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;...
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Lecture Marketing research - Chapter 15: Managing marketing research and research ethics Learning Objectives CHAPTER Fifteen Managing Marketing Research and Research Ethics Copyright © 2004 John Wiley & Sons, Inc. Learning Objectives 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 Learning Objectives 4. To examine unethical practices among marketing research suppliers, clients, and marketing research field services. 5. To become familiar with respondents’ rights. Learning Objectives What Do Clients Want From a To understand what clients want Research Department or Research form a research supplier or Supplier? department. 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 Learning Objectives What Do Clients Want From a To understand what clients want form Research Department or Research a research supplier or department. 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. Learning Objectives To learn about the research Managing The Research management goals of assurance of Process 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 Learning Objectives Managing ManagingThe The Research Process Research To learn about the research Process 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. Learning Objectives Managing The Research To learn about the research Process management goals of assurance of data quality and cost control. Client Profitability Management “Twenty percent of the clients generate eighty percent of the profits.”. Learning Objectives To review some unethical practices Managing Research Ethics 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 Learning Objectives To examine unethical practices Managing Research Ethics 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 Learning Objectives To examine unethical practices Managing Research Ethics 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 ...