Transcript Stages in the Research Process

The Process of
Marketing Research
Chapter 3
Program Strategy:
What type of studies should the firm
conduct?
• Company philosophy of how marketing
research fits into its marketing plan
• Specifies:
1.Should we do it? – (For what purpose?)
2.How often?
3.What kind? – (Types of studies)
Project Strategy:
How should the study be conducted?
• How individual studies are designed
• “Now that we’ve decided to go ahead
with marketing research, how should we
proceed?”
Summary of Marketing Research
Strategies

Program – What type of studies should
our firm conduct?

Project – How should a particular study
be conducted?
Stages in the Research Process
Formulate Problem
Determine Research Design
Determine Data Collection Method
Design Data Collection Forms
Design Sample and Collect Data
Analyze and Interpret the Data
Prepare the Research Report
Ch. 3
The Concept of Total Error
Most Important Error in M.R.
Poorly Written
Research Report
Poor Problem
Formulation
Poor Logic
Improper Use of
Statistical Procedures
TOTAL
ERROR
Inadequate
Sample Size
Selection of
Improper Research
Design
Poor Data
Collection Methods
Inadequate
Sample Design
Ch. 3
What are Ethics?

The moral principles and values that
govern the way an individual or group
conducts its activities

Marketing ethics are the principles,
values, & standards of conduct followed
by marketers.
Who Needs Ethics?
1.
2.
The Sponsor
The Supplier (The Researcher)
A.Client
B.Research Team
C.Respondent
3.
The Respondent
Ch. 3
The Sponsor’s Ethics
 Overt
& Covert Purposes
 Dishonesty in Dealing with
Suppliers
 Misuse of Research
Information
• selling data
Ch. 3
The Supplier’s Ethics
 CLIENT
• Violating Client Confidentiality
• Improper Execution of Research
 RESEARCH
TEAM MEMBERS
 PARTICIPANTS (next slide)
Ch. 3
Researchers’ Responsibility to
Participants/Respondents

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The right to privacy
The right to safety
The right to know the true purpose of the
research
The right to the research results
The right to decide which questions to
answer
The right to refuse
Ch. 3
The Respondents’ Ethics

Ethical obligation to provide the supplier
& client with honest & truthful answers

Can abstain from answer BUT CANNOT
give false information
Ch. 3
Ethical Viewpoints

Teleology: focuses on welfare or good
of a group or society
• Also called utilitarianism
• Focuses on costs & benefits for ALL

Deontology: focuses on welfare & good
at the individual level
Ch. 3
IRB
http://www.msstate.edu/dept/compliance/ir
b/index.html