CH 4 MRKT RESEARCH
• Custom Research
Tailored specifically to a clients unique needs.
• Push Poll
Telemarketing under guise of research intended to sell a particular political position of point of view.
• Marketing Ethics
The application of morals to behavior related to the exchange environment. Good ethics conforms to the notion of right, and a lack of ethics conforms to the notion of wrong.
• Informed Consent
When the individual understands what the researcher wants him or her to do and agrees to the research study.
• The Children' Online Privacy Protection Act COPPA
Defines a child as anyone under 13. Anyone engaging in contact with a child through the internet is obligated to obtain parental consent before a child can provide any personal information or identification.
• Relativism
Degree to which one rejects moral standards in favor of the acceptability of some action. Action can be judged as ethical in one situation and unethical in another situation.
• Cross Functional Teams
Employee teams composed of individuals from various functional areas such as engineering, production, finance, and marketing who share a common purpose
• Placebo
False experimental effect used the create the perception that some effect has been administered.
• Confidentiality-
Information shared in the research will not be shared with others
• Syndicated Service
Marketing research supplier that provides standardized information for many clients in return for a fee. They measure media audiences, wholesale and retail distribution data, social media usage, internet stats, customer satisfaction and other forms of data.
• Moral Standards
Principles that reflect beliefs about what is ethical and what is unethical. Distinguishing right from wrong.
• Director of Marketing Research
Provides leadership in research efforts and integrates all staff level research activities into one effort. They plan, execute, and control the firms marketing research function
• Forecast Analyst
Provides technical assistance such as running computer programs and manipulating data to generate a sales forecast
• Advantages of In House
Quick turn around, better collaboration among employees, cheaper, greater secrecy.
• Idealism
Reflects the degree to which one bases one's morality on moral standards. Apply ethical principles in all ethical dilemmas, opposite from relativism.
• Debriefing
Research subjects are fully informed and provided with a chance to ask any questions they may have about the experiment
• Advocacy Research
Research undertaken to support a specific claim in a legal action or represent some advocacy group.
• In House Research
Researched performed by employees of the company
• Research Analyst
Responsible for client contact, project design, preparation of proposals, selection of research suppliers, and supervision of data collection, analysis, and reporting activities.
• Do Not Call Legislation
Restricts any telemarketing effort from calling consumers who either register with a no call list or who request not to be called
• Ethical Dilemma
Situation in which one chooses from alternative courses of actions, each with different ethical implications.
• Conflict Between Marketing Management and Marketing Research
1) Research that implies criticism 2) Money 3) Time 4) Intuitive Decision Making 5) Future Decisions Based on Past Evidence
• Mid Sized Firms
100-500 employees
• Pseudo Research
Conducted not to gather information for marketing decisions but to bolster a point of view or satisfy other needs.
• Institutional Review Board IRB
- Another name for human subjects review committee.
• Human Subjects Review Committee
- Carefully reviews proposed research designs to try to make sure that no harm can come to any research participant. Otherwise known as an institutional review board or IRB
• Service Monitoring
- Contacting customers about their experience with a product, there is no selling attempt. Combination of customer service and research.
• Small Research Firms
- Fewer than 100 employees
• Advantages of Out of House
- Fresh perspective, greater objectivity, special expertise, special market knowledge.
• Outside Agency
- Independent research firm contracted by the company to do the in house research
• Conflict of Interest
- Occurs when one researcher works for two competing companies
• Research Assistants
- Provide technical assistance with questionnaire design, data analyses, and similar activities.
• Director of Marketing Research
- Provides leadership in research efforts and integrates all staff level research activities into one effort. They plan, execute, and control the firms marketing research function
• Limited Service Research Suppliers
- Specialize in particular research activities, such as field interviewing, data warehousing, or data processing.
• Manager of Decision Support Systems
- Supervises the collection and analysis of sales, inventory, and other periodic customer relationship management (CRM) data.
• Anonymity
Assures respondents that they cannot be identified or linked to their response in any way.
• Implicit Consent
Behaviors that are openly performed in public implies that one is willing to have others observe them.
• Research Suppliers
Commercial providers of market research
• Standardized Research Service
Companies that develop a unique methodology for investigating a specific business specialty area. Conduct studies for multiple individual clients using the same methods.