Do no harm: think about the ramifications of the research
This is similar to biomedical research ethics, but the harms and ways harms could be caused is different in social science research. Research done "in the field" can encompass people's whole lives. You have to consider who might read what I publish, and what might they do with the information?
Here's an example of unintended consequences from the publishing of social science research: "In 1962 the US Department of Commerce, without permission from the author, translated from French into English the anthropologist Georges Condominas' ethnographic account of Montagnard village life in the central highlands of Vietnam, Nous Avons Mangé la Forêt. The Green Berets used the document for assassination campaigns targeting village leaders. For years, neither publisher nor author knew this work had been reprinted in English for military ends. In 1972 Condominas described his anger at this abuse of his humanistic work, saying: "How can one accept, without trembling with rage, that this work, in which I wanted to describe in their human plenitude these men who have so much to teach us about life, should be offered to the technicians of death - of their death!... You will understand my indignation when I tell you that I learned about the "pirating" (of my book) only a few years after having proof that Srae, whose marriage I described in Nous Avons Mangé la Forêt, had been tortured by a sergeant of the Special Forces in the camp of Phii Ko." (Condominas 1973:4)