Marketing Research Chapter 4
Marketing ethics
The application to behavior related to the exchange environment
Confidentialtiy
The information involv
Director of marketing research
This person provides leadership in research efforts and integrates all staff-level research activities into one effort. The director plans, executes, and controls the firm's marketing research function
Information consent
When an individual understands what the researcher wants him or her to do and agrees to the research study
relativism
A term that reflect the degree to which one rejects moral standards in favor of the acceptability of some actions
idealism
A term that reflects the degree to which one bases one's morality on moral standards
cross functional team
Employee teams composed of individuals from various functional areas such s engineering, production, finance, and marketing who share a common purpose
Forecast analyst
Employee who provides technical assistance such as running computer programs and manipulating data to generate a sales forecast.
manager of decision support systems
Employee who supervises the collection and analysis of sales, inventory, and other periodic customer relationship management (CRM) data.
Moral standards
Principles that reflect beliefs about what is ethical and what is unethical
research assistants
Research employees who provide technical assistance with questionnaire design, data analyses, and similar activities
Custom research
Research projects that are tailored specifically to a client's unique needs.
ethical dilemma
refers to a situation in which one chooses from alternative courses of actions, each with different ethical implications
in-house research
research performed by employees of the company that will benefit from the research
do not call legislation
restricts any telemarketing effort from calling consumers who either register with no call list or who request not to be called
Spy ware
software placed on a computer without consent or knowledge of the user
Syndicated service
A marketing research supplier that provides standardized information for many clients in return for a fee.
research analyst
A person responsible for client contacts, projects design,preparation of proposals, selection of research suppliers, and supervision of data collection, analysis and reporting activities.
outside agency
An independent research firm contracted by the company that actually will benefit from the research.
Standardized research service
Companies that develop a unique methodology for investigating a business specialty area.
implicit consent
behaviors that are openly performed in public implies that one is willing to have other observe them
Research suppliers
commercial providers of marketing research services
