C1

Question 1

Define pure research

Answer 1

research undertaken to gain knowledge or understanding of something without having in mind a specific application of that knowledge

Question 2

Define applied research

Answer 2

research undertaken to gain knowledge or understanding needed to address a specific need

Question 3

Define research

Answer 3

systematic observation or investigation to find things out.

A process by which we produce evidence or knowledge about the world founded on scientific methods.

Question 4

What does market and social research examine?

Answer 4

behaviour or attitudes

Question 5

Why is behaviour examined?

Answer 5

Behaviour is to be understood for its own sake, which may be relevant to understanding how a product/service is used e.g. how decisions are made about what to buy and to understand it in order to influence it via marketing communications such as advertising or government information campaigns. ‘Actual’ purchase behavior is observed by collecting data at the point-of-sale in shops, which is different to reported behaviour.

Question 6

Types of behaviour?

Answer 6

Behaviour can be conscious or unconscious - if unconscious (habitual & routine) then asking questions will unlikely uncover anything, which is where observations come in useful.

Question 7

Why are attitudes examined?

Answer 7

Attitudes can be collected as peoples opinions on events and issues to about products or brands - all of which can be changed as result of experience, media coverage or advertising. STudy of attitudes allow researcher to see people’s views of the world, and why / how these differ. Attitudes also allow help us to understand what influences peoples intention to act - and how we might influence it.

Question 8

What is the Value Action Gap?

Answer 8

link between attitudes and behaviour is not always strong, and people may hold attitudes that are not consistent with their behaviour e.g. environmental

Question 9

Inconistencies within attitude and behaviour?

Answer 9

Emotions, biases, social norms.

It is important to create research that research attitudes to specific events and not generalities as human attitudes are complex.

Not all attitudes and behaviour are rational - emotions have impact, whether this be directly/indirectly or consciously/unconsciously. In addition to this we all hold biases one way or another that increase the likelihood of choosing one option over another. Need to be aware of the role that emotion and bias play in all research. Attitudes are also influenced by social norms of relevant social groups.

Question 10

Four broad research contexts?

Answer 10

consumer, B2B, advertising and international

Question 11

define consumer

Answer 11

May be individuals or households, with the purpose of understanding consumer behaviour, attitudes and opinions regarding products and services and the marketing activity surrounding them.

Question 12

B2B

Answer 12

B2B (also referred to as industrial research or trade research) research purpose is to understanding beaviour, attitudes and opinions of businesses involved in marketing and selling products and/or services to other businesses. Populations drawn for B2B research may be those in commercial and retail organisations (members of C-suite of executives e.g. CEO, CFO, IT managers, HR managers); professional practices (e.g. dentists, lawyers, surveyors); opinion leaders and formers (politicians, community leaders, journalists, bloggers). Getting access may be difficult as B2B populations are typically ‘protected’ by ‘gatekeepers’ (PA’s and junior executives).

Question 13

advertising

Answer 13

Organisations may spend a great deal of limited resources on and so tend to want to know whether money is well spent or not. Research is used to help determine which advertisements will work and best and in which medium; how effective they are among target audience; what view it creates of brand and products/services; effect on buying behaviour or intention. Research can be commissioned on concept development, testing, pre-testing. Post-testing (launch), and tracking.

Question 14

interntional

Answer 14

Organised typically in one of two ways; ‘centrally coordinated’ from one country with only data collection carried out locally, or each country runs its own project based on research plan and standardised data collection tool with results pooled on completion. Issues with translation of data collection tools and taking into account cultural differences and biases.

Question 15

RBG?

Answer 15

Research buyers guide: research organisation guide listed by field of speciality e.g. energy, healthcare, media, finance

Question 16

Value of research?

Answer 16

Organisations rely on research to inform and improve planning and decision making. Typically resources are scarce, as so must be used wisely. To do this effectively it must understand needs and opinions of both customers and other stakeholders. This is where value lies - in ability to provide high-quality information for planning and decision making in often complex decision-making environments. Decisions based on robust and credible evidence should lead to better quality decision making, better use of resources, better products / services, better policies and better relationships with customers and other stakeholders and increase general satisfaction thus ultimately creating greater longevity for organisation if research were not conducted.

Question 17

Marketers role?

Answer 17

A marketers job is to seek out business opportunities that will serve in the interests of the organisation. When one is discovered, it is a marketers role to develop a marketing plan to apply organisations resources to achieving measurable marketing objectives and so contribute to organisations goals.

Question 18

what can market research be used for in the marketing process?

Answer 18

Understand wider env and how it affects organisation
Identify opportunities and threats
Identify markets, competitors and customers
Help with priority setting and direct use of resources
Build knowledge for long term benefit
Understand customers and market dynamics
Monitor customer and stakeholder satisfaction
Understand how to bud / enhance customer relationships
Monitor / evaluate competitors
Identify / monitor market changes and trends
Develop marketing strategies
Monitor marketing programmes
Test different marketing strategies
Understand how to influence consumer attitudes or behaviour
Understand how best to communicate wih consumers and stakeholders
Develop advertising and communication strategies
Develop and test advertising executions
de velop / select product / service / brand name / packaging design / price point / distribution channel

Question 19

value of social research?

Answer 19

To provide data in order to effectively plan and decision-make in relation to policy development and implementation. The wider external environment is society, and attitudes, behaviours and opinions of interest are social attitudes, social interests and how we live and behave in the social world. Plans and decisions are to be made about how society operates, how we deal with social issues, allocation of scarce resoures, services that should be provided and how these should be designed, to whom they should be targeted towards and how they should be implemented. Plans and decisions on policy and public service provision are subject to scrutiny and often require justification, so it is important that these are based on robust, defensible evidence (the best way through objective research).

Question 20

what can social research be used for?

Answer 20

Priority setting and dir3ect use of resources
Understand wider env
Identify / monitor changes and trends
Build knowledge for longer-term benefit
Develop policies and programmes
Monitor / evaluate programme delivery
Identify relevant stakeholders
Understand beliefs, values and attitudes of stakeholders
How to influence stakeholder attitudes and behaviour
Build and enhance stakeholder relationships
Monitor stakeholder satisfaction
Understand how best to communicate wit stakeholders

Question 21

Limitations of research?

Answer 21

The value of research depends on its providing actionable, insightful, high-quality information that can be used in the decision process. It will only be of use if it based on a clear understanding of problem / issue it is to address, if it has clear aims and objectives and clear understanding of what kind of information is needed for effective decision making. Factors that limit value may include the following:

Poor definition of problem
Lack of understanding of problem (or brief)
Poor / inappropriate research design
Limitations of methods used
Poor execution of the research itself
Interpretation of results
Status of knowledge
Tie elapsed between commission research and delivering / applying the findings
Use / mis-use or non-use of research evidence by the decision makers

Question 22

DMU?

Answer 22

decision making unit

Question 23

Poor definition of problem

Answer 23

Research will not be able to address problem if it is not clear what the problem is. Key skill for researcher is to be able to define or help to define the problem / issue under investigation. To do this effectively they must understand the wider context of problem and decision to be made on the basis of the research evidence - thus it is important that researcher checks that all those within the client’s decision making unit have been consulted

Question 24

Lack of understanding of problem (or brief)

Answer 24

Researcher may misunderstand what the research is to deliver, or misinterpret what is needed which may result in inappropriate research design that holds little to no value. Research commissioner has responsibility to ensure research brief is clear and unambiguous, whilst researcher has duty to ensure they understand the brief abd what evidence is needed.

Question 25

Poor / inappropriate research design

Answer 25

Suitability of evidence needed to address problem is dictated by effective research design.good research design is based on a clear and accurate definition of problem and clear understanding of research brief.

Question 26

Limitations of methods used

Answer 26

Data collected will only be as good as methods used to collect them. It is important to be aware of limitations of research methods in order to mitigate and inform of them.

Question 27

Poor execution of the research itself

Answer 27

Research may be poor executed through errors such as qnn design, samping, fieldwork and data processing and analysis. E.g. poorly recruited sample, badly worded qnn, failure to brief interviewers in handling of probes and prompts to survey qnns, falirute to brief coders in how to code respondents answers may all lead to poor quality data.

Question 28

Interpretation of results

Answer 28

Any misinterpretation of results can limit value of research - researchers must guard against any possible misinterpretation by making sure they clearly know how to analyse and read the data in an objective and systematic way.

Question 29

Status of knowledge

Answer 29

Throughout research we need to be aware of possible sources of bias and their influences, as research is influenced by social and cultural context in which is is collected. Research can never be completely objective as our views are filtered through our ow n view of the world dictated by personal experience.

Question 30

Time elapsed between commission research and delivering / applying the findings

Answer 30

Time erodes the value of research simply because the data is time dependent.

Question 31

Use / mis-use or non-use of research evidence by the decision makers

Answer 31

Value of research also lies in whether findings are used, and if so how they are used. It may be ignored as decision makers do not believe they are valid or reliable; hard to understand; unconvincing or irrelevant; or may fail to see how they can be used or have problem integrating them into the decision-making process.research findings can be inconclusive, which may limit their use or lead to wrong decisions being taken. Thus it is important to clarify with decision makers (DMU?) what they want from the research; what they think it will deliver; how findings should be delivered and presented. Researchers role is to manage expectations of what the research can and cannot provide.

Question 32

Research buyers views of the research product HINT T.I.A

Answer 32

Found research often did not reach expectation for the following reasons:

Results poorly presented
Not well managed
Too few researchers are commercially focused (little interest in way clients business works, would rather focus on data insights and implications)
Data produced nice to know but not directly actionable
Lack of creativity in design and delivery, often seen as dull and uninspiring

In conclusion, the value and perception of research can be improved by turning data into information and knowledge by paying attention to drawing out implications of research findings and interpreting findings in the context of the client’s business environment rather than presenting data. Smith (2005) says that you not only need to know the content of market research, but how to communicate what it means to those who are going to use it (typically senior management) - you must be a ‘trusted information advisor’ by:

Working in partnership with clients
Getting to grips with and making sense of data
Interpetting what data means by applying ‘contextual understanding’
Developing robust arguments that help clients make informed judgements
Present research evidence in active, engaged way not passive detached way
Engaging in the decision making process

Question 33

3 stages of research process

Answer 33

Planning and design stage

Identifying, defining and refining problem to be researched
Writing research brief
Qyestioning the brief and clarifying the problem to be researched
Designing research
Research proposal
Reviewing research proposal
Commissioning research

Fieldwork / implementation stage stafe

Setting up project
Briefing the research team 
Designing / acquiring sample
Designing data collection tool 
Briefing fieldwork team 
Fieldwork 
Monitoring fieldwork 
Planning data analysis 
Briefing data processing ream 

Analysis and reporting stage

Data analysis 
Writing up findings 
Liaising with clients 
Planning  and designing presentation 
Presenting the findings

Question 34

Research roles? 3

Answer 34

supplier, buyer, user

Question 35

Role of in-house researcher?

Answer 35

May be responsible for research into a particular market / product / service / area , anf is involved in liaising with / working with decision makers e.g. marketing, sales or policy teams.
This may involve internal consultancy role, advising on uses of research, reviewing research conducted and ensuring insights derived from it are integrated into business and planning process - essentially ensuring that research is converted into information and knowledge that can be applied to effectively move business or issue forward. Role may also involve developing databases and decision support system, providing / commissioning research / managing research process / managing relationship wih research suppliers / attending fieldwork.

Question 36

Types of research supplier (3)

Answer 36

Can be divided into three groups:

Full-service provider - offer a full service in qual / quant or both, supplying everything from research design, fieldwork and data processing to analysis and reporting of findings and their implications

Specialist - specializes in particular data collection method e.g. online research, or in particular market sector e.g. pharmaceuticals financial services, media or business-to-business or those that specialise in particular technique or application e.g. mystery shopping or product testing

Limited service providers - specialise in particular part of the research process, usually fieldwork only or data processing or both (field and tab) or in statistical analysis.

Overlap in these groups is very common.

Question 37

Roles within research agency

Answer 37

Typically full-service and specialist agencies will have a clent service or account management department, field / operations department and a data-processing department. Each can be provided as a stand-alone service (limit service agencies are those that specialise in one or more of these). There are research execs; senior ecec; research / field manager; associate director; director. There are also;

Interviewers
Supervisors
Area managers or controllers
Data entry / coding staff 
Scripters / programmers 
Data analysts 
Stastiticians

Question 38

research exec roles?

Answer 38

Liaise with client
Define problem / issue to be researched
Design research
Cost research
Write proposal
Discuss proposal with client and colleague s
Design / script data collection tool
Set up research and manage it
Conduct pilot study
Refine research plan / data collection tool in light of findings front he pilot study
Brief fieldwork team or recruiters
Brief data processing team including coders
Prepare stimulus material
Liaise with field staff on progress of work
Attend fieldwork
Prepare analysis plan
Write analysis
Check data tabulations for accuracy
Listen to recordings or research / prepare transcripts
Analytse and interpret data
Prepare report of findings
Give presentation including drawing out implications for the client
Take part in follow-up discussi9ons
Organise archiving and storage or project docs

Question 39

What are ethics?

Answer 39

Moral principles that are used to guide behaviour. A researcher’s ethical code extends to the treatment of clients e.g. recommending research that is unnecessary, misreporting findings, disclosure of confidential client data and treatment of other researchers and their work. The primary focus of this is setting standards of behaviour in relation to the treatment of research participants.

Question 40

codes of conduct?

Answer 40

Research is often done at the cost of participants - who have to divulge personal and sometimes sensitive information, have their lives and time intruded upon. One way of creating trust is to demonstrate that research will be done in an acceptable and ethical way - mainly through publishing and promoting a formal code of conduct in by which researchers agree to abide (ESOMAR / MRS CODE OF CONDUCT)

Question 41

Voluntary participation

Answer 41

No one should be forced or deceived into research, individual’s / organisation’s consent should be obtained on a transparent understanding of what the research will involve and how data will be collected. Participant should be informed that they have a right to withdraw from research at any time and are under no obligation to answer any questions asks

Question 42

No harm to participants

Answer 42

Both emotional and phsyical wellbeing of participant should be safeguarded ‘to ensure that respondents are not harmed or adversely affected by as a result of participating in research’ MRS code of conduct
E.g. testing product, giving clear instructions and allergen lists
E.g. not publishing sensitive research with identifiable data that could cause embarrassment or distress

Question 43

Informed consent

Answer 43

Paritcipants should give consent on basis of transparent (clear / unambiguous) understanding of what research will involve and how data will be collected.

Question 44

anonymity , confidentiality (privacy)

Answer 44

Anonymity is not always possible due to personal data including demographics being collected for quality control and verification and remain attached to data records. It is best practice to anonymise data as soon as relevant quality checks have been made. If it is necessary to recontact respondent data should be kept separately and only accessed by relevant researchers.
In some studies anonymity may be needed to ensure participation (e.g. elicit activities, drug taking, sexual activties) and so relevant quality checks will not be able to be undertaken,

Transparency
No deceiving subjects

Question 45

Transparency

Answer 45

Research can be conducted without the promise of confidentiality or anonymity (attributable data), as long as it is made clear and researchers are transparent about intended use of data and purpose of research.

Question 46

Ethical considerations to clients and research community

Answer 46

Researchers have ethical responsibility to behave in a way that does not cause the public o9r business community to lose confidence in research or the research profession.unnecessary research should not be suggested, claims about unrue qualifications or experience should not be made, sensitive information shared on the basis of research bty business should not be shared externally or unnecessarily, limitations or shortcomings should be transparently communicated. Research results pos / neg should be reported accurately and honestly and clients should not be misled in any way.

Question 47

Ambiguities in the interpretation and application of ethical principles

Answer 47

How far can you go in persuading ptcpts to take part? Is persuading a violation of voluntary participation? If only those willing to take part do so, what does this mean for representation of sample?

How much should you tell ptctps about research to comply with informed consent? Is it justifiable to withhold some details that you believe will bias the respondents answers or is this deception?
In small sample research within organisations that are to be identified by grade or pay, can confidentiality or anonymity be promised?
Do participants have rights to their data record after it has been anonymised? Who owns data of project?

Question 48

DPA - right of access to personal data

Answer 48

When personal data are attached to a data record e.g. qnn, the data subject - the respondent to qnn - has, under the Act, right to request access to these personal data. This does not apply when the data have been depersonalised (once personal identifiers have been removed from data record. Once quality checks have been ,ade personal data can be deleted from the record.

Question 49

DPA - storing personal data

Answer 49

Personal data should not be kept beyond fulfilling the purpose for which they are collected. Thus for attributable research, data should be held securely and that unauthorised access is not permitted or possible.

The Information Commissioner’s Office, independent body appointed by the Crown to oversee the act and protect personal information, can use powers granted to it under the Act to issue fines for non-encrypted mobile media and devices as it is a breach of the Act - therefore it should be ensured that data is stored and transferred securely e.g. devices and documents carried by interviewers or recruiters.

Under DPA, respondents have rights of access to personal data and therefore if they would like to see / amend / remove personal data in records the data owner should be notified of request within 40 days by researcher.

Question 50

Principles of DPA?

Answer 50

PD should be…

processed fairly and lawfully
only be used for specified, lawful purposes for which it was collected
adequate, relevant and not excessive
accurate and kept up to date
not kept beyond fulfilling the purpose for which it was collected
Processed in accordance with the rights of the data subject
Kept secure
Not transferred from the european economic area unless adequate protections are in place

Question 51

DPA - processing personal data

Answer 51

Processing - obtaining, recording or holding data. Refers to any operation conducted on data such as organising, adapting or altering.

Personal data can be reprocessed if this is in line with the original purpose described to research participant - this means pd can be kept indefinitely as long as it is not ‘kept beyond fulfilling purpose for which it was collected’.

Question 52

Data protection and privacy issues in online data collection

Answer 52

Social media monitoring / market research is becoming increasingly popular, and can be defined as the scraping of the web for conversations and the subsequent analysis of these discussion. This is a fast changing and legally complex area. Where personal data is being processed the DPA 2018 should be engaged.

Question 53

PECA 2003?

Answer 53

Privacy and Electronic Communications Act 2003

Question 54

PECA Unsolicited emails and texts

Answer 54

Key elements are unsolicited commercial emails (spam) and text messages to an indiviual must have the individuals prior agreement - they should ‘opt-in’ or give ‘active consent’. An exception to this is when there is an existing customer relationship - unsolicited communications on similar products or services can be sent unless and until they opt out.

MRS guidelines:

Emails and SMS for research purposes are not defined as commercial communications within the legislation - however researches should expect feedback / questions regarding distinction within legislation
Client organisations may forward customer email addresses to market researches unless clients have decided to include research in their standard data protection opt out policy.
For non-research or mixed purpose projects that contain a marketing purpose the regulations will apply and must be adhered to.

Question 55

PECA cookies

Answer 55

Requirement to obtain consent for the placement of cookies on users machines or devices - meaning that there should be transparency around cookies used in anything participants are sent or asked to access.