Marketing Research Chapter 4
Confidentiality
The information involved in a research will not be shared with others
Informed Consent
When an individual understands what the researcher wants him or her to do and agrees to the research study
Quick Turnaround, Better Internal Collaboration, Cheaper Costs
Which of the following are advantages of in-house research?
Relativism
A term that reflects the degree to which one rejects moral standards in favor of the acceptability of some action. This way of thinking rejects absolute principles in favor of situation-based evaluations.
Conflict of Interest
Occurs when one researcher works for two competing companies
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
True
T/F When a researcher presents results that suggest a small difference looks larger and more meaningful, the researcher is misrepresenting the research findings.
Idealism
A term that reflects the degree to which one bases one's morality on moral standards
Cross-Functional Teams
Employee teams composed of individuals from various functional areas such as 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
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
Custom Research
Research projects that are tailored specifically to a client's unique needs
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
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
False
T/F When secrecy is a major concern, it is best to use an outside research agency.
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
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
Informed Consent
When an individual understands what the researcher wants him or her to do and agrees to the research study, the individual has given ____
Placebo
A false experimental effect used to create the perception that some effect has been administered
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 contact, project 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
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
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
Research Suppliers
Commercial providers of marketing research services
Standardized Research Service
Companies that develop a unique methodology for investigating a specific business specialty area
Pseudo-Research
Conducted not to gather information for marketing decisions but to bolster a point of view or satisfy other needs