Research Ethics and Secondary Data (W3) Flashcards
Ethics
Moral principles or values generally governing the conduct of an individual or group
Different actors who should be considered ethically when undergoing research
Doers of research
Users of research
Research participants
Society
Client obligation
Only seek legitimate bids
Open discussion
Pay for work completed
Don’t sell disguised as research
Participant obligation
Truthful
Responsible
Factors in maintaining ethics in marketing research
Goodwill
Trust
Professionalism
Confidentiality
Goodwill
Avoide practices which erode a respondents willingness to volunteer for future research
What is the data protection legalisation like in the EU?
Each country has its own national data protection legalisation with common guiding principles (e.g. transparency/ consent)
When was the UK data protection legalisation act passed?
1998
Unethical practices
Low ball pricing Subjectivity Abuse Selling unnecessary research Confidentiality Black box branding
Black box branding
Selling methods that are branded and don’t provide information about how the method works
Rights of respondents
Rights to... Choose Privacy Safety Be informed
Examples of internal secondary data
Annual reports/ sales data/ customer profiles
Examples of external secondary data
Government agency reports/ business data/ news/ industry studies
Requirements for secondary data
Relevant Credible Timely Accurate Affordable
Advantages of secondary data
Helps clarify problem Can provide solution Provide alternative primary data collection methods Provide background information Build credibility Provide the sample frame
Disadvantages of secondary data
Lack of availability
Lack of relevance
Inaccurate
Insufficient
Evaluating secondary data
Applicability
Accuracy
Sources of secondary data
Internal sources Open access sources (gov/ blogs/ websites) Published sources (EBSCO/ LexisNexis) Syndicated sources Business and corporate information Sales tracking
Syndicated sources
Research conducted and funded by a market research firm but not for any specific client
Data mining
An activity were highly powerful computers are used to dig through volumes of data to discover patterns
Neural network
A computer program that mimics the processes of the human brain and is capable of learning from examples to find patterns
Behavioural data
Actual behaviour and interactions between firm and customers
Volunteered data
Updating information about customers
Attributed data
Extracted data throughout the customer file
Profile data
Social, geographic, demographic details
Data visualisation
The use of picture visualisation techniques to illustrate the relationship within data
Geographic information systems
Computer-based system that uses secondary and primary data to generate maps that visually display various types of data geographically
Decision support systems
Systems designed to help decision makers by compiling relevant information to identify and solve problems
Advantages of decision support systems
Interactive
Flexible
Discovery orientated
Easy to learn and use
