Mkt 232 Chapter 3

Front 1

The __________________ _______________ led to manufacturers producing goods for distant markets

Back 1

industrial revolution

Front 2

conduct entire marketing research project for buyer firms

- define problem, specify research design, collect & analyze data, prepare final written report

Back 2

full-service external supplier firm

Front 3

collect info that is made available to multiple suppliers
- supply info or data in standardized form to a large # of companies

Back 3

syndicated data

Front 4

provide syndicated marketing research services to clients

Back 4

standardized data

Front 5

offer a variety of research services that are tailored to match the clients specific needs

Back 5

customized data

Front 6

provide services online - use of computer networks to assist in any phase of the marketing research process

Back 6

online research

Front 7

specialize in one, or at most, a few marketing research activities

Back 7

limited service external research firms

Front 8

field of inquiry into determining what behaviors are deemed appropriate
- society determines what is ethical and what is not

Back 8

ethics

Front 9

- prohibiting selling (sugging) or fund-raising (frugging) under the guise of conducting research
- maintaining research integrity by avoiding misrepresentation and omission of permanent research data
- treating outside clients and suppliers fairly

Back 9

code of ethics

Front 10

______________ holds that if an (any) individual's rights are violated, then the behavior is not ethical

Back 10

deontology

Front 11

_____________ says to judge a given behavior in terms of its benefits and costs to society; if there are individual costs but group benefits, then there are net gains (vs. net losses) and the behavior is judged to be ethical.

Back 11

teleology

Front 12

entity within the firm that supplies marketing research.

- They may
o Have their own formal departments
 Adv.: staff is fully cognizant of the firm’s operations and the changes in the industry, which may give them better insights into identifying opportunities and problems suitable for marketing research action.
o Have no formal department but make at least a single individual or a committee responsible for marketing research
 Adv.: limiting fixed costs incurred by maintaining the full-time staff required for an ongoing department.
o Assign no one responsibility for conducting marketing research
 Disadv.: research activities are not coordinated; a division conducts its own research and other units of the firm may be unaware of useful information.

Back 12

Internal Marketing Research Suppliers

Front 13

outside firms hired to fulfill a firm’s marketing research needs.

- May be organized in one of the following manners:
o Function
o Type of research application
o Geography
o Type of customer
o Combination of above

Back 13

External Marketing Research Suppliers

Front 14

- -prohibiting selling (sugging) or fund-raising (frugging) under the guise of conducting research
- sugging: selling under the guise of conducting research
- frugging: fund-raising under the guise of conducting research
o in sugging and frugging there is no good-faith effort to conduct a survey for the purpose of collecting and analyzing data for specific purposes. Rather the intent of the “fake” survey is to sell or raise money.
- maintaining research integrity by avoiding misrepresentation and omission of pertinent research data
- treating outside clients and suppliers fairly

Back 14

marketing code of ethics

Front 15

value of readily available access to willing respondents, may become more and more important in the future.

Back 15

Panel Equity

Front 16

performing research that adheres to accepted standards, may take the form of withholding information, falsifying data, altering research results, or misinterpreting the research findings in a way that makes them more consistent with predetermined points of view.

Back 16

Research Integrity