The correct answer to this open question is the following.
Although there are no options attached, we can say the following.
For the ethical researcher, the major problem with deception is that it tends to involve direct attacks on other people’s consent.
And of course, that is not ethical and professional researchers and companies shouldn't ever do that.
Researchers need to be very honest and clear about the purpose of research, the instruments used, the risks -if there are any- and the way results are going to be used.
Researchers also have to get the written consent from the people that are going to be part of the study. This way, participants are going to be aware of any details.