marketing research ch 4

outside agency
______________ should do research:
-*sensitive issues* involved
-*fresh perspective* on research
-have special expertise, efficient
-when looking at a new market (when trying to *extend product into new market – knows culture, data etc.)*
-*objectivity*
-local expertise
in-house
______________ should do research:
-more chance of bias *(won’t want to tell boss his idea was wrong/bad)*
-can be *cheaper* if they have resources
-*employee collaboration*
-*timeliness*
-*secrecy*
research supplier
the commercial party that does research
syndicated service
-research firms that specialize in *standardized data sets*
-specialize in gathering information
-ex) get lots of customer satisfaction data, Wells & Regions want to buy it & will get the same data
-J.D. Power & Associates sell research about customers’ ratings of automobile quality and reasons for satisfaction, provides this info *industry-wide*
standardized research services
-follows *same research method every time* (may have multiple clients but use the same research methods)
-ex) when they have different clients, might get different results, but *process to gather data is always the same*
limited service firms
-specialize in particular research activities
-some firms specialize in gathering data, some with gathering landline numbers
-some specialize in data analysis, focus groups, etc.
limited service
full-service research suppliers sometimes contract ______________ firms for ad hoc marketing research projects
custom research
-research projets tailored specifically to client’s unique needs
-happens with local firms
-hire account executives, account group managers (imply relationships with clients)
confidentiality, anonymity
rights that participants have:
right to ______________ and ______________
confidentiality
-*most accurate promise today*
-you know who the participant is, identify with phone number, etc.
-*know who you are, but keep it a secret*, info won’t be shared with others (averages, confidence intervals, etc.)
anonymity
-don’t know who the participant is
-no identifiers
informed consent
-individual *understands what research wants them to do*, and *consents*to the research study
client’s
the ______________ right:
-expect researchers to be accurate, admit when they make mistakes
phony invitation to bid
put out proposals, but *only to see other firms’ proposals*, then do the research themselves
pseudo
clients should not ask for ______________ research
-sometimes want research for other reasons, like for managerial choices
-should not go in saying results need to be something
do not call list
-updated monthly by FTC
-makes it illegal for telemarketers to call you
-$16,000 fine per call
-prevents research calls in some states (Louisiana)
conflict of interest
clients & researchers should avoid ______________ (if a researcher did research for a competitor in the same industry)
placebo
experimental treatment without active ingredient
placebos, debriefing
experimental manipulations include ______________ and ______________
debriefing
when research subjects are *fully informed and provided with chance to ask any questions that they might have about the experiment*
experiment
researchers conducting a ______________ must:
1) gain willful cooperation of research subject
2) fully explain actual variable applied following completion
-should include *debriefing session*
advocacy
______________ research:
-undertaken to support a specific claim in a legal action or to represent some advocacy group
-researchers conduct in their role as an *expert witness*
-ex) show that knockoff brand is hurting sales by $2 million, take to court as proof
push polls
-push someone to respond in a certain matter
-uses certain content of question
-*telemarketing under the guise of research*
-ex) “do you think that candidate X, who is involved with people know to be linked with scandal and crime,e can be trusted with the responsibility of office?”
service monitoring
-satisfaction surveys after purchase
-research & customer service is involved
marketing ethics
-application of morals to behavior related to exchange environment
moral standards
-principles that reflect beliefs about what is ethical and what is unethical
-rules distinguishing right from wrong
ethical dilemma
-situation in which one chooses from alternative courses of actions, each with different ethical implications
idealism
degree to which one bases one’s morality on moral standards
perform research, research client, sponsor, or management team, participants
3 parties involved in marketing research:
1. those who actually ______________
2. ______________, “users” of marketing research
3. research ______________
confidentiality
______________ is a helpful tool that helps ensure *truthful responses*
causality
you need 3 pieces of evidence to prove ______________ (*cause must come before effect*)
-if proved, means *another variable cannot explain effect*)
temporal sequence; correlation, association; nonsperious association
3 pieces of evidence needed to prove *causality*
1. ______________
2. are they related? (______________ or ______________)
3. ______________ (can association be explained by something else? another 3rd variable?)