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Navigating Organizational and Ethical Challenges in Marketing Research

Explore how organizations handle marketing research, ethical dilemmas, and stakeholder relationships. Learn about stages of development, decision-making, and ethical codes.

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Navigating Organizational and Ethical Challenges in Marketing Research

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Presentation Transcript

  1. Organizational and Ethical Issues Chapter 4

  2. Organizations and Marketing Research • Mission Statements • Stages • Intuitive decision-making • Stage of development • Stage of sophistication

  3. MKT Research and Organizational Framework • Staff Function • Small firm • Large firm

  4. MKT Research and Organizational Framework • Medium firm • Director of Marketing Research • Research analyst • Research assistant • Decision Support Systems Function • Manager of Decision Support Systems • Forecast analyst • Marketing Research Function • Customer Quality Research • Managers of Customer Quality Research

  5. MKT Research and Organizational Framework • Cross-functional teams • What are they? • Advantages

  6. Research Suppliers & Contractors • Research supplier • Syndicated service • Standardized research services • Custom research

  7. Ethics • What are ethics? • What influences them?

  8. Respondent • Obligation to be honest • Privacy v. Confidentiality • What about elderly people? • Deception • Right to be informed

  9. Researcher • Code of Ethics • Research is not Sales • Objectivity • Misrepresentation of research • Protect confidentiality of all parties • Dissemination of faulty conclusions

  10. Client Sponsor • Ethical behavior in transaction • Open relationship w/ supplier • Open relationship w/ interested parties • Advocacy research • Privacy • Commitment to Research • Pseudo-Pilot Studies

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