Ch 2 Market Research

Ethics
are moral principles or values generally governing the conduct of an individual or group.
Information Users
B2C and B2B Marketers
-Support the marketing decision-making process

Government
-Federal spending ≈ $6 Billion in 2013 (not including U.S. Census)
-State – tourism
-Nonprofits associated with universities (NORC, SRC)

Media Companies
-Advertising, sales promotion, public relations, direct marketing companies

Retailers and Wholesalers
-Marketing channel members

Market Research Suppliers
Internal (less than 10 employees)

Custom Research
-Custom, one-of-a-kind marketing research projects for corporate clients
-1,000s of firms in US but most are small (i.e. revenue ≤ $1 Million)

Syndicated
-Collect and sell data to many firms
-Firms subscribe to their services
e.g. Nielsen Television Index (NTI)

Limited Function
-Specialize in one or a few activities
“Lab Houses”

Marketing Research Service Supplier Firms
Field Service Firms
-Only collects data

Sampling Firms
-Provide samples (people to interview)

Software Firms
-Provide software for data collection and analysis

External Clients
Vendors
-Strategic Partnership – alliance to offer a news product/service or provide strategic support

Franchisees
-Mystery Shopping
Support of recommendations and actions

Internal Clients
-Marketing Managers

-Other Managers

-Top Management

-Strategy and Vision

Ethical theories
o Deontology
o Utilitarianism
o Casuist
o Egoism
Deontology
-Adhere to obligations and duties
-Ends can never justify the means
Utilitarianism
-The greatest benefit to the most people
-Ends justify the means
-ACT – benefit the most people
-RULE – benefit the most people through fairest and most just means possible
Casuist
Compare current dilemma to similar dilemmas
Egoism
Take care of numero uno
Ethical issues in research supplier ethics
-Low-ball pricing
-Subjectivity
-Respondent abuse
-Selling unnecessary research
-Violating confidentiality
-Professional respondents
-Reporting of results, errors, and limitations
Ethical issues in client ethics
-Requesting bids when supplier has already been chosen
-Requesting bids to get free advice and methodology
-Making false promises
-Requesting proposals without authorization
Basic ethical principles
Refers to those general judgments that serve as a basic justification for the many particular ethical prescriptions and evaluations of human actions. Three basic principles, among those generally accepted in our cultural tradition, are particularly relevant to the ethics of research involving human subjects: the principles of respect of persons, beneficence and justice.

-Respect-Informed concent
-Beneficence-Risk assessment
-Justice-Subject selection

MRA code of marketing research standards
act to instill confidence in research quality to improve its acceptance, and to encourage participation by respecting the public’s rights as respondents