Case study: Analysis of Volkswagen Engine Emission Testing Software Manipulation Scandal from a Professional Ethics Point of View

The car manufacturing industry faced a significant scandal when Volkswagen (VW), a leading automaker, was found to have engaged in unethical practices. VW installed “defeat devices” in their vehicles to cheat emissions tests, which had severe health impacts and led to significant environmental costs. This scandal involved up to 1,000 employees aware of the fraud and kept silent for over a decade.

The ethical dilemma, in this case, revolves around the conflict between corporate profitability and ethical responsibility. VW faced immense pressure to meet emissions standards while maintaining competitive performance. This led to implementing defeat devices, prioritising financial and market gains over honesty and environmental integrity. Employees aware of the fraud were caught between loyalty to the company and the ethical imperative to expose the wrongdoing.

This scandal not only risked VW’s reputation and financial stability but also highlighted the need to understand and prevent such corporate frauds in the future. The case of VW serves as a significant lesson on the importance of ethical practices and transparency in maintaining the trust of customers and stakeholders in the automotive industry.

Based on the general guidelines for ethical research from the Council for International Organisations of Medical Sciences, discuss any five (5) ethical challenges faced by VW in the case study.
(5 marks)

Define marketing research using your own words and outline its two (2) primary functions in achieving organisational goals.
(4 marks)

Identify the steps involved in the marketing research process. Provide practical examples from the VW case study for each step to illustrate your points.
(14 marks)

Question 2 [21 Marks]

Consider the following scenario and describe the primary purposes of marketing research, ensuring that your response to the scenario is referenced.

Scenario: An assessment of a new Educational Program

Think of a school district planning to implement a new educational program to improve student performance in mathematics. It is crucial to recognise the various research purposes involved in this situation.

Discuss the characteristics of quantitative research with reference to the Educational Program scenario.
(10 marks)

Question 3 [32 Marks]

Read the following scenario and answer questions 3.1 to 3.3

You are conducting a focus group for a new fitness app, “FitTrack”, which focuses on improving mental and physical health. The target audience is adults aged between 20- 40, and the app includes features such as nutritional guidance, mindfulness exercises, personalised exercise plans, and a community support feature.

Imagine you are facilitating a focus group of individuals using the app for the last month. Formulate five (5) focus group interview questions that will help you grasp the app’s efficiency and areas for enhancement.
(5 marks)

What factors influenced your decision to choose focus groups for data collection?
(5 marks)

Briefly summarise a research proposal to evaluate the effectiveness of the fitness app designed to improve users’ mental and physical health. Include the first five sections of the proposal.
(15 marks)

Question 4 [28 Marks]

Consider the dynamic between the observer and the phenomenon. How do these two relate to each other, and what aspects should be considered when assessing the observer’s position to the phenomenon?
(3 marks)

Review the following example and formulate your observational questions.

Investigate how often employees comply with workplace safety protocols in a manufacturing plant.
(6 marks)

Prepare a comprehensive essay where you discuss the benefits and limitations of observational marketing research, ensuring a logical introduction, coherent body, and a concise conclusion.
(15 marks)

Utilise the scoring rubric below as a guide to answer this question.

Answers to Above Questions on Volkswagen Case

Answer 1: 

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