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.