Market research

lectures
This lecture concentrates on answering the
questions: fourth and fifth
of the previous lecture
 4/ the answer of question four :
who conduct marketing research?

Practicing marketing research requires answering the

following questions:-
 How to make a decisions to
practice research?

Who conduct marketing

research?

Concerning the first question: The decision to

conduct marketing research:
 Marketing research can be beneficial in a variety
of situations, but the decision to conduct research
is not automatic.

Rather, this decision should be guided by:

A number of consideration :
 Such as:

The resources available to implement the

research findings, and management’s attitude
toward research.
Marketing research should be undertaken
when the expected value of information it
generates exceeds the costs of conducting
the marketing research project.
 In general,

The more important the

decision confronting the
management
And the greater the uncertainly or risk facing
them, the greater the value of information
obtained.
 So:-

Formal procedures are available for quantifying the

expected value as well as the costs of a marketing
research project.
 Although, in most instance the value of
information exceeds the costs, there are
instances when the reverse may be true.
 Concerning the second question:

Who conduct marketing research?

As a general the participants

in marketing research
activities are:-
Information users

Information supplies inside the

company

Information supplies outside

the organization
So Participants in Marketing Research Activities are:

Information Information
:Suppliers users Information
Inside the company •General :Suppliers
•Marketing research management Outside The
department •Planning Company
•Sales analysis •Marketing •Research
group and sales consultants
•Accounting managers •Marketing research
department •Product suppliers
•Corporate strategic managers •Advertising
planning •Lawyers agencies
Then, who is responsible for conducting marketing
research is related to the marketing research
industry.

The marketing research industry

consists of suppliers who:
Provide marketing research
services.
Marketing research suppliers and
services provide most of
information needed for making
marketing decisions.
The internal and external suppliers in the
following figure
 Research Suppliers and Services

Internal External (Marketing

research industry)

Structured independent Unstructured (one or more

department MR employees

Full service
Limited services

Syndicated Customized
services Branched products
services Field services Analytical services
and services

Standardized Internal
services services Coding and data
Data analysis services
entry services
 And now
what are

Factors influencing choice of information supplier?

There are different factors which influence
choosing the information supplier.

These factors such as:

 1-Lack of specialized skills or
experience internally in that
area .

2-Use outside help to boost

internal capacity in response to
urgent deadlines

 .
3-It may be cheaper to go
outside .
4-Outside suppliers may have special facilities
or competencies which would be costly to
duplicate for single study.
5-Political considerations may dictate use of a
credible outside research specialist.

5-Research finding by an outside supplier is

more credible especially in litigation or in
proceeding before regulatory or legislative
bodies.
Also it should be taken in consideration
a group of Criteria for selecting external
suppliers.
 These criteria represent in a group of
steps should be followed in deciding in
supplier can deliver promised data,
advice, or conclusions.
 These steps are:-

1-A thorough search for companies with an

expertise in the area of study.
2-Selection of small number of bidders on the
basis of recommendations of colleagues or others
with similar needs.
3-Personal interviews with potential project leaders,
asking for examples of previous work, their procedures
for working with clients, and ability to provide
references.
4-Check of the references of each potential supplier, with
special attention to comments on:
Expertise,
Creativity,
And the quality and adequacy of resources available.
5-the answer of the question
five :Ethics in Marketing
Research:-

Ethics refers to principles or value

that generally govern the conduct
of an individual or group.
 Researchers have responsibilities to their profession, clients
and respondents, and must adhere to high ethical standards
to ensure that both the function and the information are not
brought into disrepute.
Then what is the ethics of the participants in
marketing research?
Ethics of the sponsor or the research client:

The more common sources of ethical problems in

the client establishment stem from the following
sources:-
Over and covert purposes

Dishonesty in dealing with

suppliers

Misuse of research
information
Ethics of supplier:-
The more common ethical issues for
the research supplier are:-

Violating client confidentiality.

Improper execution of research.

Abuse of Respondents:-

Any form of violation of

respondent’s rights:
(the right to privacy, the right to
safety, the right to know the true
purpose of research,
The right to research results and
the right to decide which
questions to answer).leads to:
Amounts to unethical treatment
or abuse of the respondent
(falsifying answers).