to improve the customer experience and making life easier for these customers is helping them. Most stores do say that there are cameras inside, although they do not clarify what the cameras are used for. This can be seen as an ethical issue but as long as it does not go to facial recognition or crossing too many lines I have no problem with these studies.
ReplyDeleteI think that there is and increasingly thinning line between what is ethical and what in unethical when it comes to video taping consumers. In some aspects the research is extremely effective for the companies, like if the consumer finds the store hard to navigate or if the products need to be on lower shelves, these findings will only help the consumer in the long run and make their experience at the store more enjoyable. But one the other hand software such as facial recognition is extremely invasive and I feel is unethical. If stores have the ability to track what individuals enter the store regardless if anything is brought or not is an invasion of privacy, and I feel should not be allowed in stores.
ReplyDeleteThere is no doubt that the observational techniques used by companies past and present are bordering on the line of ethics. From the customers point of view, it is unethical that they are recorded without knowing. Whereas the retailer would deem it not a matter of ethics at all. This can go both ways where each side has a valid point. In one way or another it is weird to be videotaped without knowing which is really a breach of privacy. On the other hand the company owns the store and it is their property that you are shopping in or on. So if I was the customer of course I would have a problem but as a store owner it would be my store that your in.
ReplyDeleteIn today's world many people believe that this would be considered an invasion of privacy and that our constitutional rights are being taken advantage of. Thinking realistically though, these stores that are using this new technology for their own personal use in order to raise sales and profit are doing nothing wrong. It is in their best interest to make the consumers shopping experience the most accessible and comforting, so by using the surveillance footage to make these things happen is perfectly fine by me. Like others have said "what i don’t know won’t hurt me" is the best example for this and that as long as I’m happy with my shopping experience then nothing is wrong..... Until i see something that i did on a True T.V. episode!
ReplyDeleteI think that this is ethical. It is creepy to think that someone is watching you most of the time, but if you think about it, there are cameras everywhere for security purposes as it is. People can look at a camera and will most likely say that's for security but it may be for people to see how customers act, for research purposes. As long as the cameras aren't in private areas like inside the dressing room, bathrooms, etc. I think that this situation is ethical, and nothing is really wrong with it.
ReplyDeleteWhen it comes to being monitored in any scenario there are going to be privacy issues raised. However, in these circumstances I actually believe that it is ethical for stores to use this technology to better improve store conditions for consumers. The fact is that consumers are already in a public place, they aren't in their own private wal mart. The point is shopping really isn't a private experience.
ReplyDeleteI do not think that observational research is in any way unethical. The companies are using this information to serve us better, its not like they are out there creeping on specific individuals. They are simply observing consumers and how their business is being run. They use this information not only to benefit their business, but also to give their consumers a better experience. Personally, I think it is an advancement in technology that will have a positive impact on the industy.
ReplyDeleteI believe that taping people in stores for use of observational research in not unethical. Companies use this information to better improve store conditions for all of us consumers. Shopping is not a private experience and I don't see anything wrong with it, since the information is being used to serve a purpose.
ReplyDeleteDavid Roth said...
ReplyDeleteI believe that if you own a business and if you
feel the need to observe how people behavior in your are of operation then you have the right to. The debate that it is unethical is something that I do not agree with. As long as you are observing the behavior of people for the better of your business than I do not have a problem with this type of observation.
I do not find video taping consumers in stores to be unethical. Like the guy from the end of the article said, we are already being video taped multiple times per day. I think the people who have a problem with it should think about how it helps the stores and ultimately the economy. If a store can find problems through video tape and then fix them for a consumer to have a better shopping experience while increasing the stores productivity, then they should have the right to do that. As long as video taping consumers stays the way it is today I will not have a problem. However, if stores start using face recognigion then I will have a problem. If certain customers are approached because of face recognition and are persuaded by sales people one way or the other strictly off of that, then I would not enter those stores. There is something to be said for a consumers free will.
ReplyDeleteI don't find stores taping customers to be unethical. The stores are private property, and it is the stores right to observe people inside the premises. Whether they use the information for security, for research purposes, or for both I don't have a problem with it. The only situation I believe would be unethical is for observation to occur in places such as dressing rooms and bathrooms.
ReplyDeleteI feel that using video tapes in stores to be studied by marketers is ethical. Seeing behavior patterns of customers can be helpful to marketers and the store. At the same time security video taping has been used for a very long time now and I dont find that using the video to enhance the shopping experience to benefit the customer and the store to be unethical. As long as the taping is being done in a legal manor, then in this particular case of ethics and legality if it is legal then it can be considered ethical as well.
ReplyDeleteGoing into a mall or a store is not a private facility. So with the exception of the restroom or the changing facilities the level of privacy to be expected should be very little. If you go on to do something in a public place that later embarrasses you and some one just so happen to catch it on camera, than maybe at particular individual should be more concise of there actions. I personally am not offended by stores putting up cameras to observe consumers like myself.
ReplyDeleteIn my opinion, as long as stores keep the cameras out of the dressing rooms, I don’t have an ethical problem with any of the techniques used right now. My outlook is this: as long as the material gathered is used for research only and they keep their monitoring out of places that should be private areas (dressing rooms, bath rooms, etc.) then, all other areas should be fair game.
ReplyDeleteI believe that using store cameras and monitors are being used to improve and aid society with their shopping experiences rather than invade their privacy. When looking at the ethics of how stores conduct their surveillance, there are no severe lines being crossed. I view video taping in stores to be something that is a necessity today with the fast-paced world we live in.
ReplyDeleteI believe that using store cameras and monitors are being used to improve and aid society with their shopping experiences rather than invade their privacy. When looking at the ethics of how stores conduct their surveillance, there are no severe lines being crossed. I view video taping in stores to be something that is a necessity today with the fast-paced world we live in
ReplyDeleteI feel that using store cameras to monitor customers is not much of an ethical issue since you are in a public place. I do find it a little creepy that people spend time gathering data for this though. But from the companies perspective they get to look at and see how to improve performance.
ReplyDeleteI can see how cameras monitoring customers could be considered an ethical issue. The thing is that you have to see is that they are doing this for to benefit the company as well as the customers. If the cameras are suppose to be used for safety purposes, and the company figures out they can receive beneficial information from it I say they use it. People are just going to have to be more careful on what they do out in public because there are cameras everywhere.
ReplyDeleteWill Carter
I don't think that stores having cameras monitoring customers is a bad thing. As long as they keep the cameras out of the dressing rooms and bathrooms it is ok. If having the cameras really helps the business to better itself I think it is a good idea, plus it can help the store to catch shoplifters. If you are embarassed about something the camera catches you doing, maybe you shouldnt be doing it in the first place.
ReplyDeleteThese issues will slowly become bigger and bigger. We have all seen Minority Report where people walk into a store and are immediately recognized. In my opinion that is way too far. If our society comes to a point where our citizens are tracked every where we go "just for marketing concerns", that just means the government is going to have access to these cameras and anything else being used to identify us. In my opinion the technology is awesome, but its the beginning of Americans losing privacy. Now if there are ways to block your face or never even allow it to be cataloged than the idea becomes a little more appealing.
ReplyDeleteChris McPhail
It’s easy to see both sides of this argument and I could easily make a case for either side. What has to be understood first and foremost is that when you are in a public setting no matter where, you may be being watched by someone even if you don’t notice. The growth of technology in the past decade is making it very easy to watch customers using surveillance cameras, many people make the argument that it hinders their privacy and the fact is that it doesn’t. Cameras are kept out of the private areas such as fitting rooms. I think that for now until people can prove that walking around at the Nordstrom in the mall is not considered a public setting, it will be considered legal to have cameras watching customers at these retail stores.
ReplyDeleteMike Mullins
I can see both sides of the argument and and understand how people would see this as an invasion of privacy.In my opinion I don't think we should be monitored. However I see why businesses want to do this, it could be effectively used for safety purposes, which would be a good thing, but I don't think that outweighs the invasion of privacy.
ReplyDeleteBryan Waggoner said....
ReplyDeleteI feel that having video cameras in the stores are very ethical. I feel they are a great necessity to the business to see how a daily visit is in a store and show the company what attracts people to certain areas in the store. Also on the plus side it is a great positve flow of security all parts of the day. I feel like when its someones store you go in the deserve to know what's the customers are doing all the time to protect there store.
I believe that it is acceptable and ethical to observe consumer behavior to a certain extent. I feel like FoodLion and Kroger do practice this in that manner exaxtly by monnitoring consumer spending by looking at their buyer history. On the other hand, I dont think that it is at all ethical to watch a shopper's physical behavior in the store to see their buying habits.
ReplyDeleteChristina Danciu
ReplyDeleteI have mixed emotions when it comes to monitoring through cameras. Although I do believe that supervisors and managers have a right to know everything going on within their store it becomes a very slippery slope very easily. Case in point, most theft occurs within dressing rooms and bathrooms, however, I would feel violated to know someone was watching me undress. Security is one thing but privacy is expected.