• The researcher should not misrepresent the nature of the study to subjects especially in lab experiments. The purpose of the research must be explained to them.

• Personal or seemingly intrusive information should not be solicited and if it is absolutely necessary for the project, it should be tapped with high sensitivity to the respondent offering specific reasons therefore.

• Whatever be the nature of data collection method the self-esteem and self respect of the subjects never be violated.

• No one should be forced to respond to the survey and if someone does not want to avail of the opportunity to participate, the individual's desire should be respected. Informed consent of t he subjects should be the goal of the researcher. This holds true even when data are collected through mechanical means such s recording interviews, videotaping and the like.

• Non participant-observers should be as unintrusive as possible. In qualitative studies, personal values could easily bias the data. It is necessary for the researcher to make explicit his or her assumptions, expectations and biases so that informed decisions regarding the quality of the data can be made by the manager.

• In lab studies the subjects should be debriefed with full disclosure of the reason for the experiment after they have participated in the study.