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Activity 4.11: Marketing research (Ethics (Safeguarding personal date,…
Activity 4.11: Marketing research
Roles
Definition: Collection and analysis of information
Questions - business planning cycle
Information needed?
Research needed?
Who will use it and how?
Strategic goals?
Info make difference?
Type of information provided
public consultation
communications
policy development, implementation, evaluation
public relations
product development
attitudinal
Behavioural
market measurement
The process
The stages
4:Main research collection
5: Analysis and interpretation
3: Refining research design
2; Exploratory research
6: Reporting findings
1: Research planning
Types of data
Qualitative
Textual or verbal
Quantitative
numerical data
Ethics
Safeguarding personal date
privacy, protecting research participants
Misusing data for own benefit
UK's MRS's code of conduct
AMA's code of ethics