Transcript Ethics in Marketing Research

CLASSIFYING RESEARCH
BASIC RESEARCH
APPLIED RESEARCH
Basic Marketing Research
Expands existing knowledge base
Becomes part of public domain
Published in scholarly journals
Conducted primarily by individuals with
terminal degrees
Used for purposes of theory discovery and
theory verification
Applied Marketing
Research
Conducted in order to solve specific realworld problems
Usually propriety information
Employs knowledge gained in basic
research
Research Suppliers
External
Internal
Full Service
Limited Service
Full Service
 Syndicated Data Services - collect information that is
available to multiple subscribers
 Standardized Services - the service used to collect the
data is standardized but the data collected is unique to
each buyer
 Customized Services - the research service provided to
each client is tailored to meet needs of that client
Limited Service
 Field Services - specialize in data collection
 Market Segment Specialists - specialize in conducting
research pertaining to particular market segments
 Data Entry Services - specialize in editing and coding
questionnaires and entering data
 Sample Design & Distribution Services - provide
distribution lists to firms and/or conduct surveys
 Data Analysis Services - analyze data already
collected
 Specialized Research Technique Firms - employ
highly -specialized services such as eye-tracking, skinresponse testing, brand naming, packaging services
Ethics in Marketing Research
 Objectivity in Interpretation
purposely withholding information
changes in wording from original survey
overstating generalizability of findings
 Integrity in Data Collection
false data
failure to abide by agreed-upon data collection
procedures
Ethics in Marketing Research
 Proper treatment of subjects
lack of privacy in responses
harmful treatment of subjects
 Plagiarism
copying another’s survey instrument
reporting another’s results as your own
Ethics in Marketing Research
Deontology - Focuses on individuals’
rights
Teleology - Focuses on trade-offs between
individual costs and group benefits
Ethics in Marketing Research
Sugging - selling under the guise of a
survey (Illegal)
Frugging - fund raising under the guise of
a survey (Unethical)
Ethics in Marketing Research
If you think you might be doing something unethical, it
probably is unethical.