The Human Side of Business Research: Organizational and Ethical Issues

Question 1

Who Does the Research?

Answer 1

Outside Agency
• An independent research firm contracted by the company that
actually will benefit from the research.
◗ Can provide a fresh perspective
◗ Often can be more objective
◗ May have special skills
◗ Often has local expertise
• In-house Research
• Research performed by employees of the company that will
benefit from the research.
◗ Use if research needs to be completed quickly
◗ Use if project requires close collaboration among employees
◗ Usually cheaper
◗ Use if secrecy is a concern

Question 2

Organizational Structure of Business Research

Answer 2

Director of marketing research
• Provides leadership in research efforts and
integrates all staff-level research activities into
one effort.
• Plans, executes, and controls the firm’s
research function.
• Research analyst
• Responsible for client contact, project design,
preparation of proposals, selection of research
suppliers, and supervision of data collection,
analysis, and reporting activities.