Potential Malpractice Lawsuits: NEW IMPETUS FOR THE MARKETING PROFESSION TO ADOPT RESEARCH STANDARDS?

摘要: Highlights the fact that whereas, until recently, defendants in professional malpractice lawsuits were typically accountants, attorneys and physicians, potential liability for is now faced by marketing research professionals, as a result of their increasing involvement clients′ decisionmaking processes. Argues researcher′s strongest defense would be adherence to formally recognized standards adopted profession. Addresses question: what malpractice? Describes how it may occur research, new duties should be, could help researchers defend claims.