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