Documente Academic
Documente Profesional
Documente Cultură
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
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