Organizational and Ethical Issues Chapter 4

Organizations and Marketing Research  Mission Statements  Stages –Intuitive decision-making –Stage of development –Stage of sophistication

MKT Research and Organizational Framework  Staff Function –Small firm –Large firm

MKT Research and Organizational Framework –Medium firm  Director of Marketing Research  Research analyst –Research assistant  Decision Support Systems Function –Manager of Decision Support Systems –Forecast analyst  Marketing Research Function  Customer Quality Research –Managers of Customer Quality Research

MKT Research and Organizational Framework  Cross-functional teams –What are they? –Advantages

Research Suppliers & Contractors  Research supplier –Syndicated service –Standardized research services –Custom research

Ethics  What are ethics?  What influences them?

Respondent  Obligation to be honest  Privacy v. Confidentiality –What about elderly people?  Deception  Right to be informed

Researcher  Code of Ethics  Research is not Sales  Objectivity  Misrepresentation of research  Protect confidentiality of all parties  Dissemination of faulty conclusions

Client Sponsor  Ethical behavior in transaction  Open relationship w/ supplier  Open relationship w/ interested parties –Advocacy research  Privacy  Commitment to Research  Pseudo-Pilot Studies