Methodology

1
Chapter Two
The Marketing Research Industry and Research
Ethics
2
Chapter Two The Marketing Research Industry and
Research Ethics

• Appreciate the structure of the marketing
  research industry
• Comprehend the nature of corporate marketing
  research departments
• Learn about the various types of firms and
  their functions in the marketing research
  industry
• Understand the impact of the Internet on the
  marketing research industry
• Learn who uses marketing research
• Understand the growing importance of strategic
  partnering
• Appreciate trends in global marketing research
• Examine unethical practices among marketing
  research suppliers, clients, and marketing
  research field services
• Become familiar with respondents rights
• Discover methods by which the level of
  professionalism in marketing research can be
  raised.

Chapter 2
3
The Marketing Research Industry Structure
Level
The core competency focus in the early days of
marketing research gave way to a more ordered and
structured industry.
One
Corporate, organizational marketing departments
Two
Media companies
Three
Research suppliers Ad-hoc to full service
suppliers
Four
Field service or specialized service firms
Chapter 2
4
Marketing Research Resources
www.vnu.inc
www.ipsos-na.com
marketstrategies.com
imshealth.com
www.morpace.com
www.maritzresearch.com
www.infores.com
idpa.com
www.customerresearch.com
icrsurvey.com
npd.com
www.westat.com
www.kantargroup.com
www.harrisinteractive.com
www.burke.com
arbitron.com
www.opinionresearch.com
knowledgenetworks.com
www.nopworld.com
www.crresearch.com
walkerinfo.com
www.tns-global.com
abtassociates.com
liebermanresearch.com
www.nfow.com
www.nationalresearch.com
irwonline.com
synovate.com
www.wirthlin.com
vanderveer.com
Chapter 2
5
Marketing Research Resources
US Federal Statistics
US Small Business Administration
US Bureau of Labor Statistics
US Census Bureau
Chapter 2
6
Types of Marketing Research Firms

• Custom / Ad Hoc
• Companies doing research for customized or
  specific proposes such as for a specific
  project.
• Syndicated
• Companies that collect, analyze, and sell
  general marketing information to a variety of
  buyers.
• Field Service
• Companies that only collect survey data for
  corporate clients or research firms.
  Operational sequence includes
• Client Contact, Interviewer Training, Interviewer
  Status Reports, Quality Control, and Shipment to
  the Client

Chapter 2
7
Types of Marketing Research Firms

• Research Panels
• A group agreeing to participate in research
  studies over time. Descriptive longitudinal
  research surveys are included here.
• Cybersupport
• Some firms have cropped-up to assist marketing
  researchers in conducting their research.
  Perseus is one of the most popular sites.
• Cyberdata
• Survey Sampling, incorporated in 1977, is a
  comprehensive source for sampling. Targeting
  specific marketing segments is now more easily
  done with cyberdata.

Chapter 2
8
External Marketing Research Providers Types of
Services

• Customized
• Research done from bottom to top to meet the
  customers needs.
• Syndicated
• Collected data on specific issues such as the
  Nielsen Ratings.
• Standardized
• Provide research and data in a specific
  pre-determined way.

Chapter 2
9
External Marketing Research Providers Types of
Services

• Field
• Conduct research in the field for specific
  projects
• Selected
• Firms that specialize in specific areas on
  expertise.
• Branded Products
• First that specialize in collect data to address
  specific problems.

Chapter 2
10
Marketing Research Users
Users of Marketing Research

• External

• Internal

Marketing Department
Senior Management
Other Departments
Vendors
Franchisees
Logistics Sales Advertising / Promotion New
Product Development Brand Managers Pricing
Committee
Product Engineers Finance Manufacturing Legal Huma
n Resources Management
Chapter 2
11
Strategic Partnering Key Considerations

• Appropriate use of synergy between partners
• Personal compatibility greatly enhances
  effectiveness
• Sharing the same visions and goals is important
• About half of large MR first engage in strategic
  partnering
• Can greatly improve productivity and customer
  service
• Will help the company to target its resource
  more effectively.

Chapter 2
12
Marketing Research Ethics Key Components

• Ethics are moral principles or values generally
  governing the conduct of an individual or group.
• Ethics is not a one-way relationship as all
  parties are responsible for maintaining and
  fostering ethical standards and conduct.
• If you are concerned about a research supplier,
  contact research associations to vet suppliers.

Click to go the the Marketing Research
Association for information on marketing research
ethics
Chapter 2
13
Marketing Research Ethics Suppliers Should not

• Low ball pricing
• Underpay field services
• Allow bias/subjectivity
• Abuse respondents
• Mislead clients on costs, etc.
• Sell unnecessary research
• Violate client confidentiality.

Chapter 2
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Marketing Research Ethics Clients Should Not

• Issue a bid when supplier has already been
  selected
• Solicit free advice under the guise of a bid
  request
• Make false promises to the researcher
• Request proposals without authorization
• Withhold information the research supplier needs.

Chapter 2
15
Marketing Research Ethics Field Service Provides
Should Not

• Use professional respondents
• Overlook properly validating the data
• Use others research as original work
• Overstate qualifications
• Provide staged references.

Chapter 2
16
Respondents Rights The Respondent has the Right
to

• Choose whether to participate in the research
• Be in a safe environment during the research
• Be informed as to what the research is about
• Be granted privacy of the research results if
  promised

Chapter 2
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What do Clients Want?

• Maintenance of client confidentiality
• Researcher honesty integrity
• Punctuality - on time with results meetings
• Flexibility - ability to change research
  direction
• Delivering against project specifications
• Providing high-quality output
• Is responsive to the clients needs
• Has high quality-control standards
• Is customer oriented in client interactions
• Keeps the client informed throughout the project.

• The Top 10 List

Chapter 2
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Ethics and Professionalism

• PUSH POLLING
• A style of research gathering in which zealous
  political supporters deride one candidate to lead
  voters to support the other candidate.
• RESEARCHER CERTIFICATION
• Process by which research can attaining
  professional standing among research authorities
  as being qualified.

The Marketing research Association Professional
Certification Program
Chapter 2
19
Topical Index
Probability Sampling Techniques Problem
Definition Process Questionnaire
Design Questionnaire Dos and Don'ts Questionnaire
Flow Ratio Data Reliability Defined Research
Design Research Report Request for
Proposal Scatterplots Secondary Research Sample
Size Determination Sampling Defined Sampling
Non-Sampling Errors Sampling Stages Scaling
Tips Scaling Measurement Types Statistical
Testing of Differences Sum of Squares Survey
Types Testing Reliability Testing Validity Thirty
Largest MR Firms Type I and Type II
Errors Validity Defined Ways of Looking at the
Data
Applied Research Basic Research Bivariate
Analysis Causal Research Defined Casual Research
Determination Census Defined Choosing The
Research Design Comparing Qualitative/Quantitative
Cross-sectional Surveys Cross-tabulation Data
Analysis Overview Data Mining Deciding on Survey
Method Depth Interviews Descriptive
Research Descriptive Statistics Error in Survey
Research Ethics in Marketing Research Evaluating
/ Limitations of Data Experimentation
Overview Experimentation Examples/Notation Explora
tory Research Extraneous Variables Factors
Influencing MR Decisions Finite Multiplier Focus
Groups Global Research Issues Hypothesis Testing
- Common Types
Hypothesis Testing - Steps Internet Issues
Interval Data Least Squares Longitudinal
Surveys Market Testing Marketing Decision Support
Systems Marketing Research Defined Marketing
Research Process Measurement Scales
Defined Measures of Association Measures of
Central Tendency Measures of Dispersion Mystery
Shopping Nominal Data Non-Probability Sampling
Defined Non-Probability Sampling
Techniques Normal Distribution Observation
Methods Observation Research Defined Open and
Closed-ended Questions Ordinal Data Over
Sampling Perceptual Mapping Presenting the
Research Results Primary Research
Defined Probability Sampling Defined
Topical Index