Lecture Marketing research - Chapter 15: Managing marketing research and research ethics

CHAPTER Fifteen

Learning Objectives

Managing
Marketing
Research and
Research
Ethics

Copyright © 2004
John Wiley & Sons, Inc.


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.


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 understand what clients want form
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.


Managing The Research
Process

Learning Objectives
To learn about the research
management goals of assurance of
data quality and cost control.

• Research Management Defined
• 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

Managing
The The
Research
Process
Managing
Research

Process

Learning Objectives
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.


Managing The Research
Process

Learning Objectives

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.”.


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

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


Learning Objectives

Summary

• What Do Clients Want From a Research Department or
Research Supplier?
• Managing The Research Process
• Managing Research Ethics


Learning Objectives

The End

Copyright © 2002 South-Western/Thomson Learning