Transcript ch15

Managing
Marketing Research
and Research Ethics
Chapter
Fifteen
Copyright © 2006
John Wiley & Sons, Inc.
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.
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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
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Marketing Research
Supplier Management
•
To understand what clients want from a
research supplier or department
Top Ten Things A Client Wants In A Research
Company Or Department
1.
2.
3.
4.
5.
6.
Maintains client confidentiality
Is honest
Is punctual
Is flexible
Delivers against projects specifications
Provides high-quality output
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Marketing Research
Supplier Management
To understand what clients want from a
research supplier or department
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
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Marketing Research
Supplier Management
To appreciate the role of communication in
managing marketing research
• Communications
– Liaison
• Must communicate accurately honestly and frequently
with client
• Should go over the project objectives, methodology, and
timing with client
• Client should sing off on the questionnaire
• Ascertain how often the client wants progress reports
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Marketing Research
Supplier Management
To learn about the research management
goals of assurance of data quality, time
schedule, cost control, client profitability and
staff development
• Managing the Research Process
– Research Management
• Data Quality Management
– Integrity and Quality of Data
– Procedures
– Time Management
• Keep Project on Schedule
• Two Problems
– The incident rate problem
– A longer-than-anticipated interview
– System to Control Schedules
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Marketing Research
Supplier Management
To learn about the research management
goals of assurance of data quality, time
schedule, cost control, client profitability and
staff development.
• Costs Management
– 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.
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Marketing Research
Supplier Management
To learn about the research management
goals of assurance of data quality, time
schedule, cost control, client profitability and
staff development.
• Client Profitability Management
– “Twenty percent of the clients generate eighty
percent of the profits”.
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Marketing Research
Supplier Management
•
To learn about the research management
goals of assurance of data quality, time
schedule, cost control, client profitability and
staff development.
Staff Management and Development
1. Create an environment that encourages risk
taking, experimentation, and responsibility
2. Foster recognition and accountability
3. Provide job autonomy
4. Attract and support people with
entrepreneurial attitudes
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Marketing Research
Supplier Management
5.
6.
7.
8.
To learn about the research management
goals of assurance of data quality, time
schedule, cost control, client profitability and
staff development
Connect rewards to a business result
Open your financial books
Offer diversity within your organization
Provide clear promotional paths
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Managing a Marketing
Research Department
•
To learn about the research management
goals of assurance of data quality, time
schedule, cost control, client profitability and
staff development
Selecting The Right Marketing Research
Supplier
1.
2.
3.
4.
Determine the project’s requirements
Assess the capabilities of alternative suppliers
Consider the size of the firm
Establish up front the individual who will be
managing the project
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Managing a Marketing
Research Department
To learn about the research management
goals of assurance of data quality, time
schedule, cost control, client profitability and
staff development.
5. Research department manager needs to become
acquainted with the backgrounds of the potential
vendors
6. Questions that should be asked to determine the
stability of the company
1.
2.
3.
4.
How long has the vendor been in business?
What other companies have they conducted research
projects?
What are the academic backgrounds and experiences of those
persons who will be working on the project?
Does the success of the project depend on the capabilities of a
subcontractor
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Managing a Marketing
Research Department
To learn about the research management
goals of assurance of data quality, time
schedule, cost control, client profitability and
staff development
7. Review the quality control standards of each
potential vendors
8. The reputations of the firms must be
considered in the decision
9. Avoid letting price be the sole determining
factor in the selection
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Managing a Marketing
Research Department
To learn about the research management
goals of assurance of data quality, time
schedule, cost control, client profitability and
staff development.
• Researcher’s Challenge
– To shed their long held tradition role as a support
function
– To move beyond the task of simply crunching numbers
and churning out results
– To begin to understand the underlying business issues
at stake and adjust the information they gather and
how they analyze it
– To reach out to other departments, building
relationships and a better understanding of the issues
companywide
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Marketing
Research Ethics
To examine some unethical practices found
among marketing research suppliers,
clients, & marketing research field services
• 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
– Allowing Subjectivity into the Research
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Marketing
Research Ethics
To examine some unethical practices found
among marketing research suppliers,
clients, & marketing research field services
– Abuse of respondents
– Most common problem: lengthy interviews
– Refusal rate now averages 60 percent.
– Selling unnecessary research
– Violating client confidentiality
• Client Ethics
–
–
–
–
Requesting when a supplier has been predetermined
Obtaining free advice and methodology via bid requests
Making false promises
Unauthorized request for proposals
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Marketing
Research Ethics
To examine some unethical practices found
among marketing research suppliers,
clients, & marketing research field services
• Field Service Ethics
– Over reporting hours worked
– Falsifying data
– Use of professional respondents
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Marketing
Research Ethics
To examine some unethical practices found
among marketing research suppliers,
clients, & marketing research field services
• Data Collection Code of Ethics—Marketing
Research Association
– Issues in data collection
• Accuracy of statements given to respondents
• Protection of respondents 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
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Marketing
Research Ethics
To examine some unethical practices found
among marketing research suppliers,
clients, & marketing research field services
– Field services responsibilities
• Research should be conducted per client
specifications
• The confidentiality of techniques, information,
clients, and respondents will be protected
• Multiple surveys are not administered sequentially
during one interview without expressed permission
• Research results are reported accurately and
promptly
• No misrepresentations are made with regard to
qualifications, experience, skills, or facilities
• Membership in the MRA is not to be used as proof of
competency
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Marketing
Research Ethics
To examine some unethical practices found
among marketing research suppliers,
clients, & marketing research field services
– Client’s responsibilities
• Clients will provide safe products/services and
disclose all product contents
• Clients will provide instructions
• Clients will not request activities that violate the
code or are prohibited by law
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Marketing
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
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Marketing
Research Ethics
Methods by which the level of
professionalism in marketing research can
be raised
• Ethics and Professionalism
– Business ethics
• Employees’ needs and desires and the long-range
best interests of the organization
• People directly affected by company activities and
their long-range goodwill and best interests (creates
good publicity for the firm)
• Social values and conditions for society at large that
provide values, sanctions, and a social structure that
enables the company to exist
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Marketing
Research Ethics
Methods by which the level of
professionalism in marketing research can
be raised
– Challenges to professionalism
• Push polls
• Sales pitches disguised as research
– Fostering Professionalism
• Profession versus professionalism
• Council of American Survey Research Organizations
(CASRO)-trade association representing full-service
marketing research firms
• CASRO—raising professionalism in the marketing
research industry
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Marketing
Research Ethics
Methods by which the level of
professionalism in marketing research can
be raised
– Researcher Certification
• Licensing
• Certification
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SUMMARY
• Marketing Research Supplier Management
• Managing a Marketing Research Department
• Marketing Research Ethics
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The End
Copyright © 2006 John Wiley & Son, Inc
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