mrprocessandethics

8/2/2019 MRProcessandEthics

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J. Strebel

Marketing Research Process and Ethics


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J. Strebel

What is Marketing Research?


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Remember the 4-Ps??

The Marketing Concept

Consumer orientation who should we target? Goal orientation $$$

Researching the Marketing Mix

Marketing Mix is the unique blend of marketing

elements designed to meet the needs of the

companys target market (4-Ps)

Product

Price

Promotion Distribution (Place)

Marketing Research evaluates the effectiveness of

the 4-Ps


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Marketing Research Defined

Marketing Research is the planning,

collection, and analysis of data relevant to

marketing decision making and thecommunication of the results of this

analysis to management.


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Roles of Marketing Research

Three functional roles of Marketing Research Descriptive

What are the historic sales trend of the Palm Pilot?

Diagnostic

What was the impact on sales of Coke when Pepsiintroduced Pepsi One?

Predictive

How would consumers respond to more stylish personal

computers?


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Course Organization via the Marketing Research Process

Writing &

Presentingthe Report

Choice of

Research

Method

Collection of

the Data

Create

Research

Design

Selection of

Sampling

Procedure

Analysis of

the Data

Establish Need;

Define Problem;

Determine

Objectives

Secondary DataQualitative Research

Surveys

Observation

ExperimentationMeasurement

Attitude Measurement

Questionnaire Design

Data Preparation

Hypothesis Testing

Univariate Analysis

Bivariate Analysis

Multivariate Analysis

Sampling Issues

Sample Size

Communication

& Report Writing


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Problem Identification

The research process begins with the

recognition of a marketing problem or

opportunity.

Problem/Opportunity identificationrequires

a precise definition of the issue facing the

firm in order to guide the research process.


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Problem Identification

One must distinguish between themarketing problem

General and broad in scope

And a marketing research problem

Specific, data oriented, sharply focused

Often the marketing research problem

addresses only one aspect of the marketing

problem


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Identifying a Problem

In order to clearly define the problem being researched

Assess background Understand circumstances, objectives & resources

Clarify symptoms

Review possible causes Discuss possible solutions

Speculate consequences of solutions

Identify assumptions

Assess information state

Often Exploratory Research is used to help clarify theproblem or opportunity


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Definition of Exploratory Research

Exploratory Research is the term used to refer

to preliminary, often small-scale research used

to clarify the exact nature of the problem to be

solved.

Tends to be flexible

Focuses on understanding the environment inwhich the marketing question exists


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Types of Exploratory Research

Some Types ofExploratory Research:

Interviews with experts

Analysis of secondary data

Pilot study (usually with convenience sample)

Focus group interviews

Depth interviews

Projective techniques


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Objectives of Exploratory Research

Objectives of Exploratory Research:

Obtain information quickly and cheaply

Maximize information from a very limitedexpenditure of time and money

Guide future research


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Research Objectives

After defining the problem,

Research Objectives need to be explicitly stated ina formal statement for a manager or client toreview.

They should be specific, detailed, unambiguous &operational

Review objectivesWill you have enough information to make your

decision?

Avoid the Nice-to-Know syndrome Need to produce decision-making information

How will the research results be implemented?


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Research Objectives

Example of Research Objectives state as

Hypothesis:

M&M/Mars Candy may want to determine what %

of adults would be willing to try a light candybar.

RO: If a light candy bar was marketed featuring

25% less calories and 50% less fat, 60% of adults21-45 would be interested in making a sample

purchase.


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Creating the Research Design

The Research Design is the plan to be

followed to answer the research question.

It should include:

Problem statement and results of exploratory

research into the issue

Research objectives

The chosen method of research

The selected sampling procedure

Description of data collection method

Types of data analyses to be used


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Basic Methods of Research

Three types of research methods:

Surveys

Experiments

Observation


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A Population includes all people of interest.

A Sample is a subset from a this population.

In a Probability Sample each element has a

known, nonzero chance of being selected.

In a Nonprobability Sample there is no

probability associated with being selected.

Selecting a Sampling Procedure

Population

Sample


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Data Collection & Analysis

Data is collected according to the

necessities of the research method selected.

Data analysis can be of three types:

Univariate - examines a single variableBivariate - examines the relationship between

two variables

Multivariate - examines the relationship

between more than two variables


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Final Steps in the Marketing Research Process

Next, the findings are formally presented in

oral and written reports. Based on the data

analysis, the researcher draws conclusions

and makes recommendations.


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Importance of Marketing Research to Managers

Marketing Managers can use Marketing

Research to be more Proactive

Altering the MarketingMix to fit newly

emerging patterns in the external environment

(viewed as opportunities)Developing a Marketing Strategy to guide the

long-run use of the firms resources given its

existing capabilities and projected changes in

the environment


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Deciding to Conduct Marketing Research

There are some situations where it is bestnot to conduct Marketing Research:

Lack of Resources

Results Wont Be Useful Decisions Already Been Made

Managers Cant Agree on Whats Needed

Information Already ExistsCosts Greater than Benefits


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Definition of Ethics

Ethicsrefers to moral principles or values

generally governing the conduct of an

individual or group.

Conventional moralityis morality based onthe expectations of society

In our case, we follow the conventional

morality based on the expectations of the

marketing research community


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Marketing Research Ethics

Unethical Practicesinclude:Low-ball Pricing

Lack of Objectivity

Abuse of RespondentsSelling Unnecessary Research

Violating Client Confidentiality

Use of Professional Respondents


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Respondents Rights

The Right to Privacy

The Right To Be Informed

The Right to Safety

The Right to Choose

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