VJESI LEADERSHIP SURVEY #6 ETHICS conducted 8/13/02-8/19/02	Percentage %
Q1 In your opinion, have business leaders lost or misplaced their moral compass?
Yes	58
No	33
Unsure/Don't Know	9
Total	100
Q2 On a scale of 1-5, how serious do you think the following issues are in the DM industry?
1&2
Announcing misleading financial information	24
A low level of integrity in the behavior of senior executives	17
Unethical financial reporting and accounting practices	17
Misleading commnications regarding business performance to internal and external audiences	10
Personal integrity of senior management	15
A vigilant eye to ethical issues by DM boards of directors	16
Total	100
3
Announcing misleading financial information	14
A low level of integrity in the behavior of senior executives	15
Unethical financial reporting and accounting practices	20
Misleading commnications regarding business performance to internal and external audiences	20
Personal integrity of senior management	16
A vigilant eye to ethical issues by DM boards of directors	15
Total	100
4&5
Announcing misleading financial information	14
A low level of integrity in the behavior of senior executives	18
Unethical financial reporting and accounting practices	13
Misleading commnications regarding business performance to internal and external audiences	19
Personal integrity of senior management	19
A vigilant eye to ethical issues by DM boards of directors	17
Total	100
NOTE: 1&2 = not at all /somewhat serious 3 = somewhat serious 4&5 = very/extremely serious
Q3 Who is responsible for the moral and ethical culture of an organization? (check all that apply)
CEO	22
Board of Directors	18
Senior Management Team	22
All employees	11
Some combination of the above	6
All of the above	20
Total	100
Q4 What are some of the tough business decisions executives have to face that are morally and ethically challenging?
How we use customer data	17
What we promise in our adveritising and promotions to our customers about our products or services	19
What we have to do to maintain a competitive edge	12
Doing the right thing when it means you will incur a short term loss	19
Being non-discriminating in a business layoff	11
Being fair to everyone in the company in terms of compensation	12
Senior executives cutting their own compensation to save the company	11
Total	100
Q5 Do businesses need a written code of ethics?
Yes	66
No	28
Unsure	6
Total	100
Q6 What is your opinion of the following statement: "When business decision-making is linked to unethical conduct, it negatively affects the bottom line?"
TRUE	72
FALSE	15
Unsure	13
Total	100
Q7 Are there business leaders that you admire because of their ethical qualities?
Yes	81
No	10
Unsure	8
Total	100
If yes, what are the qualities you admire?
Lead by example ethically	12
Team builder	1
Honesty	17
Creativity	1
Superior execution skills	2
Mastery of finance and operations	1
Create co. values that reflect commitment to employees, customers, society and the environment	1
Communication	2
Personal interaction skills	1
Impartiality	3
Treating customers/employees properly	7
Fairness	4
Forthrightness	3
Decisiveness	1
Customers first, employees second, stockholders third, executives last	1
Speak the facts	1
Ability to deliver bad news	2
Candor	3
Make decisions based on what's good for the co., not for oneself	4
Immune to the influence of "gifts"	1
Making decisions based on the long term benefits for the co.	4
Courage	2
Trust	3
Integrity	3
Levelheadedness	2
Sincerity	1
Professionalism	2
Confidence	1
Ability to make tough decisions	2
Understand what it takes for a co. to survive while preserving the integrity of the institution	1
Compassion	1
Business experience	1
Savvy	1
Loyalty	1
Demand to be above board in all actions	1
Accept responsibility	1
Accept compensation tied to actual contributions vs. what they can get away with	1
Follow up	1
Execution	1
Total	100
Job Title
Director	29
Manager	2
Pres/CEO/GM	20
SVP/VP	33
Other, specify	16
Total	100
Job Function
Administration	11
Finance/HR	0
IT/MIS	0
Marketing	56
Operations	7
Sales	20
Other	5
Total	100
Industry
Agency	5
Catalog	19
Computer Services	2
Consulting	24
E Commerce	10
Financial	5
Fulfillment	2
Insurance	5
List	7
Non-profit	3
Publishing	7
Retail	3
Telemarketing Services	2
Telco & Utilities	2
Travel & Entertainment	2
Other, specify	2
Total	100