tailieunhanh - Lecture Marketing research - Chapter 15: Managing marketing research and research ethics

In this chapter, you will learn to: Understand what clients want from a research supplier or department; appreciate the role of communications in managing marketing research; learn about the research management goals of assurance of data quality, cost control, adherence to time schedules, maintenance of client profitability, and staff development;. | Copyright © 2004 John Wiley & Sons, Inc. Managing Marketing Research and Research Ethics CHAPTER Fifteen Learning Objectives 1. To understand what clients want from a research supplier or department. 2. To appreciate the role of communications in managing marketing research. 3. To learn about the research management goals of assurance of data quality, cost control, adherence to time schedules, maintenance of client profitability, and staff development. Learning Objectives 4. To examine unethical practices among marketing research suppliers, clients, and marketing research field services. 5. To become familiar with respondents’ rights. Top Ten Things A Client Wants In A Research Company Or Department 1. Maintains client confidentiality 2. Is honest 3. Is punctual 4. Is flexible 5. Delivers against projects specifications 6. Provides high-quality output To understand what clients want form a research supplier or department. What Do Clients Want From a Research Department or Research Supplier? 7. Is responsive to the client’s needs 8. Has high quality-control standards 9. Is customer-orientated in interactions with client 10. Keeps the client informed throughout a project. To understand what clients want form a research supplier or department. What Do Clients Want From a Research Department or Research Supplier? To learn about the research management goals of assurance of data quality and cost control. Managing The Research Process Research Management Defined Data Quality Management Integrity and Quality of Data Procedures Time Management Keep Project on Schedule Two Problems The incident rate problem A longer-than-anticipated interview System to Control Schedules Managing Costs Capture data collection and other costs daily. Daily reporting of costs to project managers. Communicate the budget picture to clients and managers. Quickly identify over-budget situations Offer options to client early in the process. The Incidence Rate Problem Know the incidence rate. . | Copyright © 2004 John Wiley & Sons, Inc. Managing Marketing Research and Research Ethics CHAPTER Fifteen Learning Objectives 1. To understand what clients want from a research supplier or department. 2. To appreciate the role of communications in managing marketing research. 3. To learn about the research management goals of assurance of data quality, cost control, adherence to time schedules, maintenance of client profitability, and staff development. Learning Objectives 4. To examine unethical practices among marketing research suppliers, clients, and marketing research field services. 5. To become familiar with respondents’ rights. Top Ten Things A Client Wants In A Research Company Or Department 1. Maintains client confidentiality 2. Is honest 3. Is punctual 4. Is flexible 5. Delivers against projects specifications 6. Provides high-quality output To understand what clients want form a research supplier or department. What Do Clients Want From a Research Department or Research .