Many opportunities exist for both ethical and unethical behaviors to occur in the research process. The major sources of ethical issues in marketing research are the interactions among the three key groups: (1) the research information providers; (2) the research information users; and (3) the respondents. Research providers face numerous potential ethical challenges and opportunities to go wrong. Some of those involve general business practices, while others involve conducting research that is below professional standards. Client may behave unethically or deceptively also, as in all business relationships. Respondents may abuse the research relationship or be abused by it. For example, in recent years Internet marketing research is posing new questions regarding the potential.