Lecture Marketing research - Chapter 15: Managing marketing research and research ethics

In this chapter, you will learn to: Understand what clients want from a research supplier or department; appreciate the role of communications in managing marketing research; learn about the research management goals of assurance of data quality, cost control, adherence to time schedules, maintenance of client profitability, and staff development;...

Copyright © 2004 John Wiley & Sons, Inc.

Managing Marketing Research and

Research Ethics

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.

Learning Objectives

4 To examine unethical practices among

marketing research suppliers, clients, and marketing research field services.

5 To become familiar with respondents’ rights.

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

To understand what clients want form a research supplier or

department.

What Do Clients Want From a

Research Department or Research

Supplier?

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

To understand what clients want form

a research supplier or department.

What Do Clients Want From a

Research Department or Research

Supplier?

To learn about the research management goals of assurance of data quality and cost control.

Managing The Research

Process

• Research Management Defined

• 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

Managing Costs

• 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

The Incidence Rate Problem

Know the incidence rate

Managing The Research Process Managing The Research

Process

To learn about the research management goals of assurance of data quality and cost control.

Client Profitability Management

“Twenty percent of the clients generate eighty percent

of the profits.”

Managing The Research

Process

To learn about the research management goals of assurance of data quality and cost control.

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

To review some unethical practices found among marketing research suppliers.

Managing Research Ethics

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 Been

Predetermined

• Obtaining Free Advice and Methodology Via Bid

Requests

To examine unethical practices among research suppliers, clients, and field services.

Managing Research Ethics

• Making False Promises

• Unauthorized Requests for Proposals

Field Service Ethics

• Overreporting Hours Worked

• Falsifying Data

• Use of Professional Respondents

Managing Research Ethics To examine unethical practices

among marketing research field services.

Respondent Rights

• The Right to Choose to Participate

• The Right to Safety

• The Right to be Informed

• The Right to Privacy

To become familiar with respondent’s rights.

Managing Research Ethics

• What Do Clients Want From a Research Department or Research Supplier?

• Managing The Research Process

• Managing Research Ethics

Summary

The End

Copyright © 2002 South-Western/Thomson Learning