Marketing ethics has been receiving increased research attention, particularly within the past 10 years. One area of interest in the topic has been development of models, or frameworks, for analyzing ethical decision making in marketing. Few of the models have been tested empirically. In addition, the existing frameworks suffer from certain limitations. This article presents an alternate approach for analyzing ethical decision making in marketing and discusses the results of a field test of the approach. Study results suggest that the framework has promise as a means with which to study marketers' ethical decision making.