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[CHAPTER 1] Marketing Research for Managerial Decision Making (Ethics in…
[
CHAPTER 1
]
Marketing Research for Managerial Decision Making
Ethics in Marketing Research Practices
Unethical Activities by the Respondents
Providing dishonest answer or faking behavior
Unethical Activities of the Client/Research User
Clients overstate the results of a marketing research project
Promising a long-term relationship or additional projects in order to obtain very low price on the initial research project
Requesting detailed research proposals from several competing research providers with no intention of actually selecting a firm to conduct the research
Abuse of Respondents
De-anonymizing data
Combining different publicly available information, usually unethically, to determine consumer's identities, especially on the Internet
Sugging/frugging
Claiming that a survey is for research purposes and then asking for a sale or donation
Subject debriefing
fully explaining to respondents any deception that was used during researdh
Research firms use "fake" sponsors
State that the interviews are very short when in reality tehy may last an hour or more
Not provide the promised incentive (contest awards, gifts, money) to respondents for completing interviews or questionaires
Conducting Research Not Meeting Professional Standards
Falsifying data
[
SOLUTION
] To minimize the likelihood of data falsification, research companies typically randomly verify 10 to 15 percent to the interviews through callbacks
Having friends and relatives fill out survey
Curbstoning/rocking-chair interviewing
(occurs when the researchers trained the interviewers or observers, rather than conducting interviews or observing respondent's actions s directed in the study, will complete the interviews themselves or make up "observed" respondent's behaviors)
Client pressure
[
SOLUTION
] The provider should advise the client that the results are likely to provide unreliable results before engaging in the research
Cost cutting (resulting in sample size reduction
To perform research to prove a predetermined conclusion
Follow the client's wishes
[
SOLUTION
]The client should be referred to another research provider
Agree to do a study even though the firm does not have the expertise to conduct that kind of study needed by client.
using the methodology that the client want even though the research firm feels that method won't answer the research question posed by the client)
Ethical Questions in General Business Practices
Branded black-box methodologies
[
SOLUTION
]Choose another suppliers
Maintain client confidentiality
Selling of unecessary or unwarranted research sevices
( selling nonessential services)
Unethical pricing
Major sources of ethical issues in MR are the interactions among 3 key groups
the respondents
the research information users
the researcher information providers
The Marketing Research Industry
Changing Skill for a Changing Industry
More Specific
Negotiation Skills
Foreign language competency
Presentation Skills
Computer Proficiency
The ability to understand & interpret secondary data
Statistical Skills (kĩ năng thống kê)
Interpersonal Skills (ability to work with others)
Communication Skills (verbal &written)
Types of Marketing Research Firms
External
(External sources, usually referred to as MR suppliers; perform all aspects of the research, including study design, questionaire production, interviewing, data analysis, and report preparation)
Standarized research firms
Syndicated business services
Include the purchase of diary panels, audits, and advertising recall data made or developed from a common data pool or database
Follow an established, common approach in research design so the results of a study conducted for on client can be compared to norms from studies done for other clients
Provide more general services
Customized research firms
Many customized research firms concentrate their activity in one specific area such as brand-name testing, test marketing, or new-product development
Provide specialized, highly tailored services to the clients
Benefits
Companies can choose external suppliers on a study-by-study basis and thus gain greater flexibility in scheduling studies as well as match specific project requirements to the talents of specialized research firms
Provide specialized talents that, for the same cost, internal suppliers could not provide
Be more objectives and less subject to company politics & regulations
Internal
(Internal research providers are typically organizational units that reside within a company)
Benefits
Research method consistency
Shared information across the company
Ability to produce actionable research results
Lower research costs