商业道德：一个以营销伦理为中心的文献【外文翻译】

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1、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：BusinessEthics：ALiteratureReviewwithaFocusonMarketingEthics原文：PositivestudiesWokutchandFahey(1981)identifyanumberofmethodsusedinethicalresearch:1.Theutilizationoflaboratoryexperimentsandbusinessgamesimulationsinwhichunethic

2、albehaviorismeasured.Thismethodallowstheresearchertomeasuretheinfluenceofvariousfactorssuchasbusinessexperience,ageandcompletionofabusinessethicscourse.OneexampleoftheuseofthismethodologyisthestudybyHegartyandSims(1978)inwhichtheymeasuredtheeffectsofpotentialrewardsa

3、ndpunishmentsonstudentspayingkickbacksinsimulatedbusinesssituations.2.Expostfactoresearchinwhichactualethicaldecisionsituationsarereconstructed.Suchanapproachpermitsthestudyofreallifesituations.Some~researchershaveavoidedthislineofresearchbecauseofitsproblemofgetting

4、accurateandcompleteinformation.3.Participantobservationapproach,whichpermitstheresearchertoobservebehaviorsastheytakeplaceandtheninfercauseandeffectrelationships.Unfortunately,thisapproachisseldomusedbecauseofproblemsinvolvedingainingaccesstoorganizations.4.Thesurvey

5、researchapproachinwhichsubjectsreportontheirownethicalbehaviorandbeliefs.Themajorityofinstrumentsusedincollectingethicaldatautilizesomeformofscenariospresentingsomeethical/unethicalsituationtowhichthesubjectshavetoreact.Theuseofscenarios,accordingtoFritzscheandBecker

6、(1982),allowsonetoinjectagreateramountofbackgroundinformationanddetailintoanethicallyquestionableissue.Scenariosthereforearethoughttoelicitahigherqualityofdatainthistypeofresearchthanispossiblefromsimplequestions(AlexanderandBecker,1978).Scenariosand"paperandpencil"q

7、uestionnaireshavebeentraditionallyusedinethicsresearch,becausetheycan"createdilemmasthatcaninducerespondentstorealisticallymodifytheirchoicesofalternativesinagivensituation"(Vitell,1986).Scenarios,inaddition,caninducetherespondenttoexperience"thetaskasaproblemandmust

8、thereforedosomefreshthinking"(GibbsandWidaman,1983,p.13).FritzscheandBecker(1983)usedscenariosthatpresentedvarioustypesofethicaldil