Organizational and Organizational and Ethical IssuesEthical Issues

Chapter 4Chapter 4

Organizations and Marketing Organizations and Marketing ResearchResearch

Mission StatementsMission Statements StagesStages

– Intuitive decision-makingIntuitive decision-making– Stage of developmentStage of development– Stage of sophisticationStage of sophistication

MKT Research and Organizational MKT Research and Organizational FrameworkFramework

Staff FunctionStaff Function– Small firmSmall firm– Large firmLarge firm

MKT Research and Organizational MKT Research and Organizational FrameworkFramework

– Medium firmMedium firmDirector of Marketing ResearchDirector of Marketing ResearchResearch analystResearch analyst

– Research assistantResearch assistantDecision Support Systems FunctionDecision Support Systems Function

– Manager of Decision Support Systems Manager of Decision Support Systems – Forecast analystForecast analyst

Marketing Research FunctionMarketing Research FunctionCustomer Quality ResearchCustomer Quality Research

– Managers of Customer Quality ResearchManagers of Customer Quality Research

MKT Research and Organizational MKT Research and Organizational FrameworkFramework

Cross-functional teamsCross-functional teams– What are they?What are they?– AdvantagesAdvantages

Research Suppliers & Research Suppliers & ContractorsContractors

Research supplierResearch supplier– Syndicated serviceSyndicated service– Standardized research servicesStandardized research services– Custom researchCustom research

EthicsEthics

What are ethics?What are ethics? What influences them?What influences them?

RespondentRespondent

Obligation to be honestObligation to be honest Privacy v. ConfidentialityPrivacy v. Confidentiality

– What about elderly people?What about elderly people? DeceptionDeception Right to be informedRight to be informed

ResearcherResearcher

Code of EthicsCode of Ethics Research is not SalesResearch is not Sales ObjectivityObjectivity Misrepresentation of researchMisrepresentation of research Protect confidentiality of all partiesProtect confidentiality of all parties Dissemination of faulty conclusionsDissemination of faulty conclusions

Client SponsorClient Sponsor

Ethical behavior in transactionEthical behavior in transaction Open relationship w/ supplierOpen relationship w/ supplier Open relationship w/ interested Open relationship w/ interested

partiesparties– Advocacy researchAdvocacy research

PrivacyPrivacy Commitment to ResearchCommitment to Research Pseudo-Pilot StudiesPseudo-Pilot Studies