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


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


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


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


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


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




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




Client Profitability Management

Twenty percent of the clients generate eighty

percent of the profits.


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Learning Objective


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




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Learning Objective


Connect rewards to a business result

Open your financial books

Offer diversity within your organization

Provide clear promotional paths




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Learning Objective


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



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Learning Objective


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




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Learning Objective


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




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Learning Objective


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




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Learning Objective


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


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


Managing Research EthicsTo examine unethical practices among


Field Service Ethics

Over reporting hours worked

Falsifying data

Use of professional respondents


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Learning Objective


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



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Learning Objective


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


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


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


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


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


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


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

ing mr & ethics

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