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Chapter FifteenChapter Fifteen
Copyright © 2006John Wiley & Sons, Inc.
Managing Marketing
Research and Research
Ethics
John Wiley & Son, Inc 2
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.
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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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To understand what clients want from a research supplier or department
Marketing Research Supplier
Management• Top Ten Things A Client Wants In A
Research Company Or Department1. 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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To understand what clients want from 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
Marketing Research Supplier
Management
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• Communications– 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 progress reports
To appreciate the role of communication in managing marketing research
Marketing Research Supplier
Management
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• Managing the Research Process– 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 management goals of assurance of data quality, time schedule, cost control, client profitability and staff development
Marketing Research Supplier
Management
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To learn about the research management goals of assurance of data quality, time schedule, cost control, client profitability and staff 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.
Marketing Research Supplier
Management
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To learn about the research management goals of assurance of data quality, time schedule, cost control, client profitability and staff development.
• Client Profitability Management
– “Twenty percent of the clients generate eighty percent of the profits”.
Marketing Research Supplier
Management
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• Staff Management and Development1. Create an environment that encourages risk
taking, experimentation, and responsibility
2. Foster recognition and accountability
3. Provide job autonomy
4. Attract and support people with entrepreneurial attitudes
To learn about the research management goals of assurance of data quality, time schedule, cost control, client profitability and staff development.
Marketing Research Supplier
Management
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5. Connect rewards to a business result
6. Open your financial books
7. Offer diversity within your organization
8. Provide clear promotional paths
To learn about the research management goals of assurance of data quality, time schedule, cost control, client profitability and staff development
Marketing Research Supplier
Management
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• Selecting The Right Marketing Research Supplier
1. Determine the project’s 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 Marketing Research
Department
To learn about the research management goals of assurance of data quality, time schedule, cost control, client profitability and staff development
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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 those persons who will be working on the project?
4. Does the success of the project depend on the capabilities of a subcontractor
To learn about the research management goals of assurance of data quality, time schedule, cost control, client profitability and staff development.
Managing a Marketing Research
Department
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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 decision
9. Avoid letting price be the sole determining factor in the selection
To learn about the research management goals of assurance of data quality, time schedule, cost control, client profitability and staff development
Managing a Marketing Research
Department
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• Researcher’s Challenge– To shed their long held tradition role as a support
function
– To move beyond the task of simply crunching numbers and 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
To learn about the research management goals of assurance of data quality, time schedule, cost control, client profitability and staff development.
Managing a Marketing Research
Department
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To examine some unethical practices found among marketing research suppliers, clients, & marketing research field services
• 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– Allowing Subjectivity into the Research
Marketing Research Ethics
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– Abuse of respondents– Most common problem: lengthy interviews
– Refusal rate now averages 60 percent.
– Selling unnecessary research
– Violating client confidentiality
• Client Ethics– Requesting when a supplier has been predetermined
– Obtaining free advice and methodology via bid requests
– Making false promises
– Unauthorized request for proposals
To examine some unethical practices found among marketing research suppliers, clients, & marketing research field services
Marketing Research Ethics
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• Field Service Ethics– Over reporting hours worked– Falsifying data– Use of professional respondents
To examine some unethical practices found among marketing research suppliers, clients, & marketing research field services
Marketing Research Ethics
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• Data Collection Code of Ethics—Marketing Research Association– Issues in data collection
• Accuracy of statements given to respondents• Protection of respondents anonymity• Respect for the respondent’s right to refuse
cooperation• The need for parental consent before interviewing
children• Treating respondents with respect and not
attempting to influence responses
To examine some unethical practices found among marketing research suppliers, clients, & marketing research field services
Marketing Research Ethics
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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 one interview 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
To examine some unethical practices found among marketing research suppliers, clients, & marketing research field services
Marketing Research Ethics
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– Client’s 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
To examine some unethical practices found among marketing research suppliers, clients, & marketing research field services
Marketing Research Ethics
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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
Marketing Research Ethics
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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 that provide values, sanctions, and a social structure that enables the company to exist
Methods by which the level of professionalism in marketing research can be raised
Marketing Research Ethics
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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
• CASRO—raising professionalism in the marketing research industry
Marketing Research Ethics
Methods by which the level of professionalism in marketing research can be raised
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– Researcher Certification• Licensing
• Certification
Marketing Research Ethics
Methods by which the level of professionalism in marketing research can be raised
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SUMMARY
• Marketing Research Supplier Management
• Managing a Marketing Research Department
• Marketing Research Ethics