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Exploring

Marketing Research

William G. Zikmund

Chapter 4:
The Human Side
of Marketing Research
Mission Statement
• Identifies the research department’s purpose
within the organization
Continuum of Marketing
Research Sophistication

Intuition-Centered Stage of intuitive Stage of Research-Centered


Decision Making decision making Stage of development sophistication Decision Making
Research Departments
Perform a Staff Function
• Clients
• Director of research
• Research analysts
• Cross-functional teams
Medium-Sized Research Department

Director of marketing research

Research analyst Manager of


(project director) sales research

Research assistant Forecast


(entry-level trainee) analysts
Managers Researchers

1. Decision oriented 1. Technique oriented


2. Intuitive 2. Analytical
3. Managers like to confirm 3. Researchers like to explore
4. Time orientation toward: 4. Time orientation toward:
a. project immediacy (“I need a. Project prolongment (“later when
it now.”) we have time for a complete
b. results about future behavior study”)
(“what will sales be next year?”) b. results about past behavior
(“our trend has been . . .”)

5. Frugal (“keep the cost down”) 5. Not cost conscious (“you get what you
pay for”)
6. Results orientation: 6. Results orientation:
a. managers do not like surprises--when a. researchers love surprises
they are surprised they tend to reject the results b. abstraction (“our exponential gain. . .”)
b. concern (“aren’t we number one yet?”) c. probability (“may be”)
c. certainty (“is it or isn’t it?”)
7. Reactive
7. Proactive
Top Management-Marketing
Research Conflict
• Research responsibility
• Research personnel
• Budget
• Assignments
• Problem definition
• Research reporting
• Use of research
Research Supplier
• A commercial marketing research service
that conducts marketing research activities
for clients
• Standardized service
• Provides customized research
Considerations for Hiring
Outside Suppliers
• Expertise
• Urgency of the decision
• Personnel resources
• Economic factors
• Objectivity

• Quality control
Ethical Issues

• Societal norms
• Codes of behavior
Rights and Obligations of the
Respondent
• The obligation to be truthful
• Privacy
• Deception
• The right to be informed
Rights and Obligations of the
Researcher
• The purpose of research is research
• Objectivity
• donot Misrepresenting research
• Protect the right to confidentiality of both
subjects and clients
• Dissemination of faulty conclusions
Rights and Obligations of the
Client Sponsor (User)
• Ethics between buyer and seller
• An open relationship with research
suppliers
• An open relationship with interested parties
• Privacy
• Commitment to research
• Pseudo-pilot studies
Advocacy Research
• Research to support a specific legal claim
Pseudo-Pilot Studies
• The researcher is told that the study is the
first of many in a more comprehensive
study

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