Managing Marketing Research and Research Ethics Chapter Fifteen

Managing Marketing Research and Research Ethics Chapter Fifteen Copyright © 2006 John Wiley & Sons, Inc.

Learning Objectives 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. John Wiley & Son, Inc 2

Learning Objectives 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 John Wiley & Son, Inc 3

Marketing Research Supplier Management • 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 John Wiley & Son, Inc 4

Marketing Research Supplier Management To understand what clients want from a research supplier or department 7. Is responsive to the client’s needs 8. Has high quality-control standards 9. Is customer-orientated in interactions with client 10. Keeps the client informed throughout a project John Wiley & Son, Inc 5

Marketing Research Supplier Management To appreciate the role of communication in managing marketing research • Communications – 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 John Wiley & Son, Inc 6

Marketing Research Supplier Management To learn about the research management goals of assurance of data quality, time schedule, cost control, client profitability and staff development • Managing the Research Process – 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 John Wiley & Son, Inc 7

Marketing Research Supplier Management To learn about the research management 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. John Wiley & Son, Inc 8

Marketing Research Supplier Management To learn about the research management 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”. John Wiley & Son, Inc 9

Marketing Research Supplier Management • To learn about the research management goals of assurance of data quality, time schedule, cost control, client profitability and staff development. Staff Management and Development 1. Create an environment that encourages risk taking, experimentation, and responsibility 2. Foster recognition and accountability 3. Provide job autonomy 4. Attract and support people with entrepreneurial attitudes John Wiley & Son, Inc 10

Marketing Research Supplier Management 5. 6. 7. 8. To learn about the research management 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 John Wiley & Son, Inc 11

Managing a Marketing Research Department • To learn about the research management 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 project’s requirements Assess the capabilities of alternative suppliers Consider the size of the firm Establish up front the individual who will be managing the project John Wiley & Son, Inc 12

Managing a Marketing Research Department To learn about the research management 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 John Wiley & Son, Inc 13

Managing a Marketing Research Department To learn about the research management 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 John Wiley & Son, Inc 14

Managing a Marketing Research Department To learn about the research management goals of assurance of data quality, time schedule, cost control, client profitability and staff development. • Researcher’s 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 John Wiley & Son, Inc 15

Marketing Research Ethics To examine some unethical practices found among marketing research suppliers, clients, & marketing research field services • 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 – Allowing Subjectivity into the Research John Wiley & Son, Inc 16

Marketing Research Ethics To examine some unethical practices found among marketing research suppliers, clients, & marketing research field services – Abuse of respondents – Most common problem: lengthy interviews – Refusal rate now averages 60 percent. – Selling unnecessary research – Violating client confidentiality • Client Ethics – – Requesting when a supplier has been predetermined Obtaining free advice and methodology via bid requests Making false promises Unauthorized request for proposals John Wiley & Son, Inc 17

Marketing Research Ethics To examine some unethical practices found among marketing research suppliers, clients, & marketing research field services • Field Service Ethics – Over reporting hours worked – Falsifying data – Use of professional respondents John Wiley & Son, Inc 18

Marketing Research Ethics To examine some unethical practices found among marketing research suppliers, clients, & marketing research field services • Data Collection Code of Ethics—Marketing Research Association – Issues in data collection • Accuracy of statements given to respondents • Protection of respondents anonymity • Respect for the respondent’s right to refuse cooperation • The need for parental consent before interviewing children • Treating respondents with respect and not attempting to influence responses John Wiley & Son, Inc 19

Marketing Research Ethics To examine some unethical practices found among marketing research suppliers, clients, & 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 John Wiley & Son, Inc 20

Marketing Research Ethics To examine some unethical practices found among marketing research suppliers, clients, & marketing research field services – Client’s 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 John Wiley & Son, Inc 21

Marketing Research Ethics To become familiar with respondent’s rights • Respondent Rights – The Right to Choose to Participate – The Right to Safety – The Right to be Informed – The Right to Privacy John Wiley & Son, Inc 22

Marketing Research Ethics 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 John Wiley & Son, Inc 23

Marketing Research Ethics 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 • CASRO—raising professionalism in the marketing research industry John Wiley & Son, Inc 24

Marketing Research Ethics Methods by which the level of professionalism in marketing research can be raised – Researcher Certification • Licensing • Certification John Wiley & Son, Inc 25

SUMMARY • Marketing Research Supplier Management • Managing a Marketing Research Department • Marketing Research Ethics John Wiley & Son, Inc 26

The End Copyright © 2006 John Wiley & Son, Inc 27