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The document discusses several key ethical issues in marketing research: 1) Deception of participants should be avoided and informed consent is important, especially for research involving children, medical topics, or when confidentiality cannot be fully protected. 2) Debriefing participants after data collection includes explaining any deception, the study purpose/hypothesis, and sharing results. It may also involve follow-up care. 3) Maintaining participants' privacy and confidentiality is essential once they provide data, such as by restricting access to identifying information. 4) Ensuring quality research for the sponsor by using appropriate research and data handling techniques for the question being studied.
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Chapter 13
Participant Recruitment
Recruitment
Our end goal in participant recruitment and study enrollment is to get to “yes”
However, participant recruitment involves establishing trust and increasing motivation
2
Getting to “Yes”: Steps in Participant
Recruitment and Enrollment
1. Specify . . .
The desired sample and the inclusion & exclusion criteria
2. Develop . . .
A recruitment plan focused on potential sources of participants and their characteristics/preferences
3. Contact . . .
Potential sources to obtain their support and assistance
4. Disseminate . . .
Information about the study to potential participants
5. Ask . . .
Potentially eligible people to become participants
6. Consent . . .
Explain the study, obtain consent
7. Screen . . .
Consented individuals to confirm eligibility using inclusion and exclusion criteria
8. Enroll . . .
Involve consented participants in designated role within the study
9. Retain . . .
Enrolled participants through incentives, maintaining contact
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The findings of the study to completed participants and those who helped with recruitment
(Inspired by information from Berger, Begun, & Otto-Salaj, 2009; Taylor-Piliae & Froelicher, 2007; Fisher & Ury, 1981)
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Be as specific as possible about who would be eligible (inclusion criteria) and who would not be (exclusion criteria)
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Chapter 2
Marketing Research: Process and Systems for Decision Making
© McGraw-Hill Education. All rights reserved. Authorized only for instructor use in the classroom. No reproduction or further distribution permitted without the prior written consent of McGraw-Hill Education.
15e
Chapter Outline
The role of marketing research
The marketing research process
Marketing information systems
© McGraw-Hill Education
Marketing Research
Process by which information about the environment is generated, analyzed, and interpreted for use in marketing decision making
Aids decision making and is not a substitute for it
Reduces risks associated with managing marketing strategies
Vital for investigating the effects of various marketing strategies after implementation
© McGraw-Hill Education
Figure 2.1: The Five Ps of the Research Process
Jump to Figure 2.1:The Five Ps of the Research Process, Appendix
© McGraw-Hill Education
4
Purpose of the Research
Managers and researchers need to discuss and clarify the current situation and develop a clear understanding of the problem
Should agree on:
Current situation involving the problem to be researched
Nature of the problem
Specific question or questions the research is designed to investigate
This step influences the type of research to be conducted and the research design
© McGraw-Hill Education
Plan of the Research
Details the nature of the research
Includes explanation of sample design, measures, and analysis techniques
Critical issues that influence a research plan include whether:
Primary or secondary data are needed
Qualitative or quantitative research is needed
The company will conduct its own research or contract with a marketing research specialist
© McGraw-Hill Education
Primary versus Secondary Data
Primary data: Data collected specifically for the research problem under investigation
Secondary data: Previously collected data that could be used for the problem at hand
Can be obtained from sources external or internal to the organization
© McGraw-Hill Education
Qualitative Research
Involves face-to-face interviews with respondents designed to develop a better understanding of what they think and feel concerning a research topic
Types
Focus groups: Involve discussions among a small number of consumers led by an interviewer
Designed to generate insights and ideas about products and brands
Long interviews: Conducted by an interviewer with a single respondent for several hours
Designed to find out how individuals perceive the products or how they are influenced by them
© McGraw-Hill Education
Quantitative Research, 1
Involves systematic procedures designed to obtain and analyze numerical data
Types
Observational research: Involves watching people and recording relevant facts and behaviors
Survey research: Involves the collection of data by means of a questionnaire by mail, phone, online, or in person
© McGraw-Hill Education
Quantitative Research, 2
Experimental res.
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Chapter 13
Participant Recruitment
Recruitment
Our end goal in participant recruitment and study enrollment is to get to “yes”
However, participant recruitment involves establishing trust and increasing motivation
2
Getting to “Yes”: Steps in Participant
Recruitment and Enrollment
1. Specify . . .
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3. Contact . . .
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4. Disseminate . . .
Information about the study to potential participants
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Explain the study, obtain consent
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Consented individuals to confirm eligibility using inclusion and exclusion criteria
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Involve consented participants in designated role within the study
9. Retain . . .
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10. Report . . .
The findings of the study to completed participants and those who helped with recruitment
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Specify the People Needed
Be as specific as possible about who would be eligible (inclusion criteria) and who would not be (exclusion criteria)
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Chapter 2Marketing Research Process and Systems for Decision .docx
Chapter 2
Marketing Research: Process and Systems for Decision Making
© McGraw-Hill Education. All rights reserved. Authorized only for instructor use in the classroom. No reproduction or further distribution permitted without the prior written consent of McGraw-Hill Education.
15e
Chapter Outline
The role of marketing research
The marketing research process
Marketing information systems
© McGraw-Hill Education
Marketing Research
Process by which information about the environment is generated, analyzed, and interpreted for use in marketing decision making
Aids decision making and is not a substitute for it
Reduces risks associated with managing marketing strategies
Vital for investigating the effects of various marketing strategies after implementation
© McGraw-Hill Education
Figure 2.1: The Five Ps of the Research Process
Jump to Figure 2.1:The Five Ps of the Research Process, Appendix
© McGraw-Hill Education
4
Purpose of the Research
Managers and researchers need to discuss and clarify the current situation and develop a clear understanding of the problem
Should agree on:
Current situation involving the problem to be researched
Nature of the problem
Specific question or questions the research is designed to investigate
This step influences the type of research to be conducted and the research design
© McGraw-Hill Education
Plan of the Research
Details the nature of the research
Includes explanation of sample design, measures, and analysis techniques
Critical issues that influence a research plan include whether:
Primary or secondary data are needed
Qualitative or quantitative research is needed
The company will conduct its own research or contract with a marketing research specialist
© McGraw-Hill Education
Primary versus Secondary Data
Primary data: Data collected specifically for the research problem under investigation
Secondary data: Previously collected data that could be used for the problem at hand
Can be obtained from sources external or internal to the organization
© McGraw-Hill Education
Qualitative Research
Involves face-to-face interviews with respondents designed to develop a better understanding of what they think and feel concerning a research topic
Types
Focus groups: Involve discussions among a small number of consumers led by an interviewer
Designed to generate insights and ideas about products and brands
Long interviews: Conducted by an interviewer with a single respondent for several hours
Designed to find out how individuals perceive the products or how they are influenced by them
© McGraw-Hill Education
Quantitative Research, 1
Involves systematic procedures designed to obtain and analyze numerical data
Types
Observational research: Involves watching people and recording relevant facts and behaviors
Survey research: Involves the collection of data by means of a questionnaire by mail, phone, online, or in person
© McGraw-Hill Education
Quantitative Research, 2
Experimental res.
Chapter 2Marketing Research Process and Systems for Decision .docx
Chapter 2
Marketing Research: Process and Systems for Decision Making
Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.
14 e
Marketing Research
Process by which information about environment is generated, analyzed, and interpreted
Aids decision making and is not a substitute for it
Reduces risks associated with managing marketing strategies
Vital for investigating the effects of various marketing strategies after implementation
Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.
Figure 2.1 - The Five Ps of the Research Process
Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.
Purpose of the Research
Determines why research is needed and what it is to accomplish
By the end of this stage managers and researchers should agree on:
Current situation involving the problem to be researched
Nature of the problem
Anything specific the research is designed to investigate
Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.
Plan of the Research
Details the nature of the research including:
Explanation of sample design and measures
Analysis techniques to be used
Critical issues are whether:
Primary or secondary data are needed
Qualitative or quantitative data are needed
Company will conduct its own research or contract with a marketing research specialist
Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.
Primary versus Secondary Data
Primary data: Collected specifically for the research problem under investigation
Secondary data: Previously collected data that could be used for the problem at hand
Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.
Figure 2.2 - Common Types of Information Available in a Secondary Data Search
Source: Joseph F. Hair, Jr., Mary Wolfinbarger Celsi, David J. Ortinau, and Robert P. Bush, Essentials of Marketing Research, 3rd ed. (Burr Ridge, IL: McGraw-Hill Education, 2013), p. 53
Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.
7
Qualitative Research
Involves face-to-face interviews with respondents
Designed to develop a better understanding of what they think and feel concerning a research topic
Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.
Types of Qualitative Research
...
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"𝑩𝑬𝑮𝑼𝑵 𝑾𝑰𝑻𝑯 𝑻𝑱 𝑰𝑺 𝑯𝑨𝑳𝑭 𝑫𝑶𝑵𝑬"
𝐓𝐉 𝐂𝐨𝐦𝐬 (𝐓𝐉 𝐂𝐨𝐦𝐦𝐮𝐧𝐢𝐜𝐚𝐭𝐢𝐨𝐧𝐬) is a professional event agency that includes experts in the event-organizing market in Vietnam, Korea, and ASEAN countries. We provide unlimited types of events from Music concerts, Fan meetings, and Culture festivals to Corporate events, Internal company events, Golf tournaments, MICE events, and Exhibitions.
𝐓𝐉 𝐂𝐨𝐦𝐬 provides unlimited package services including such as Event organizing, Event planning, Event production, Manpower, PR marketing, Design 2D/3D, VIP protocols, Interpreter agency, etc.
Sports events - Golf competitions/billiards competitions/company sports events: dynamic and challenging
⭐ 𝐅𝐞𝐚𝐭𝐮𝐫𝐞𝐝 𝐩𝐫𝐨𝐣𝐞𝐜𝐭𝐬:
➢ 2024 BAEKHYUN [Lonsdaleite] IN HO CHI MINH
➢ SUPER JUNIOR-L.S.S. THE SHOW : Th3ee Guys in HO CHI MINH
➢FreenBecky 1st Fan Meeting in Vietnam
➢CHILDREN ART EXHIBITION 2024: BEYOND BARRIERS
➢ WOW K-Music Festival 2023
➢ Winner [CROSS] Tour in HCM
➢ Super Show 9 in HCM with Super Junior
➢ HCMC - Gyeongsangbuk-do Culture and Tourism Festival
➢ Korean Vietnam Partnership - Fair with LG
➢ Korean President visits Samsung Electronics R&D Center
➢ Vietnam Food Expo with Lotte Wellfood
"𝐄𝐯𝐞𝐫𝐲 𝐞𝐯𝐞𝐧𝐭 𝐢𝐬 𝐚 𝐬𝐭𝐨𝐫𝐲, 𝐚 𝐬𝐩𝐞𝐜𝐢𝐚𝐥 𝐣𝐨𝐮𝐫𝐧𝐞𝐲. 𝐖𝐞 𝐚𝐥𝐰𝐚𝐲𝐬 𝐛𝐞𝐥𝐢𝐞𝐯𝐞 𝐭𝐡𝐚𝐭 𝐬𝐡𝐨𝐫𝐭𝐥𝐲 𝐲𝐨𝐮 𝐰𝐢𝐥𝐥 𝐛𝐞 𝐚 𝐩𝐚𝐫𝐭 𝐨𝐟 𝐨𝐮𝐫 𝐬𝐭𝐨𝐫𝐢𝐞𝐬."
Putting the SPARK into Virtual Training.pptx
This 60-minute webinar, sponsored by Adobe, was delivered for the Training Mag Network. It explored the five elements of SPARK: Storytelling, Purpose, Action, Relationships, and Kudos. Knowing how to tell a well-structured story is key to building long-term memory. Stating a clear purpose that doesn't take away from the discovery learning process is critical. Ensuring that people move from theory to practical application is imperative. Creating strong social learning is the key to commitment and engagement. Validating and affirming participants' comments is the way to create a positive learning environment.
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Editor's Notes
- Exhibit 5-1 highlights the many ethical issues that arise at all stages of the research process.