Transcript No Slide Title

CHAPTER nineteen
Learning Objectives
Managing
Marketing
Research and
Research
Ethics
Copyright © 2002
South-Western/Thomson Learning
Learning Objectives
Learning Objectives
1. To understand what clients want from a research
supplier or department.
2. To appreciate the role of communications in
managing marketing research.
3. To learn about the research management goals
of assurance of data quality, cost control,
adherence to time schedules, maintenance of
client profitability, and staff development.
Learning Objectives
Learning Objectives
4. To examine unethical practices among
marketing research suppliers, clients, and
marketing research field services.
5. To become familiar with respondents’ rights.
6. To discover methods by which the level of
professionalism in marketing research can
be raised.
What Do Clients Want From a
Research Department or Research
Supplier?
Learning Objectives
To understand what clients want
form a research supplier or
department.
Top Ten things a client wants in a research company or
department
1. Maintains client confidentiality
2. Is honest
3. Is punctual
4. Is flexible
5. Delivers against projects specifications
6. Provides high-quality output
What Do Clients Want From a
Research Department or Research
Supplier?
Learning Objectives
To appreciate the importance and role
of communications in managing
marketing research.
7. Is responsive to the client’s needs
8. Has high quality-control standards
9. Is customer-orientated in interactions with client
10. Keeps the client informed throughout a project.
Communication with Clients
• Every project should have a liaison person
• Before project begins, go over project objectives,
methodology, and timing.
• Progress reports.
Managing The Research
Process
Learning Objectives
To learn about the research
management goals of assurance of
data quality and cost control.
Five goals beyond excellent communications:
Data Quality
• Minimize sources of error
• Careful proof reading of al text, charts, and graphs
Time Management
Keep the project on schedule
Two problems:
• The incident rate problem
• A longer-than-anticipated interview.
Learning Objectives
Managing
The The
Research
Process
Managing
Research
Process
To learn about the research
management goals of assurance of
data quality and cost control.
Managing Costs
• Capture data collection and other costs daily.
• Daily reporting of costs to project managers.
• Communicate the budget picture to clients and
managers.
• Quickly identify over-budget situations
• Offer options to client early in the process.
The Incidence Rate Problem
Know the incidence rate.
Learning Objectives
Managing The Research
Process
To learn about the research
management goals of assurance of
data quality and cost control.
Client Profitability Management
“Twenty percent of the clients generate eighty percent
of the profits.”.
Staff Management and Development
1. Encourage risk-taking, experimentation, and
responsibility.
2. Foster recognition and accountability.
3. Provide job autonomy within a structure.
4. Attract and support people with entrepreneurial
attitudes.
Learning Objectives
Managing The Research
Process
To learn about the research
management goals of assurance of
data quality and cost control.
5. Connect rewards to a business result.
6. Open your financial books.
7. Offer diversity within your organization.
8. Provide clear promotional paths.
Managing Research Ethics
Learning Objectives
To review some unethical practices
found among marketing research
suppliers.
Ethics:
Moral principles or values generally governing the conduct
of an individual or group.
Not a one-way relationship.
Research Supplier Ethics
• Low-ball Pricing
• Underpaying Field Services
• Lack of Objectivity
Managing Research Ethics
Learning Objectives
To examine unethical practices
among research suppliers, clients,
and field services.
Abuse of Respondents
•Most common problem: lengthy interviews
•Refusal rate now averages 60 percent.
• Selling Unnecessary Research
• Violating Client Confidentiality
Research Client Ethics
• Issuing Bid Requests When a Supplier Has Been
Predetermined
• Obtaining Free Advice and Methodology Via Bid
Requests
Managing Research Ethics
Learning Objectives
To examine unethical practices
among marketing research field
services.
• Making False Promises
• Unauthorized Requests for Proposals
Field Service Ethics
• Overreporting Hours Worked
• Falsifying Data
• Use of Professional Respondents
Managing Research Ethics
Learning Objectives
To examine unethical practices
among marketing research field
services.
Data Collection Code of Ethics
• Accuracy of statements given to respondents to
secure cooperation.
• Protection of respondent anonymity
• Respect for the respondent’s right to refuse
cooperation.
• The need for parental consent before interviewing
children.
• Treating respondents with respect and not attempting
to influence responses.
Learning Objectives
Managing Research Ethics
To become familiar with respondent’s
rights.
Respondent Rights
• The Right to Choose to Participate
• The Right to Safety
• The Right to be Informed
• The Right to Privacy
Ethics and Professionalism
Learning Objectives
To discover methods by which the
level of professionalism in marketing
research can be raised.
A marketing researcher accepts personal responsibility
for:
1. Employees’ needs and desires and the long-range
best interests of the organization.
2 People directly affected by company activities and
their long-range goodwill and best interests.
3. Social values and conditions for society at large that
provide values, sanctions, and a social structure that
enables the company to exist..
Ethics and Professionalism
Learning Objectives
To discover methods by which the
level of professionalism in marketing
research can be raised.
Indications of a Lack of Professionalism in the
Research Industry
• Push Polls
• Sales Pitches Disguised as Research
Fostering Professionalism
Marketers that most need to think, believe, and behave as
professionals are those in marketing research.
Ethics and Professionalism
Learning Objectives
To discover methods by which the
level of professionalism in marketing
research can be raised.
The Efforts of CASRO
• Sponsored several symposia that deal with ethical
issues in survey research.
• Worked with other groups to provide input to
legislatures considering antimarketing research
legislation.
Is There a Need for Researcher Certification?
Certification:
Not a license.
Ethics and Professionalism
Learning Objectives
To discover methods by which the
level of professionalism in marketing
research can be raised.
License:
A mandatory procedure administered by
government.
Certification:
A voluntary program administered by a
nongovernmental body that provides a credential for
differentiation in the marketplace.
Learning Objectives
Summary
• What Do Clients Want From a Research Department or
Research Supplier?
• Managing The Research Process
• Managing Research Ethics
• Ethics and Professionalism
Learning Objectives
The End
Copyright © 2002 South-Western/Thomson Learning