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Marketing Research Chapter 2
Terms in this set (16)
Earliest Known Studies
Charles Coolidge Parlin, known as the "father of marketing research", conducted the first continuous marketing research in the early 1900s for the Curtis Publishing Company.
The purpose of Parlin's research was to increase advertising for Saturday Evening Post magazine.
The Industrial Revolution led to manufacturers producing goods for distant markets.
Manufacturers needed to know about faraway consumers, which led to the growing need for marketing research.
Birth of firms and methods: A.C. Nielsen and Gallup, Alfred Politz (statistical sampling theory), and Robert Merton (focus groups)
Computers revolutionized the industry: data analysis, tracking data, and online services.
Organizations that supply their own marketing research information.
Formal departments or individuals conduct research internally.
Facilitated by the internet, firms have access to secondary data, online survey platforms and better knowledge of data analysis software such as SPSS.
External suppliers hired to fulfill a company's marketing research needs.
Supplier or agency
Firm specializing in marketing research that offers its services to buyers needing information to make more informed decisions.
Full-service supplier firms
Have the capability to conduct the entire marketing research project for buyer firms.
Limited-service supplier firms
Specialize in one or, at most, a few marketing research activities.
Challenges of Marketing research
1. New and evolving sources of data and methodologies
2. Need for the effective communication of results
3. Need for talented and skilled employees
Codes of Conduct
1. Fair dealings with respondents
2. Fair dealings with clients and subcontractors
3. Maintaining research integrity
4. Concern for society
Fair dealings with respondents
1. Participation is always voluntary
2. Respondent confidentiality must be maintained
3. Respondents will be treated professionally.
4. Respondents will not be given dishonest statements to secure their cooperation
5. Special provisions are required for doing research on minors
Fair dealings with clients and subcontractors
1. All information obtained from clients shall remain confidential.
2. All research will be carried out according to the agreement with the client.
3. Client identity will not be revealed without proper authorization.
4. Secondary research will not be presented to the client as primary research.
5.Research results are the sole property of the client and will never be shared with other clients.
6. Researchers will not collect information for more than one client at the same time without explicit permission from the clients involved.
7. Clients will be provided the opportunity to monitor studies in progress to ensure research integrity.
8. Researchers will not ask subcontractors to engage in any activity that does not adhere to professional codes, applicable laws, or regulations.
Maintaining Research Integrity
1. Data will never be falsified or omitted.
2. Research results will be reported accurately and honestly.
3. Researchers will not misrepresent the impact of the sampling method and its impact on sample data.
Concern for Society
1. Research released for public information will contain information to ensure transparency.
2. Researchers will not abuse public confidence in research.
3. Researchers will not represent a non-research activity to be research for the purpose of gaining respondent cooperation.
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