The rapid expansion of big data analytics has fundamentally transformed marketing research, enabling unprecedented insights into consumer behavior. However, the extensive collection, integration, and analysis of large-scale consumer data have also intensified ethical concerns that extend beyond traditional issues of privacy. This study aims to critically examine the ethical issues and research challenges associated with the use of big data analytics in marketing research.

Drawing on contemporary literature in marketing ethics, data ethics, and digital governance, this conceptual paper identifies and categorizes key ethical risks in big data–driven marketing research. The findings indicate that ethical challenges are multidimensional and include violations of informed consent, secondary use of data beyond original purposes, lack of algorithmic transparency, potential biases and discrimination embedded in analytical models, and weaknesses in data governance and regulatory compliance.

The study contributes to the marketing research literature by providing an integrated ethical framework that moves beyond a narrow focus on privacy and emphasizes accountability, fairness, and transparency in data-driven decision-making. From a practical perspective, the paper offers guidance for researchers, marketing practitioners, and policymakers to design ethically responsible big data research practices that align with emerging regulatory standards and societal expectations.