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;...

CHAPTER Fifteen Learning Objectives Managing Marketing Research and Research Ethics Copyright © 2004 John Wiley & Sons, Inc Learning Objectives Learning Objectives To understand what clients want from a research supplier or department To appreciate the role of communications in managing marketing research 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 Learning Objectives To examine unethical practices among marketing research suppliers, clients, and marketing research field services To become familiar with respondents’ rights What Do Clients Want From a Research Department or Research Supplier? Learning Objectives To understand what clients want form a research supplier or department Top Ten Things A Client Wants In A Research Company Or Department Maintains client confidentiality Is honest Is punctual Is flexible Delivers against projects specifications Provides high-quality output What Do Clients Want From a Research Department or Research Supplier? Learning Objectives To understand what clients want form a research supplier or department Is responsive to the client’s needs Has high quality-control standards Is customer-orientated in interactions with client 10 Keeps the client informed throughout a project Managing The Research Process Learning Objectives To learn about the research management goals of assurance of data quality and cost control • 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 The The Research Process Managing Research Process Learning Objectives To learn about the research management goals of assurance of data quality and cost control 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 Learning Objectives 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 Research Ethics Learning Objectives 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 Learning Objectives To examine unethical practices among research suppliers, clients, and field services 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 Managing Research Ethics Learning Objectives To examine unethical practices among marketing research field services • Making False Promises • Unauthorized Requests for Proposals Field Service Ethics • Overreporting Hours Worked • Falsifying Data • Use of Professional Respondents Learning Objectives Managing Research Ethics 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 Learning Objectives Summary • What Do Clients Want From a Research Department or Research Supplier? • Managing The Research Process • Managing Research Ethics Learning Objectives The End Copyright © 2002 South-Western/Thomson Learning ... Clients Want From a Research Department or Research Supplier? • Managing The Research Process • Managing Research Ethics Learning Objectives The End Copyright © 2002 South-Western/Thomson Learning... 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... problem • A longer-than-anticipated interview – System to Control Schedules Managing The The Research Process Managing Research Process Learning Objectives To learn about the research management