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16 Cards in this Set
- Front
- Back
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Types of research suppliers
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Internal Suppliers
External Suppliers Limited Service Suppliers Full Service Suppliers |
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Services full service suppliers offer
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syndicated data services, standardized services, customized services, online research services
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services limited service suppliers offer?
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field services (aka phone banks), market segment specialist, sample design and distribution services, data analysis services, specialized research technique services
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are outside firms hired to fulfill a firm’s marketing research needs.
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external suppliers
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may be defined as a field of inquiry in to what behaviors are deemed appropriate under certain circumstances as prescribed by codes of behavior that are set by society.
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Ethics ( society determines what is ethical and unethical.)
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Marketing researchers should not work for competing clients
Marketing researchers should not divulge any aspects of the research to third parties Marketing researchers should not suggest research that is not needed by the client |
Ethical issues that arise in marketing research
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Sugging
Frugging Misrepresentation and omission of pertinent research data Treating clients, suppliers & the public unfairly Respondent Fairness |
codes of ethics: some issues
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the value of having access to a large number of consumers willing to cooperate in studies, will increase in the future
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panel equity
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What is the most important aspect of the marketing research process?
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determining information needs correctly
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Overview of the marketing research process
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Determine information needs
Develop research design Execute study Communicate the results |
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Types of managerial models to help with problem identification
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a. The Environment
b. Competitive Behavior c. Consumer Behavior d. Trade-Salesperson Behavior |
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elements of the decision rules
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a. Action standards
b. Backward Marketing Research c. Cost versus the value of information |
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what are the three main types of research and when are they used?
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exploratory, descriptive, causal. Used after information needs are defined.
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goal is to get ideas and suggestions for solving a problem
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exploratory research
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precise numbers for information needs- bar vid-questionaires
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descriptive
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choice problem-multiple courses of action- 3 new flavors of a drink but can only choose one. Which ad should we run?
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causal
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