New Metodologies to Measure Ethical Acting in Marketing

摘要

The objective of this work is to contribute with new methodological options for data analysis, aimed to develop indicators that evaluate ethical actions in marketing, in order to provide, to the business managers, tools that let them know indicators on ethical sensitivity and the possibility to compare with their competitors. This exploratory study began with the analysis of current literature to perform a meta-analysis. After that, a descriptive investigation was made by using an inquest to a sample of 200 students of Santiago business schools (Chile), through a non-probabilistic sampling rate, specifically, convenience sample. Afterward fuzzy model of aggregation by expertons was applied to get the indicated objective. The offered option by expertons allow to define indicators without risk of losing information.