Research Ethics and Secondary Data (W3)

Question 1

Ethics

Answer 1

Moral principles or values generally governing the conduct of an individual or group

Question 2

Different actors who should be considered ethically when undergoing research

Answer 2

Doers of research
Users of research
Research participants
Society

Question 3

Client obligation

Answer 3

Only seek legitimate bids
Open discussion
Pay for work completed
Don’t sell disguised as research

Question 4

Participant obligation

Answer 4

Truthful

Responsible

Question 5

Factors in maintaining ethics in marketing research

Answer 5

Goodwill
Trust
Professionalism
Confidentiality

Question 6

Goodwill

Answer 6

Avoide practices which erode a respondents willingness to volunteer for future research

Question 7

What is the data protection legalisation like in the EU?

Answer 7

Each country has its own national data protection legalisation with common guiding principles (e.g. transparency/ consent)

Question 8

When was the UK data protection legalisation act passed?

Answer 8

1998

Question 9

Unethical practices

Answer 9

Low ball pricing 
Subjectivity 
Abuse
Selling unnecessary research 
Confidentiality 
Black box branding

Question 10

Black box branding

Answer 10

Selling methods that are branded and don’t provide information about how the method works

Question 11

Rights of respondents

Answer 11

Rights to... 
Choose 
Privacy 
Safety 
Be informed

Question 12

Examples of internal secondary data

Answer 12

Annual reports/ sales data/ customer profiles

Question 13

Examples of external secondary data

Answer 13

Government agency reports/ business data/ news/ industry studies

Question 14

Requirements for secondary data

Answer 14

Relevant 
Credible 
Timely 
Accurate 
Affordable

Question 15

Advantages of secondary data

Answer 15

Helps clarify problem 
Can provide solution 
Provide alternative primary data collection methods 
Provide background information 
Build credibility 
Provide the sample frame

Question 16

Disadvantages of secondary data

Answer 16

Lack of availability
Lack of relevance
Inaccurate
Insufficient

Question 17

Evaluating secondary data

Answer 17

Applicability

Accuracy

Question 18

Sources of secondary data

Answer 18

Internal sources
Open access sources (gov/ blogs/ websites)
Published sources (EBSCO/ LexisNexis)
Syndicated sources 
Business and corporate information
Sales tracking

Question 19

Syndicated sources

Answer 19

Research conducted and funded by a market research firm but not for any specific client

Question 20

Data mining

Answer 20

An activity were highly powerful computers are used to dig through volumes of data to discover patterns

Question 21

Neural network

Answer 21

A computer program that mimics the processes of the human brain and is capable of learning from examples to find patterns

Question 22

Behavioural data

Answer 22

Actual behaviour and interactions between firm and customers

Question 23

Volunteered data

Answer 23

Updating information about customers

Question 24

Attributed data

Answer 24

Extracted data throughout the customer file

Question 25

Profile data

Answer 25

Social, geographic, demographic details

Question 26

Data visualisation

Answer 26

The use of picture visualisation techniques to illustrate the relationship within data

Question 27

Geographic information systems

Answer 27

Computer-based system that uses secondary and primary data to generate maps that visually display various types of data geographically

Question 28

Decision support systems

Answer 28

Systems designed to help decision makers by compiling relevant information to identify and solve problems

Question 29

Advantages of decision support systems

Answer 29

Interactive
Flexible
Discovery orientated
Easy to learn and use