1. Ethics and Organizational Issues in Marketing Research

2. Marketing Research & Ethics
Examples of Ethical Dilemmas in Marketing Research
Company A gets poor response rates in its mail surveys so uses fictitious letterhead labeled “Public Opinion Research Inc.” (Misidentification)
80% of physicians recommend that consumers use no margarine. Of the remaining 20%, a majority recommend brand A. Brand A’s ads say -- “Recommended by Physicians” (Misinterpretation)

3. Marketing Research & Ethics
Examples of Ethical Dilemmas in Marketing Research
ABC Marketing calls customers on the phone to “assess their satisfaction with their current house.” After getting customer opinions, ABC tries to “sell” customers the new siding. (Sales disguised as research)
Company X is required by its state’s Public Service Commission (PSC) to assess the impact of a rate increase on low income customers. Company X’s research shows that low-income consumers would be adversely affected by the rate change. When asked by the PSC how the rate change would affect such customers, Company X says they did no research to answer this question. (Misrepresentation)

4. Marketing Research & Ethics
Should Researchers be Concerned About Ethics -- YES!
Ethical practices enhance the public’s acceptance of marketing research
Ethical practices can improve marketers’ sensitivity to their customers
Ethical practices can help forestall government intervention and regulation

5. Marketing Research & Ethics
What Researchers owe Respondents
Duty not to engage in deceptive practices
Duty not to invade privacy
Duty to manifest concern for respondents

6. Marketing Research & Ethics
What Researchers owe Clients
Forthright research designs
Avoid unneeded research
Designs that fit the budget of the clients
Researchers’ responsibilities
No over billing
Confidentiality
Eliminate conflicts of interest

7. Marketing Research What Researchers owe the Public Accurate reporting
No incomplete reports
No misleading reports
Objective Reporting

8. Organizational Issues in MR
Gathering Marketing Research Information
Level 1: Organizations have a need for information to help them make decisions
Level 2: Research Suppliers
Custom and syndicated research providers
Design and obtain needed studies
Level 3: Data Collectors
Field service organizations
Personal / Telephone interviewers
Focus group facilitators
Level 4: Respondents

9. Organizational Issues in MR
Marketing Research Successes
Works best when organizations have a commitment to research (top management commitment)
View research as in investment (not a cost)
Work with Level 2, 3, and 4 organizations as partners
Share mission, objectives, etc.
Watch for these danger signals
Magic techniques (there is no magic)
Guaranteed solutions (no guarantees – you are gathering information to help make decisions)

10. Organizational Issues in MR
Marketing Research Successes
Watch for these danger signals (continued)
Price variance – cheapest may not be the best (but may not be the worst)
Making research successful
Clear objectives
Build relationships with Levels 2, 3, and 4
View research as a process (one study may not get it done)