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Ethics in Marketing Research

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Conducted primarily by individuals with terminal degrees. Used for purposes of theory discovery and theory ... Deontology - Focuses on individuals' rights ... – PowerPoint PPT presentation

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Title: Ethics in Marketing Research


1
CLASSIFYING RESEARCH
  • BASIC RESEARCH
  • APPLIED RESEARCH

2
Basic Marketing Research
  • Expands existing knowledge base
  • Becomes part of public domain
  • Published in scholarly journals
  • Conducted primarily by individuals with terminal
    degrees
  • Used for purposes of theory discovery and theory
    verification

3
Applied Marketing Research
  • Conducted in order to solve specific real-world
    problems
  • Usually propriety information
  • Employs knowledge gained in basic research

4
Research Suppliers
External
Internal
Limited Service
Full Service
5
Full Service
  • Syndicated Data Services - collect information
    that is available to multiple subscribers
  • Standardized Services - the service used to
    collect the data is standardized but the data
    collected is unique to each buyer
  • Customized Services - the research service
    provided to each client is tailored to meet needs
    of that client

6
Limited Service
  • Field Services - specialize in data collection
  • Market Segment Specialists - specialize in
    conducting research pertaining to particular
    market segments
  • Data Entry Services - specialize in editing and
    coding questionnaires and entering data
  • Sample Design Distribution Services - provide
    distribution lists to firms and/or conduct
    surveys
  • Data Analysis Services - analyze data already
    collected
  • Specialized Research Technique Firms - employ
    highly -specialized services such as
    eye-tracking, skin-response testing, brand
    naming, packaging services

7
Ethics in Marketing Research
  • Objectivity in Interpretation
  • purposely withholding information
  • changes in wording from original survey
  • overstating generalizability of findings
  • Integrity in Data Collection
  • false data
  • failure to abide by agreed-upon data collection
    procedures

8
Ethics in Marketing Research
  • Proper treatment of subjects
  • lack of privacy in responses
  • harmful treatment of subjects
  • Plagiarism
  • copying anothers survey instrument
  • reporting anothers results as your own

9
Ethics in Marketing Research
  • Deontology - Focuses on individuals rights
  • Teleology - Focuses on trade-offs between
    individual costs and group benefits

10
Ethics in Marketing Research
  • Sugging - selling under the guise of a survey
    (Illegal)
  • Frugging - fund raising under the guise of a
    survey (Unethical)

11
Ethics in Marketing Research
  • If you think you might be doing something
    unethical, it probably is unethical.
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