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Market Research Final
Terms in this set (57)
Definition of ethics (relative to MR)****
moral principles governing the conduct of an individual or group
3 levels of moral development****
1. Pre-conventional morality
self-centered based upon what immediate reward/punishment
2. Conventional morality
- expectations of society
3. Post-conventional morality
- individual rights and justice
What Corresponds to a level of analysis?** (4 things)
attempt to understand human experience
Equal finality** (universalism)
there's a variety of "right answers"
Questions to examine the Ethics of a MR decision***
1. discuss decision?
2. valid for how long?
3. disclose results without offending people?
4. What would it take to change position?
Ethical issues associated with MR***
1. What the sample represents?
3. Were the respondents notified of this prior to collecting the data?
4. What do the respondent get for participating in the study?
5. Who keeps the results?
6. Sell it?
o Construct equivalence....
o Operational equivalence...
o Measurement equivalence...
o Linguistic equivalence...
-does the term mean the same thing across cultures
-translation, forwards-backwards, cultural impact (official languages)metrics
simple framework for Global MR
• Conducting MR in a global context
• The role of "the" collective environment
• Marketing environment
• Government environment
• Legal environment
• Economic environment
• Structural environment (infrastructure)
• Information and technology environment
• Social and cultural environment
Key issues when conducting Global MR
• Identification of market/niches
• Collecting data (location/identification of respondents)
• Technical issues (e.g. questionnaires, samples)
• Length of time/cost
• Basic language issues (INTERVIEWER... Voxco, Montreal, Quebec Canada... bilingual interviewing capabilities)
• Interpretation of the results study
• Governments role/influence on MR
• Sheer magnitude of the MR problems "compounding" (for example)
represents a pervasive/profound change in how business is visualized and conducted
basic drivers of globalization
transfer of technology,
liberation of trade regulations, promotion of regional trading blocks,
declining communication costs globally
Emerging market characteristics
- higher rate of economic growth when compared to developed countries
• Rapid increase in the rate of urbanization
• Increasing demand due to economic development
• Inordinately young consumer segment
Cultural changes in emerging economies
- strife between classes
needed for organization learning to take place?
-focus on critical stuff
stimulating the compacity to learn
Why does all this apply to market research?
it is storing important info to help the company
Primary Information Users
-Consumer/industrial goods/service producers
use data to:
-how to reach targets
-identify new targets
Levels of researchers
o 1: Organizational MR Department
o 2: Media companies
o 3: syndicated service firms (i.e. Nielsen)
o 4: Online tracking firms (i.e. Google Double Click)
o 5: Custom Research Firms
o 6: field service firms
o 7: specialized service firms
o 8: others (gov agencies, universities, database providers, etc)
What are they?
- divided into media (tv, online) and consumer research (packaged goods)
-custom research firms, syndicated research firms, limited function research firms (one or fewer activities)
MR Supplier Service Firms
Field Service Firm
• Only collect survey data for corporate clients or research firms
• Relied on by most custom research firms
• Too costly to do the work internally
• Provide samples (persons to interview) to marketing research suppliers and other research creators
• Largest firm: Survey Sampling Inc
State of the MR Industry
o Recession underlined importance of corporate agility, which changed types of research being done
o Shifted balance toward more strategic research studies
o Emphasis on monitoring web chatter for brand feedback quickly
o Corporate clients also shift toward wanting research suppliers as partners, not just vendors
Definition: moral principles or values governing conduct of individual or group
-Deontology (adhere to duties)
-Utilitarianism (most good for most people)
Research Supplier Ethics
Low ball pricing - quoting unrealistically low price to secure firm's business and then using some means to substantially raise the price
Allowing subjectivity into the research
• Also preventing research methodology from being available
Abusing respondents - lengthy interviews, selling confidential info as sales leads, etc
Selling unnecessary research - up-selling an inexperience client on more MR than necessary
-requesting bids for free advice
-right to choose
-right to safety
- right to be informed
custom research ﬁrms
DO customized marketing research
syndicated service research ﬁrms
sell the same general market research data to many ﬁrms.
individuals who agree to participate in a series of research studies over time.
ﬁeld service ﬁrms
collect survey data for research ﬁrms.
An alliance formed by two or more ﬁrms to create mutual beneﬁts.
Moral principles or values, generally governing the conduct of an individual or group.
What do clients want in a marketing research department?
Organizing the supplier firm
-Functional Form (organizing by functions)
-Team form (based on client groups)
-pros: allows people to perform tasks that their good at
-cons: departments become inward oriented
-Pros: flexible, good for communication
Having personnel in another country perform some, or all, of the functions involved in a marketing research project.
ISSUES: confidentiality, quality, job loss
Overseeing: communication, quality, time, costs, proﬁtability, development
creating a foreign facility for outsourcing.
New knowledge that has the potential to create signiﬁcant marketplace impact.
Successful implementation of creative ideas within an organization.
The ability to generate and recognize potentially useful ideas
Research Management (parts)
1. Organize the supplier firm
2. Time Management
3. Data Quality management
4. Cost management
role of ethics in selecting MR suppliers****
1. Who will work on your account?
2. What type of data?
3. Hope for good luck!
How do you effectively evaluate MR suppliers? What are some of the issues that occur?*****
Use instruments like:
1. Presentation Skills
2. Timeline Commitment
In order to eval...
Issues that come up include:
1. Background checks
2. Insuring contact with the firms
3. Open to listening to expectations?
Discuss the framework for Global MR and then discuss key issues: ****
1. Conducting MR in global context
2. Marketing environment
3. Governing environment
4. Legal Environment
2. Identifying key markets
3. Technical difficulties
4. Collecting Data
Discuss what the European Data Protection Act means**
Persons data will be: lawfully obtained, not misused, wont be kept longer than necessary.
Discuss some great shocks to the business world and Global trends that occurred***
Industrialization (specialized labor), Computerization, Globalization
Increased Globalization, Emerging/Transitioning economies, hypercompetition
Discuss globalization, what it is, what it did, and what were the drivers of it?****
Taking business to a global scale
What did it do:
-changed how business was conducted
-changed business from national to global
-brought new opportunities
-change in regulations
What are some emerging market characteristics? And what are cultural changes in emerging economies? Name some emerging and NOT emerging markets?***
Emerging Markets: South Korea, Hong Kong
NOT emerging markets: USA
Emerging market characteristics:
1. increased urbanization, economic growth
2. Young consumers
Cultural changes to emerging markets:
Discuss the use of MR in building a learning organization? Also talk about what is needed for organizational learning to take place:****
Facilitating learning and what needs to take place:
-Share knowledge, communicate, prioritize
ALSO: stimulate the leaning compacity
Why is everything we are learning important for MR??**
This all applies because we are storing important information which will be useful to the company
1. What does the market research industry consist of (3)?
2. What are the users of market research?
3. What are Ethics, types is ethics, and some unethical practices by suppliers/research clients?
4. What basic rights do respondents have?
5. What 2 organizations help with professionalism and what org certifies a researcher?
1. -information users (service producers)
-Market research suppliers (research firms)
2. External (vendors) or Internal (marketing department) to the firm
3. -Moral principles governing society
- Utilitarianism, Casuist (compare to other situations), deontology (follow society obligations)
- low balling/ making false promises
4. -whether to participate
- be fully informed
5. CASRO, CMOR and MRA (for certification)
Quoting an unrealistically low price to secure a ﬁrm's business and then using some means to substantially raise the price.
Research Suppliers consist of what?
Divided into media research and consumer research
Limited-function research firms
Specialize in one or a few activities
External Clients vs Internal Clients
Firms rarely share their data with outsiders, such as suppliers.
Manufacturers are moving into strategic partnerships
Helps managers (store location, design, pricing, etc)
What do clients want in a marketing research department?
Honesty, Punctuality and Confidentiality
What are 10 emerging markets?
Hong Kong, China, Argentina, South Korea, South Africa, Brazil, Indonesia, Turkey, India, Mexico
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