PRESENTED BY:RAHUL KUMAR
The function that links an organization to its market through the gathering the informationBy :- AMERICAN MARKETING ASSOCIATION
Formal communication link with the environment to provide accurate and useful information for better decision making.
Systematic process of specifying, collecting, analyzing, and interpreting. Useful for planning, problem-solving, and controlling
1. 2. 3. 4. 5. 6.
Define the Research Problem Determine Research Design Defining the information need Designing data collection method / forms Analyze and Interpret Data Communicate Results
let discuss the various steps and related issues with these steps..
of problem Convert management problem in research problem.
There are three types of situations:Unnoticed opportunities Latent difficulties
The issue arise if the process of defining the problem and developing an approach is compromised by the personal agendas of client(DM) or researcher. The market research has four stakeholders:
These stake holder have certain responsibilities to one another and research projects.
RESEARCH DESIGNA framework or blueprint for conducting the marketing research project. It specifies the details of the procedures necessary for obtaining the information needed to structure and solve marketing research problems.RESEARCH DESIGN
the research design stage not only are the concern of the researcher and the clients involved ,but also the right of the respondents must be respected The basics questions of the research design that should be adopted has ethical overtone. The researcher must ensure the utility of the research
The need of primary or secondary data is determined .
Issues in determining information need :The researcher is ethically obligated to insure the relevance and usefulness of secondary data to be problem at hand. The secondary data should be evaluated by the criteria It is also important that data were collected using procedures that are morally appropriate.
Gather factual information. Once the basic research plan has been completed, the needed information can be collected by mail, telephone or personal interviews, by observation, or from commercial or government data source. The choice depends on the plan and available source of information. Methods of Data Collection Personal Interview Telephone Interview Mail Survey Fax Survey E-mail Survey Web-based Survey
Misrepresentation of Data Collection Process Stems From Representation of a marketing activity other than research as research Abuse of respondents rights during the data collection process, under the rationale of providing better quality research. E.G.,
Use of survey for selling purposes Use of survey to obtain names and addresses of prospects for direct marketing
The Rights of the Respondents Can Be Violated By Not mentioning to the respondent that a follow up interview will be made Using hidden tape recorders Not debriefing the respondent Conducting simulated product tests in which identical product is tried by respondent except for variations in color
of the analysis is to interpret and draw conclusions from the mass of collected dataMust select appropriate analytic tools to match data, research objectives, and information needs Researchers must remember to speak in managerial terms rather than in the terminology understood only by research specialists Reports should outline technical details of the research project and methods in an appendix, if at all Researchers should spell out their conclusions in clear, concise, and actionable terms
Ethical Issues in Analyze and Interpret Data:
analyzing data , report is prepared on the basis of findings of research.
Issues in report preparation: Principle
of clarity and precision. Principle of objectivity Principle of coherence Use of chart and diagram
of information Nature of decision Time constraints Resource requirement Benefits vs cost
Adequacy Correctness Tailor
made Relevancy Up to date
Cost Time Demography Geography Communications Accuracy
Unethical Unethical Unethical
activities by client/research user activities by the research provider activities by respondent
and etic are the terms used to refer two different kinds of data concerning human behavior. The word is taken from Anthropology Emic =internal , etic =external Young people may not have emic awareness of themselves where from etic point
Ethics in Marketing research refers to moral principles or values that a researcher or research organization should consider. Let’s identify and understand various Ethical Issues in Marketing Research with the help of a suitable example. Following are some issues and considerations regarding respondents rights which the researcher should consider in any marketing research activity.
Ethics in Marketing research, Privacy of respondents data and assurance (Emotional & legal) regarding that is becoming an important part of Marketing research. The CASRO (Council of American survey research organization) has also established a detailed code of marketing research ethics.
Ethically, Sound Research (Good Research) considers the interests of 5 distinct entities which affect by the research process:
Parties Involved in Marketing Research
Generally, three parties are involved in marketing research –
Code Of Ethics By American Marketing Association (AMA)
The American Marketing Association has established a code of ethics i.e. principles of ethical practices of marketing research. We are explaining these points in simple English. These guidelines are for Research users, interviewers and research practitioners. Please note that the original language & statements of Marketing research code of ethics given by the American Marketing association may differ from this content.
Ethical Issues In Marketing Research And Considerations
Purpose & Use of Data
Collected data should not be used for any other purpose.
Information or data collected from respondents should not be used for any other purpose or for any other research work.
In this case, the researcher plays a crucial role and he can assure respondents about the security of the opinions and information given by the respondent.
Force To Answer
The researcher should not force any respondent for answers.
The researcher can explain the importance or necessity of answer to that question for research work, but he/she should not make compulsion or impel respondents to answer a particular question.
Protection of data or confidentiality of data
Personal or Sensitive Questions
In case of personal or sensitive questions, the researcher should give time to respondents to think about it, and refuse to participate in the study.
Researcher or trained staff of appropriate sex can be used to reduce embarrassment caused. For example, suppose questions are related to the female product, then it will be better to select female staff to do the research.
Unbiased and Accurate
Proper, Unbiased and accurate information collection
Marketing researcher should collect accurate information and report to the research organization & client without any bias.
Ethical Issues In Marketing Research Involving the Protection of the Public
The researcher should not product falsified or wrong project or research report.
The falsified report may include –
We can explain these points with the help of examples-
1. Incomplete Reporting
For example, Researcher or organization may concentrate on that area where network or sale or reputation is strong.
2. Misleading Reporting
It may present in such a manner that the audience will draw a conclusion that is not justified by the results mainly observed in advertising campaigns
3. Non-Objective Research
Intentional or deliberate misrepresentation of research methods or results
Example: Conducting research in areas where the firm has an unusually strong distribution system or reputation, this is an example of non-objective research
Ethical issues in Marketing Research Involving the Protection of Respondents
Use of “Marketing research” Guise to sell products
Guise: Illusion, Semblance or misleading by erroneous information, Invasion of Privacy Respondents
Right to privacy
Abuse of respondents
Ethical Issues Involving the Protection of the Client
Protection against misleading presentations of data
Ethical Issues in Marketing Research Involving the Protection of the Research Firm
Ethical Issues in Marketing involving the Protection of the Research Profession
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This is all about Ethical Issues in Marketing Research and list of reference books used. You may also want to read Marketing Research Topics For Presentation.