Chapter 4 - Essentials of Marketing Research

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					Essentials of Marketing Research
William G. Zikmund

Chapter 4: The Human Side of Marketing Research

Continuum of Marketing Research Sophistication
Intuition-Centered Decision Making
Stage of intuitive decision making Stage of sophistication

Stage of development

Research-Centered Decision Making

Research Departments Perform a Staff Function
• • • • Clients Director of research Research analysts Cross-functional teams

Medium-Sized Research Department
Director of marketing research and sales forecasting

Research analyst (project director)

Manager of sales research

Research assistant (entry-level trainee)

Forecast analysts

Managers 1. Decision oriented 2. Intuitive

Researchers 1. Technique oriented 2. Analytical

3. Managers like to confirm 4. Time orientation toward: a. project immediacy (“I need it now.”) b. results about future behavior (“what will sales be next year?”)

3. Researchers like to explore
4. Time orientation toward: a. Project prolongment (“later when we have time for a complete study”) b. results about past behavior (“our trend has been . . .”) 5. Not cost conscious (“you get what you pay for”) 6. Results orientation: a. researchers love surprises b. abstraction (“our exponential gain. . .”) c. probability (“may be”) 7. Reactive

5. Frugal (“keep the cost down”) 6. Results orientation: a. managers do not like surprises--when they are surprised they tend to reject the results b. concern (“aren’t we number one yet?”) c. certainty (“is it or isn’t it?”)
7. Proactive

Top Management-Marketing Research Conflict
• • • • • • • Research responsibility Research personnel Budget Assignments Problem definition Research reporting Use of research

Research Supplier
• A commercial marketing research service that conducts marketing research activities for clients • Syndicated service • Standardized service • Provides customized research

Greenbook 2000-2001 : International Directory of Marketing Research Companies and Services (Serial)

Considerations for Hiring Outside Suppliers
• • • • • • • Expertise Urgency of the decision Personnel resources Economic factors Objectivity Confidentiality Quality control

Ethical Issues
• Philosophical questions • Societal norms • Codes of behavior

Rights and Obligations of the Respondent
• • • • The obligation to be truthful Privacy Deception The right to be informed

Rights and Obligations of the Researcher
• • • • The purpose of research is research Objectivity Misrepresenting research Protect the right to confidentiality of both subjects and clients • Dissemination of faulty conclusions • Advocacy research

Rights and Obligations of the Client Sponsor (User)
• Ethics between buyer and seller • An open relationship with research suppliers • An open relationship with interested parties • Privacy • Commitment to research • Pseudo-pilot studies

Advocacy Research
• Research to support a specific legal claim

Pseudo-Pilot Studies
• The researcher is told that the study is the first of many in a more comprehensive study


				
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