Data Protection and Market Research Ethics

Thomas Dobbelstein () and Wibke Heidig ()
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Thomas Dobbelstein: Baden-Württemberg Cooperative State University
Wibke Heidig: Albstadt-Sigmaringen University

Chapter 4 in Market Research for SMEs, 2026, pp 23-30 from Springer

Abstract: Abstract This chapter explains which aspects of data protection and research ethics must be considered in a market research study. The focus is on the GDPR, the formulation of a transparent and comprehensible consent form, and the responsible use of AI-based market research tools. Comparable data protection laws, such as South Africa’s POPIA, share the same underlying intent as the GDPR and demonstrate significant overlaps in terms of principles and regulatory requirements.

Date: 2026
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DOI: 10.1007/978-3-032-27765-7_4

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