ethical issue in marketing research"
DESCRIPTION
Hello friends its me Rahul....this is the presentation of " ethical issue in marketing research"........ hope it will help you a lot........ if you hahe any suggestion pls send me in my email........ [email protected] are always welcome...... thanks & best of luck......TRANSCRIPT
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