Lecture 2: Research Process and Ethics Flashcards
Problems presented to marketing researchers are often based on issues confronted by who?
Management. Clarification is necessary to ensure management gets the info they really want/need.
After identifying and clarifying the problem, the researcher should…?
- Make a formal statement of the research problem (often as a “research question”)
- Articulate a set of research objectives. These specify what the project will be about. Beneficial for the researcher and research client.
What types of research can you use are…?
- Exploratory research - used to “explore” the topic and gain some insight
- Descriptive research - used to “describe” characteristics of the phenomenon
- Causal research - used to identify the “cause and effect” relationships
What is exploratory research?
Used to “explore” the topic and gain some insight.
Often the initial stage of the research process that narrows the scope of the project. Not intended to provide conclusive evidence.
Researcher doesn’t need to have specific predictions, but instead an interest to learn more about the topic.
e.g. To learn more about why some people avoid social media
Research methods employed in exploratory research include:
- Analysis of secondary data
- Pilot studies
- Interviews
- Focus groups
- Case studies
- Experience surveys
What is descriptive research?
Describes the characteristics of the phenomenon. Does not necessarily seek to explain why a phenom occurs.
Helps the researcher to understand “who” “what” “how many”
What is causal research?
Conducted with the aim of determining “cause and effect” type relationships. A lot of info must already be known about the topic.
Seek to provide evidence to predictive relationships (cause –> effect)
e.g. Does a smiling waiter attract more tips?
Research needs to be well controlled (e.g. to give confidence that relationship is genuine)
What are hypotheses?
Predictions about expected finding that the researcher then seeks to confirm/disconfirm.
Casual research involves specific hypotheses
What is the best method of establishing cause?
Experiments
Cause and effect relationships are established through:
- Demonstrating concomitant variation between the variables of interest
e. g. time smiling, amount tipped (both increase/decrease together) - Causal ordering of evens
e. g. smiling precedes tipping, not the other way around - Eliminating other possible explanations
e. g. nicer restaurant atmosphere responsible for both waiter smiling and more tips
Test markets allow the researcher to what?
Conduct “field experiments” to examine market responses to new products, promotional campaigns, package changes, etc
What are morals?
The behaviours and characteristics of an individ. that are judged as good/bad
What are ethics?
Accepted rules and standards that govern the conduct of members of a given group or profession. Can differ depending on group/culture
What are the 3 types of ethics?
- Consequentialist ethics - considers the ultimate consequence of some course of action
- Deontological ethics - considers moral duties and rules
- Virtue-based ethics - considers what is a good and virtuous course of action
Ethics in market research are important since:
- Research depends upon the continued willing cooperation of individs, the public and the business community
- Consumers of research rely on it being carried out honestly, objectively and in a manner that protects participants’ lives
