Chapter Nineteen

Managing Marketing Research and Research Ethics

Copyright 2004 John Wiley & Sons, Inc.

Learning Objectives

Learning Objective

1. To understand what clients want from a research supplier or department. 2. To appreciate the role of communications in managing marketing research. 3. To learn about the research management goals of assurance of data quality, cost control, adherence to time schedules, maintenance of client profitability, and staff development.

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Learning Objectives

Learning Objective

4. To examine unethical practices among marketing research suppliers, clients, and marketing research field services. 5. To become familiar with respondents rights. 6. To discover methods by which the level of professionalism in marketing research can be raised

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What Do Clients Want From a Research Department or Research Supplier?

Learning Objective To understand what clients want from a research supplier or department.

Top Ten Things A Client Wants In A Research Company Or Department

1. 2. 3. 4. 5. 6. Maintains client confidentiality Is honest Is punctual Is flexible Delivers against projects specifications Provides high-quality output

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What Do Clients Want From a Research Department or Research Supplier?

Learning Objective To understand what clients want from a research supplier or department.

7. Is responsive to the clients needs 8. Has high quality-control standards 9. Is customer-orientated in interactions with client 10. Keeps the client informed throughout a project

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Communications

Learning Objective
To appreciate the role of communication in managing marketing research

Liaison
Must communicate accurately honestly and frequently with client Should go over the project objectives, methodology, and timing with client Client should sing off on the questionnaire Ascertain how often the client wants progress reports

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Managing The Research Process

To learn about the research management Learning Objective goals of assurance of data quality, time schedule, cost control, client profitability and staff development.

Research Management Data Quality Management

Integrity and Quality of Data Procedures

Time Management
Keep Project on Schedule Two Problems
The incident rate problem A longer-than-anticipated interview

System to Control Schedules

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Managing The Research Process

To learn about the research management Learning Objective goals of assurance of data quality, time schedule, cost control, client profitability and staff development.

Costs Management
Capture data collection and other costs daily. Daily reporting of costs to project managers. Communicate the budget picture to clients and managers. Quickly identify over-budget situations Offer options to client early in the process.

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Managing The Research Process

To learn about the research management Learning Objective goals of assurance of data quality, time schedule, cost control, client profitability and staff development.

Client Profitability Management

Twenty percent of the clients generate eighty percent of the profits.

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Managing The Research Process

To learn about the research management Learning Objective goals of assurance of data quality, time schedule, cost control, client profitability and staff development.

Staff Management and Development

Create an environment that encourages risk taking, experimentation, and responsibility Foster recognition and accountability Provide job autonomy Attract and support people with entrepreneurial attitudes

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Managing The Research Process

To learn about the research management Learning Objective goals of assurance of data quality, time schedule, cost control, client profitability and staff development.

Connect rewards to a business result Open your financial books Offer diversity within your organization Provide clear promotional paths

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Managing a Marketing Research Department

To learn about the research management Learning Objective goals of assurance of data quality, time schedule, cost control, client profitability and staff development.

Selecting The Right Marketing Research Supplier

1. 2. 3. 4. Determine the projects requirements Assess the capabilities of alternative suppliers Consider the size of the firm Establish up front the individual who will be managing the project

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Managing a Marketing Research Department

To learn about the research management Learning Objective goals of assurance of data quality, time schedule, cost control, client profitability and staff development.

5. Research department manager needs to become acquainted with the backgrounds of the potential vendors 6. Questions that should be asked to determine the stability of the company
1. 2.
3. 4.

How long has the vendor been in business? What other companies have they conducted research projects? What are the academic backgrounds and experiences of those persons who will be working on the project? Does the success of the project depend on the capabilities of a subcontractor

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Managing a Marketing Research Department

To learn about the research management Learning Objective goals of assurance of data quality, time schedule, cost control, client profitability and staff development.

7. Review the quality control standards of each potential vendors 8. The reputations of the firms must be considered in the decision 9. Avoid letting price be the sole determining factor in the selection

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Managing a Marketing Research Department

To learn about the research management Learning Objective goals of assurance of data quality, time schedule, cost control, client profitability and staff development.

Researchers Challenge
To shed their long held tradition role as a support function To move beyond the task of simply crunching numbers and churning out results To begin to understand the underlying business issues at stake and adjust the information they gather and how they analyze it To reach out to other departments, building relationships and a better understanding of the issues companywide
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Managing Research Ethics

Learning Objective To review some unethical practices found among marketing research suppliers.

Ethics:
Moral principles or values generally governing the conduct of an individual or group. Not a one-way relationship.

Research Supplier Ethics

Low-ball Pricing Underpaying Field Services Lack of Objectivity

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Managing Research Ethics

Learning Objective To review some unethical practices found among marketing research suppliers.

Abuse of respondents
Most common problem: lengthy interviews Refusal rate now averages 60 percent.

Selling unnecessary research Violating client confidentiality

Research Client Ethics

Issuing bid requests when a supplier has been predetermined Obtaining free advice and methodology via bid requests Making false promises Unauthorized request for proposals

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Managing Research Ethics

Learning Objective

To examine unethical practices among marketing research field services.

Field Service Ethics

Over reporting hours worked Falsifying data Use of professional respondents

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Managing Research Ethics

Learning Objective

To examine unethical practices among marketing research field services.

Data Collection Code of EthicsMarketing Research Association

Issues in data collection
Accuracy of statements given to respondents Protection of respondents anonymity Respect for the respondents right to refuse cooperation The need for parental consent before interviewing children Treating respondents with respect and not attempting to influence responses
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Managing Research Ethics

Learning Objective

To examine unethical practices among marketing research field services.

Field services responsibilities

Research should be conducted per client specifications The confidentiality of techniques, information, clients, and respondents will be protected Multiple surveys are not administered sequentially during one interview without expressed permission Research results are reported accurately and promptly No misrepresentations are made with regard to qualifications, experience, skills, or facilities Membership in the MRA is not to be used as proof of competency

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Managing Research Ethics

Learning Objective

To examine unethical practices among marketing research field services.

Clients responsibilities
Clients will provide safe products/services and disclose all product contents Clients will provide instructions Clients will not request activities that violate the code or are prohibited by law

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Managing Research Ethics

Learning Objective

To become familiar with respondents rights.

Respondent Rights
The Right to Choose to Participate The Right to Safety The Right to be Informed The Right to Privacy

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Managing Research Ethics

Learning Objective
Methods by which the level of professionalism in marketing research can be raised

Ethics and Professionalism

Business ethics
Employees needs and desires and the long-range best interests of the organization People directly affected by company activities and their long-range goodwill and best interests (creates good publicity for the firm) Social values and conditions for society at large that provide values, sanctions, and a social structure that enables the company to exist

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Managing Research Ethics

Learning Objective
Methods by which the level of professionalism in marketing research can be raised

Challenges to professionalism
Push polls Sales pitches disguised as research

Fostering Professionalism
Profession versus professionalism Council of American Survey Research Organizations (CASRO)-trade association representing full-service marketing research firms CASROraising professionalism in the marketing research industry
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Managing Research Ethics

Learning Objective
Methods by which the level of professionalism in marketing research can be raised

Researcher Certification
Licensing Certification See Exhibit 19.4 The Pros and Cons of Certification

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SUMMARY

Learning Objective

Marketing Research Supplier Management Managing a Marketing Research Department Marketing Research Ethics

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Learning Objective

The End

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