Question: Consumer groups sometimes object to marketers' methods of collecting primary data from customers. They object to such means as product registration forms; certain types of games, contests, or product off ers; and "cookies" and demographic questionnaires on company Web sites. Marketers believe that such tools off er them an easy way to collect market data. Most strictly control the use of such data and never link identifying information with consumers' financial or demographic profiles. However, the possibility of abuse or error always exists. Research the code of ethics of the American Marketing Association (AMA). Note especially the guidelines for use of the Internet in marketing research.

1. Check the Web sites of a few large consumer products companies. How effectively do you think these sites are at informing visitors about the use of "cookies" on the sites? Do you think marketers could or should improve their protection of visitors' privacy? If so, how?

2. Do you think the AMA's code of ethics would be violated if marketers compiled a mailing list from information provided on warranty and product registration cards and then used the list to send customers new-product information? Why or why not? Does your opinion change if the company also sends list members special discount offers and private sale notices?