Chapter 2: The Marketing Research Industry and Research Ethics – Flashcards
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Examples of Marketing Research industry members:
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• Consumer and industrial goods and services producers • Media companies • Syndicated service firms • Custom research firms • Field service firms • Specialized service firms • Online and mobile tracking firms • Big data analytic firms Other
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3 Primary Marketing Research categories
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• Information Users • Marketing Research Suppliers • Marketing Research Supplier SERVICE firms
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Subheading categories for INFORMATION USERS
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- Consumer and Industrial goods and services producers - Federal, state, and local governments - Media companies - Retailers and wholesalers
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Subheading categories for MARKETING RESEARCH SUPPLIERS
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- Custom research firms - Syndicated research firms - Limited function research firms - Online, mobile tracking firms - Big data analytic firms
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Subheading categories for MARKETING RESEARCH SUPPLIER SERVICE FIRMS
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- Field service firms - Specialized service firms
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Define SYNDICATED SERVICE RESEARCH firms Give an example.
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• Conducted and funded by a market research firm, but not for any specific client • E.g. Scanner-based data; TV ratings; Public opinion surveys
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Example of syndicated service research firms.
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Nielsen Company - Top marketing research firm - 2 divisions: Consumer Watch and Consumer Buy
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Marketing Research Supplier Service firms: FIELD SERVICE firms vs. SAMPLING firms vs. SOFTWARE firms vs. OTHER SERVICE companies
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• Field service: Firms that collect data • Sampling firms: generate samples • Software firms: sells software for analysis • Other service companies: consulting, magazines and directories
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INTERNAL vs. EXTERNAL clients of Marketing Research
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Internal: • Company's vendors • Franchisees • Marketing Dpt. - Logistics - Sales - Advertising & Promotion - New product development - Brand managers - Pricing committee External: • Other Depts. • Sr. Mgmt. - Product engineers - Finance - Manufacturing - Legal - HR Mgmt.
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Define STRATEGIC PARTNERSHIP
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• alliance formed by 2+ firms with unique skills and resources - offers a new service for clients - provides strategic support for each firm - creates mutual benefits
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Advantages of STRATEGIC PARTNERSHIP
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• Appropriate use of synergy between partners • Personal compatibility greatly enhances effectiveness • Sharing the same visions and goals is important • About half of large MR firms engage in strategic partnering • Can greatly improve productivity and customer service • Will help the company to target its resource more effectively
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Define ETHICS
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• moral principles or values generally governing the conduct of an individual or group - requires input from all parties - concerns should be forwarded to research associations or vet suppliers
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Examples of unethical behavior of FIELD SERVICE providers
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• Low-ball pricing • Allowing subjectivity in the research process • Abusing responses • Selling unnecessary research • Violating client confidentiality • Black-box branding • Requesting bigs - after supplier has been predetermined - to obtain free advice • Making false promises • Requesting proposals without authorization • Unethical behaviors by retailers • Using professional respondents • Failing to properly record info, follow sampling procedures • Overstating qualifications, inflating references
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Respondent Rights
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• Choice to Participate • Right to Safety • Right to Be Informed • Right to Privacy
