Caminhos teórico-metodológicos para pesquisar comportamento ético no processo decisório de profissionais de publicidade

The article narrates the experience of creating the methodological protocol to investigate ethical behavior in the decision-making process of advertising professionals. Proposing to diversify research methods related to ethics in the advertising field, we planned a multi-method strategy structured into two plateaus: 1) advertising content -advertisements broadcast in the regions covered by the research in addition to ethical processes judged by Conar; 2) professionals -observation of subjects involved in advertising activity. The multimethodological arrangement articulates the Narrative Interview with Portfolio and Simulated Jury.The protocol validation test encourages the expansion of observation techniques for advertising professionals