1. Learning Objectives Copyright © 2004 John Wiley & Sons, Inc. Managing Marketing Research and Research Ethics CHAPTER Fifteen

2. Learning Objectives 1. To understand what clients want from a research supplier or department. 2. To appreciate the role of communications in managing marketing research. 3. To learn about the research management goals of assurance of data quality, cost control, adherence to time schedules, maintenance of client profitability, and staff development.

3. Learning Objectives 4.To examine unethical practices among marketing research suppliers, clients, and marketing research field services. 5. To become familiar with respondents’ rights.

4. Learning Objectives Top Ten Things A Client Wants In A Research Company Or Department 1. Maintains client confidentiality 2. Is honest 3. Is punctual 4. Is flexible 5. Delivers against projects specifications 6. Provides high-quality output To understand what clients want form a research supplier or department. What Do Clients Want From a Research Department or Research Supplier?

5. Learning Objectives 7. Is responsive to the client’s needs 8. Has high quality-control standards 9. Is customer-orientated in interactions with client 10. Keeps the client informed throughout a project. To understand what clients want form a research supplier or department. What Do Clients Want From a Research Department or Research Supplier?

6. Learning Objectives To learn about the research management goals of assurance of data quality and cost control. Managing The Research Process Research Management Defined Data Quality Management –Integrity and Quality of Data –Procedures Time Management –Keep Project on Schedule –Two Problems The incident rate problem A longer-than-anticipated interview –System to Control Schedules

7. Learning Objectives Managing Costs Capture data collection and other costs daily. Daily reporting of costs to project managers. Communicate the budget picture to clients and managers. Quickly identify over-budget situations Offer options to client early in the process. The Incidence Rate Problem Know the incidence rate. Managing The Research Process To learn about the research management goals of assurance of data quality and cost control.

8. Learning Objectives Client Profitability Management “Twenty percent of the clients generate eighty percent of the profits.”. Managing The Research Process To learn about the research management goals of assurance of data quality and cost control.

9. Learning Objectives Ethics: Moral principles or values generally governing the conduct of an individual or group. Not a one-way relationship. Research Supplier Ethics Low-ball Pricing Underpaying Field Services Lack of Objectivity To review some unethical practices found among marketing research suppliers. Managing Research Ethics

10. Learning Objectives Abuse of Respondents Most common problem: lengthy interviews Refusal rate now averages 60 percent. Selling Unnecessary Research Violating Client Confidentiality Research Client Ethics Issuing Bid Requests When a Supplier Has Been Predetermined Obtaining Free Advice and Methodology Via Bid Requests To examine unethical practices among research suppliers, clients, and field services. Managing Research Ethics

11. Learning Objectives Making False Promises Unauthorized Requests for Proposals Field Service Ethics Overreporting Hours Worked Falsifying Data Use of Professional Respondents Managing Research Ethics To examine unethical practices among marketing research field services.

12. Learning Objectives Respondent Rights The Right to Choose to Participate The Right to Safety The Right to be Informed The Right to Privacy To become familiar with respondent’s rights. Managing Research Ethics

13. Learning Objectives What Do Clients Want From a Research Department or Research Supplier? Managing The Research Process Managing Research Ethics Summary

14. Learning Objectives The End Copyright © 2002 South-Western/Thomson Learning