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Essentials of Marketing Research William G. Zikmund

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. Research-Centered

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Essentials of Marketing Research William G. Zikmund

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  1. Essentials of Marketing ResearchWilliam G. Zikmund Chapter 4: The Human Side of Marketing Research

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

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

  4. 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

  5. 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

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

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

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

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

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

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

  12. 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

  13. 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

  14. Advocacy Research • Research to support a specific legal claim

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

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