Doctored survey data is an unethical marketing research practices which decays the entire problem solving process. Most researchers fail to uphold their ethical standards, hence indulge into art that does not guarantee integrity and accuracy of data. This over the years has soiled the relationships which exist between the academic and industrial sector, since they cannot rely on most data generated by academic scholars. Ethical values and norms should be inculcated into the employees and marketing research personnel’s since they are the one that shoulders the responsibilities of generating survey data which is used for key business decisions.

Doctored survey data is an unethical marketing research practices which decays the entire problem solving process. Most researchers fail to uphold their ethical standards, hence indulge into art that does not guarantee integrity and accuracy of data. This over the years has soiled the relationship...