Difference Between Relativism And Idealism

There are two ethical orientation which include relativism and idealism. Before discussing the difference between them with respect to marketing research, it is important to first gain a good understanding of what each orientation actually is. “Relativism is a term that reflects the degree to which one rejects moral standards in favor of the acceptability of some action” (Zikmund & Babin, 2013). One who adopts this ethical orientation prefers to take things as they come so to speak, they believe that since “ethical values vary so widely, there can be no universal ethical principles that apply to everyone” (Bredeson & Goree, 2012). Instead of determining a specified list of what is always right versus what is always wrong, they look at each

A person who favors ethical idealism prefers to use preset moral standards and apply them to every situation. They view each moral principle as absolute regardless of circumstances or motives. To discuss the difference between the two orientations, I will provide a quick example. Let’s say that a woman lies to an intruder about the whereabouts of her valuables to stop him from stealing her cherished items. A relativist may look at the situation and say that though lying is usually wrong, in this instance, it was acceptable because the woman was only trying to protect those things which she holds near and dear. While, in contrast, the idealist may believe that the since lying is wrong no matter what, the woman was in the wrong or acting

Once a participant has given their consent, they are then expected and obligated to be truthful when giving their answers. The other end to this research participant obligation is the obligation of the researcher to keep all answers confidential. When a researcher receives information from a participant regarding their research study, they are required to keep the answers to themselves and refrain from sharing the information with others. However, this obligation can work both ways. Sometimes a researcher may reveal sensitive information to the participant with the expectation that the participant keeps it confidential. Overall, “confidentiality helps ensure truthful responses,” which is the obligation of the research participant (Zikmund & Babin, 2013). An example of the use of confidentiality in a research study that I have been involved in is the promise not to share my email or other contact information when taking an online survey. Before signing up to take surveys, the organization conducting the survey will typically post a confidentiality statement ensuring the participant that they will keep their personal information private. “Ultimately, confidentiality is an issue of trust between respondents and researchers” (Cho & LaRose,