ethical issue in marketing research"

PRESENTED BY:-

RAHUL KUMAR

The function that links an organization to its market through the gathering the information

By :- AMERICAN MARKETING ASSOCIATION

Formal communication link with the environment to provide accurate and useful information for better decision making.

 Systematic process of specifying, collecting, analyzing, and interpreting.

 Useful for planning, problem-solving, and controlling

1. Define the Research Problem2. Determine Research Design3. Defining the information need 4. Designing data collection method /

forms 5. Analyze and Interpret Data6. Communicate Results

let discuss the various steps and related issues with these steps..

Identification of problem Convert management problem in

research problem. There are three types of

situations:-Unnoticed opportunities

Latent difficulties

Overt difficulties

The issue arise if the process of defining the problem and developing an approach is compromised by the personal agendas of client(DM) or researcher.

The market research has four stakeholders:-

These stake holder have certain responsibilities to one another and research projects.

RESEARCH DESIGNA framework or blueprint for conducting the marketing research project. It specifies the details of the procedures necessary for obtaining the information needed to structure and solve marketing research problems.

RESEARCH DESIGN

EXPLORATORY

DESCRIPTIVE

CAUSAL

During the research design stage not only are the concern of the researcher and the clients involved ,but also the right of the respondents must be respected

The basics questions of the research design that should be adopted has ethical overtone.

The researcher must ensure the utility of the research

The need of primary or secondary data is determined .

Issues in determining information need :- The researcher is ethically obligated to

insure the relevance and usefulness of secondary data to be problem at hand.

The secondary data should be evaluated by the criteria

It is also important that data were collected using procedures that are morally appropriate.

Gather factual information. Once the basic research plan has been completed, the needed information can be collected by mail, telephone or personal interviews, by observation, or from commercial or government data source. The choice depends on the plan and available source of information.

Methods of Data Collection  Personal Interview Telephone Interview Mail Survey Fax Survey E-mail Survey Web-based Survey

  Misrepresentation of Data Collection Process Stems From

Representation of a marketing activity other than research as research

Abuse of respondents rights during the data collection process, under the rationale of providing better quality research. E.G.,

Use of survey for selling purposes

Use of survey to obtain names and addresses of prospects for direct marketing

    The Rights of the Respondents Can Be Violated By

Not mentioning to the respondent that a follow up interview will be made

Using hidden tape recorders

Not debriefing the respondent

Conducting simulated product tests in which identical product is tried by respondent except for variations in color

Purpose of the analysis is to interpret and draw conclusions from the mass of collected data

  Ethical Issues in Analyze and Interpret Data:- Must select appropriate analytic tools to match

data, research objectives, and information needs

Researchers must remember to speak in managerial terms rather than in the terminology understood only by research specialists

Reports should outline technical details of the research project and methods in an appendix, if at all

Researchers should spell out their conclusions in clear, concise, and actionable terms  

After analyzing data , report is prepared on the basis of findings of research.

Issues in report preparation:- Principle of clarity and precision. Principle of objectivity Principle of coherence Use of chart and diagram

Type of information Nature of decision Time constraints Resource requirement Benefits vs cost

Adequacy Correctness Tailor made Relevancy Up to date

Cost Time Demography Geography Communications Accuracy

Unethical activities by client/research user

Unethical activities by the research provider

Unethical activities by respondent

Emic and etic are the terms used to refer

two different kinds of data concerning human behavior. The word is taken from Anthropology

Emic =internal , etic =externalYoung people may not have emic

awareness of themselves where from etic point