Video surveillance research in retailing: Ethical issues

Malcolm Kirkup, Marylyn Carrigan

Research output: Contribution to journalReview article

30 Citations (Scopus)

Abstract

In an increasingly competitive market there is a keen interest among retailers to understand as much as possible about consumer behaviour. Advances in technology have presented retail marketers with many new research tools with which to monitor such behaviour. Alongside such advances in technology, however, have come accusations that some aspects of marketing and marketing research raise ethical issues. Those engaged in the use of new marketing and research methods therefore need to be aware of any potential public concerns and be seen to adhere rigorously to ethical practice. This paper examines the growing use of video surveillance within retail stores. The technique offers an objective and accurate research tool for retailers to monitor consumer behaviour. However, along with increasing use comes the potential danger of abuse, and the paper finds that few guidelines exist to assist retailers or researchers in managing this type of research.

Original languageEnglish
Pages (from-to)470-480
Number of pages11
JournalInternational Journal of Retail & Distribution Management
Volume28
Issue number11
DOIs
Publication statusPublished - 1 Dec 2000

Keywords

  • Consumer behaviour
  • Ethics
  • Marketing research
  • Retailing
  • Stakeholders

ASJC Scopus subject areas

  • Business and International Management
  • Marketing

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