Download - ing MR & Ethics
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Copyright 2004John Wiley & Sons, Inc.
ManagingMarketing
Research andResearch Ethics
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Learning Objective
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Learning Objectives
1. To understand what clients want from a researchsupplier 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 Objective
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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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Learning Objective
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To understand what clients want from a
research supplier or department.
What Do Clients Want From aResearch Department or Research
Supplier?
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
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Learning Objective
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What Do Clients Want From aResearch Department or Research
Supplier?To understand what clients want from a
research supplier or department.
7. Is responsive to the clients 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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Learning Objective
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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 progressreports
CommunicationsTo appreciate the role of communication in
managing marketing research
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Learning Objective
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Managing The ResearchProcess
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
To learn about the research managementgoals of assurance of data quality, timeschedule, cost control, client profitability andstaff development.
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Learning Objective
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Managing The ResearchProcess
To learn about the research managementgoals of assurance of data quality, timeschedule, cost control, client profitability andstaff 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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Learning Objective
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Managing The ResearchProcess
To learn about the research managementgoals of assurance of data quality, timeschedule, cost control, client profitability andstaff development.
Client Profitability Management
Twenty percent of the clients generate eighty
percent of the profits.
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Learning Objective
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Staff Management and Development
Create an environment that encourages risk taking,
experimentation, and responsibility
Foster recognition and accountability
Provide job autonomy
Attract and support people with entrepreneurial
attitudes
Managing The ResearchProcess
To learn about the research managementgoals of assurance of data quality, timeschedule, cost control, client profitability andstaff development.
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Learning Objective
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Connect rewards to a business result
Open your financial books
Offer diversity within your organization
Provide clear promotional paths
Managing The ResearchProcess
To learn about the research managementgoals of assurance of data quality, timeschedule, cost control, client profitability andstaff development.
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Learning Objective
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Selecting The Right Marketing Research
Supplier
1. Determine the projects requirements
2. Assess the capabilities of alternative suppliers
3. Consider the size of the firm
4. Establish up front the individual who will be
managing the project
Managing a MarketingResearch Department
To learn about the research managementgoals of assurance of data quality, timeschedule, cost control, client profitability andstaff development.
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Learning Objective
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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. How long has the vendor been in business?
2. What other companies have they conducted research
projects?
3. What are the academic backgrounds and experiences of thosepersons who will be working on the project?
4. Does the success of the project depend on the capabilities of a
subcontractor
Managing a MarketingResearch Department
To learn about the research managementgoals of assurance of data quality, timeschedule, cost control, client profitability andstaff development.
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Learning Objective
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7. Review the quality control standards of each
potential vendors
8. The reputations of the firms must be
considered in the decision9. Avoid letting price be the sole determining
factor in the selection
Managing a MarketingResearch Department
To learn about the research managementgoals of assurance of data quality, timeschedule, cost control, client profitability andstaff development.
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Learning Objective
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Researchers Challenge
To shed their long held tradition role as a support
function
To move beyond the task of simply crunching numbersand 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
Managing a MarketingResearch Department
To learn about the research managementgoals of assurance of data quality, timeschedule, cost control, client profitability andstaff development.
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Learning Objective
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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
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Learning Objective
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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 beenpredetermined
Obtaining free advice and methodology via bid requests Making false promises
Unauthorized request for proposals
Managing Research EthicsTo review some unethical practices found
among marketing research suppliers.
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Learning Objective
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Managing Research EthicsTo examine unethical practices among
marketing research field services.
Field Service Ethics
Over reporting hours worked
Falsifying data
Use of professional respondents
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Learning Objective
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Data Collection Code of EthicsMarketingResearch Association
Issues in data collection
Accuracy of statements given to respondents Protection of respondents anonymity
Respect for the respondents right to refusecooperation
The need for parental consent before interviewingchildren
Treating respondents with respect and notattempting to influence responses
Managing Research EthicsTo examine unethical practices among
marketing research field services.
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Learning Objective
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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 oneinterview 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
Managing Research EthicsTo examine unethical practices amongmarketing research field services.
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Learning Objective
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Clients 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
Managing Research EthicsTo examine unethical practices amongmarketing research field services.
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Learning Objective
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To become familiar withrespondents rights.
Managing Research Ethics
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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Learning Objective
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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 thatprovide values, sanctions, and a social structure that
enables the company to exist
Managing Research EthicsMethods by which the level of professionalism in
marketing research can be raised
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Learning Objective
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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
CASROraising professionalism in the marketing
research industry
Managing Research EthicsMethods by which the level of professionalism in
marketing research can be raised
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Learning Objective
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Researcher Certification
Licensing
Certification
See Exhibit 19.4 The Pros and Cons of Certification
Managing Research EthicsMethods by which the level of professionalism
in marketing research can be raised
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Learning Objective
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SUMMARY
Marketing Research Supplier Management
Managing a Marketing Research Department
Marketing Research Ethics
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Learning Objective
The End
Copyright 2004 John Wiley & Son, Inc