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Exploring Marketing Research William G. Zikmund. Chapter 4: The Human Side of Marketing Research. Mission Statement. Identifies the research department’s purpose within the organization. Continuum of Marketing Research Sophistication. Intuition-Centered Decision Making.
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Exploring Marketing ResearchWilliam G. Zikmund Chapter 4: The Human Side of Marketing Research
Mission Statement • Identifies the research department’s purpose within the organization
Continuum of Marketing Research Sophistication Intuition-Centered Decision Making Stage of intuitive decision making Stage of sophistication Research-Centered Decision Making Stage of development
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 Researchers 1. Decision oriented 1. Technique oriented 2. Intuitive 2. Analytical 3. Managers like to confirm 3. Researchers like to explore 4. Time orientation toward: a. project immediacy (“I need it now.”) b. results about future behavior (“what will sales be next year?”) 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”) 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?”) 6. Results orientation: a. researchers love surprises b. abstraction (“our exponential gain. . .”) c. probability (“may be”) 7. Reactive 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