This paper explains the influence of ethics in market research and analyzes methods that prevent unethical practices from appearing in the market research process. As prominently significant area in the research process, ethics requires detailed processing and analysis. Paper touches upon the surface of this topic which is actually much more complex and requires deeper psychological and marketing insight. As a start, in this paper concepts of ethics and market research are defined. Certain types of ethics, its history and the phenomenon of unethical business practices are explained. After that, market research is defined and analyzed along with data sources. Then paper discusses phases of research process, more precisely, it is determined what kind of resources and jobs are needed for each phase. Furthermore, paper explains the role of ethics in market research, and based on that it shows every possible ethical conflict which can appear during the research process. In this paper, three examples from business and social practice were used for analyzing unethical practices and behaviors, which were also used for creating four main suggestions about ways of reducing and possibly preventing unethical practices. Also, chapter named work methodology explains methods used as well as the whole process of paper writing. Last chapter is review and conclusion of the entire paper.