Transcript Marketing Information Systems & Ethics in Marketing Research

Ethics and Organizational Issues
in Marketing Research
Marketing Research & Ethics
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Examples of Ethical Dilemmas in Marketing
Research
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Company A gets poor response rates in its mail
surveys so uses fictitious letterhead labeled
“Public Opinion Research Inc.” (Misidentification)
80% of physicians recommend that consumers
use no margarine. Of the remaining 20%, a
majority recommend brand A. Brand A’s ads say - “Recommended by Physicians”
(Misinterpretation)
Marketing Research & Ethics
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Examples of Ethical Dilemmas in Marketing
Research
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ABC Marketing calls customers on the phone to “assess their
satisfaction with their current house.” After getting customer
opinions, ABC tries to “sell” customers the new siding. (Sales
disguised as research)
Company X is required by its state’s Public Service Commission
(PSC) to assess the impact of a rate increase on low income
customers. Company X’s research shows that low-income
consumers would be adversely affected by the rate change.
When asked by the PSC how the rate change would affect such
customers, Company X says they did no research to answer this
question. (Misrepresentation)
Marketing Research & Ethics
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Should Researchers be Concerned About
Ethics -- YES!
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Ethical practices enhance the public’s acceptance
of marketing research
Ethical practices can improve marketers’
sensitivity to their customers
Ethical practices can help forestall government
intervention and regulation
Marketing Research & Ethics
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What Researchers owe Respondents
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Duty not to engage in deceptive practices
Duty not to invade privacy
Duty to manifest concern for respondents
Marketing Research & Ethics
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What Researchers owe Clients
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Forthright research designs
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Avoid unneeded research
Designs that fit the budget of the clients
Researchers’ responsibilities
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No over billing
Confidentiality
Eliminate conflicts of interest
Marketing Research
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What Researchers owe the Public
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Accurate reporting
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No incomplete reports
No misleading reports
Objective Reporting
Organizational Issues in MR
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Gathering Marketing Research Information
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Level 1: Organizations have a need for
information to help them make decisions
Level 2: Research Suppliers
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Custom and syndicated research providers
Design and obtain needed studies
Level 3: Data Collectors
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Field service organizations
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Personal / Telephone interviewers
Focus group facilitators
Level 4: Respondents
Organizational Issues in MR
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Marketing Research Successes
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Works best when organizations have a
commitment to research (top management
commitment)
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View research as in investment (not a cost)
Work with Level 2, 3, and 4 organizations as partners
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Share mission, objectives, etc.
Watch for these danger signals
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Magic techniques (there is no magic)
Guaranteed solutions (no guarantees – you are gathering
information to help make decisions)
Organizational Issues in MR
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Marketing Research Successes
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Watch for these danger signals (continued)
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Price variance – cheapest may not be the best (but may not
be the worst)
Making research successful
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Clear objectives
Build relationships with Levels 2, 3, and 4
View research as a process (one study may not get it done)