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    B Struct

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    This document discusses different types of marketing research and research suppliers. It outlines basic research which expands knowledge and is published, versus applied research which solves real-world problems. Research can be supplied internally as full-service customized solutions or externally as limited-service specialists in areas like data collection, analysis, or specialized techniques. The document also covers ethics in research, emphasizing objectivity, integrity, proper treatment of subjects, and avoiding plagiarism or harmful practices. Unethical behaviors include sugging or frugging which misrepresent research goals.

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    B Struct

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    This document discusses different types of marketing research and research suppliers. It outlines basic research which expands knowledge and is published, versus applied research which solves real-world problems. Research can be supplied internally as full-service customized solutions or externally as limited-service specialists in areas like data collection, analysis, or specialized techniques. The document also covers ethics in research, emphasizing objectivity, integrity, proper treatment of subjects, and avoiding plagiarism or harmful practices. Unethical behaviors include sugging or frugging which misrepresent research goals.

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    This document discusses different types of marketing research and research suppliers. It outlines basic research which expands knowledge and is published, versus applied research which solves real-world problems. Research can be supplied internally as full-service customized solutions or externally as limited-service specialists in areas like data collection, analysis, or specialized techniques. The document also covers ethics in research, emphasizing objectivity, integrity, proper treatment of subjects, and avoiding plagiarism or harmful practices. Unethical behaviors include sugging or frugging which misrepresent research goals.

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    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
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    4 views11 pages

    B Struct

    Uploaded by

    subroto36
    This document discusses different types of marketing research and research suppliers. It outlines basic research which expands knowledge and is published, versus applied research which solves real-world problems. Research can be supplied internally as full-service customized solutions or externally as limited-service specialists in areas like data collection, analysis, or specialized techniques. The document also covers ethics in research, emphasizing objectivity, integrity, proper treatment of subjects, and avoiding plagiarism or harmful practices. Unethical behaviors include sugging or frugging which misrepresent research goals.

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    of 11

    CLASSIFYING RESEARCH

    BASIC RESEARCH

    APPLIED RESEARCH

    Basic Marketing Research


    Expands existing knowledge base Becomes part of public domain Published in scholarly journals Conducted primarily by individuals with terminal degrees Used for purposes of theory discovery and theory verification

    Applied Marketing Research


    Conducted in order to solve specific realworld problems Usually propriety information Employs knowledge gained in basic research

    Research Suppliers

    Internal Full Service

    External Limited Service

    Full Service
    Syndicated Data Services - collect information that is available to multiple subscribers Standardized Services - the service used to collect the data is standardized but the data collected is unique to each buyer Customized Services - the research service provided to each client is tailored to meet needs of that client

    Limited Service
    Field Services - specialize in data collection Market Segment Specialists - specialize in conducting research pertaining to particular market segments Data Entry Services - specialize in editing and coding questionnaires and entering data Sample Design & Distribution Services - provide distribution lists to firms and/or conduct surveys Data Analysis Services - analyze data already collected Specialized Research Technique Firms - employ highly -specialized services such as eye-tracking, skinresponse testing, brand naming, packaging services

    Ethics in Marketing Research


    Objectivity in Interpretation purposely withholding information changes in wording from original survey overstating generalizability of findings Integrity in Data Collection false data failure to abide by agreed-upon data collection procedures

    Ethics in Marketing Research


    Proper treatment of subjects lack of privacy in responses harmful treatment of subjects Plagiarism copying anothers survey instrument reporting anothers results as your own

    Ethics in Marketing Research


    Deontology - Focuses on individuals rights

    Teleology - Focuses on trade-offs between individual costs and group benefits

    Ethics in Marketing Research


    Sugging - selling under the guise of a survey (Illegal) Frugging - fund raising under the guise of a survey (Unethical)

    Ethics in Marketing Research


    If you think you might be doing something unethical, it probably is unethical.

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