Preview

Marketing Research and Buyer Behavior

Good Essays
Open Document
Open Document
426 Words
Grammar
Grammar
Plagiarism
Plagiarism
Writing
Writing
Score
Score
Marketing Research and Buyer Behavior
Marketing Research and Buyer Behavior

The four main stakeholders our textbooks refer to are the:
• marketing researcher,
• client,
• respondent
• the public.

Each stakeholder has a different role to play and ethical issues that can arise with their participation in the project.

Unethical practices such as low-ball pricing, abusing respondents, black-box branding, sales of unnecessary research, allowing subjectivity and violating the confidentiality of the client; are some of the more common supplier mis-practices encountered.

Clients have a responsibility to be aware of practices that can lead to unethical outcomes. Some such actions are bid requests, methodology, false promises and unauthorized requests for proposals.

Well established ethical guidelines to resolve ethical dilemmas in marketing research are critical for resolution.

The level of professionalism and ethical practices can be raised through study and participation in organizations such as:

CASRO – The Council of American Survey Research Organizations.
This large national trade association states their purpose is to communicate, to educate, to protect, and to represent. (CASRO 2007) They have an established set of clear guidelines for many common situations in its Code of Standards of Ethics for Survey Research.

ICC/ESOMAR - International Code of Marketing and Social Research Practice
ESOMAR is the world organization for enabling better research into markets, consumers and societies. (ESOMAR)

AAPOR - American Association for Public Opinion Research
The AAPOR promotes standards of professional conduct and ethics for surveys and public opinion research. (AAPOR) MRA – The Marketing Research Association.
The MRA provides members with information through:
• Educational programs
• Training
• Networking Opportunities
• Publications
• Conferences

AMA – The American Marketing Association.
The American Marketing Association commits itself to promoting

You May Also Find These Documents Helpful

  • Satisfactory Essays

    PCN505

    • 363 Words
    • 2 Pages

    Directions: Read the scenarios below. For each scenario, provide a 75-150 word response to each question. Use the ACA and NAADAC Codes of Ethics and other scholarly resources to support your responses. You must provide at least one citation to support your response for each scenario. Though APA format is not required for your answers, citations and references should be presented in accordance with APA guidelines.…

    • 363 Words
    • 2 Pages
    Satisfactory Essays
  • Good Essays

    mkt311 tb chap3

    • 21984 Words
    • 163 Pages

    A survey of marketing officers reported that the most frequently observed type of unethical behavior was false or misleading advertising.…

    • 21984 Words
    • 163 Pages
    Good Essays
  • Satisfactory Essays

    Follow the APA principle Code of Ethics in general with attention to principle nine. Additionally, review test construct, conceptual definition, operational definition, population, sample, norms, object, measurement, test scores, and classification, demonstrating a valid reliability rate.…

    • 583 Words
    • 3 Pages
    Satisfactory Essays
  • Better Essays

    Est1 Task 1

    • 1477 Words
    • 6 Pages

    Act in best interests of our clients. (Always safeguard our client’s information that is not public knowledge.)…

    • 1477 Words
    • 6 Pages
    Better Essays
  • Powerful Essays

    | Reflects on the chosen disciplines ' ethical standards related to the chosen issue and uses examples to support the analysis.…

    • 6542 Words
    • 27 Pages
    Powerful Essays
  • Satisfactory Essays

    Unit 4 Individual Project

    • 623 Words
    • 3 Pages

    In Misrepresentation, Bribery, Covert Surveillance, and Theft there is use of unethical behavior. “SCIP Code of Ethics for CI Professionals states:…

    • 623 Words
    • 3 Pages
    Satisfactory Essays
  • Better Essays

    Directions: Read the scenarios below. For each scenario, provide a 75-150 word response to each question. Use the ACA and NAADAC Codes of Ethics and other scholarly resources to support your responses. You must provide at least one citation to support your response for each scenario. Though APA format is not required for your answers, citations and references should be presented in accordance with APA guidelines.…

    • 1175 Words
    • 4 Pages
    Better Essays
  • Good Essays

    Apa Ethical Standards

    • 547 Words
    • 3 Pages

    However, in psychology it is necessary to maximize these ideals with codes as a means of evaluating efficiency. The APA has adopted aspirational principles and enforceable standards that take one of three forms. First are statements that are broadly worded to attempt to define ideals and principles of right and wrong behavior. These can be found in the General Principles section of the APA with examples describing fidelity and responsibility or integrity. Second, educational codes combine ethical principles with specific interpretations that may help professionals make informed decisions which there may be moral ambiguity. Third and finally are enforceable codes that are designed as a set of standards that specifically describe required behaviors of the professional as a basis for adjudicating grievances (Fisher, 2003, p. 5). These principles and standards are important and valuable for psychologist because they should reflect the morals and values of the profession. The integrity of the profession and the purpose of the ethics codes enhance educational and professional socialization, public trust, and an enforcement value. In addition the APA ethics codes not only help us weed out those who behaviors are unethical but also help those professionals defend themselves against ethical complaints so they can be adjudicated clearly and fairly from organizations such as licensing boards, courts, or other government…

    • 547 Words
    • 3 Pages
    Good Essays
  • Good Essays

    Ethical Dilemma Essay

    • 613 Words
    • 3 Pages

    ASA Membership. (2005, January 8). American Sociological Association Code of Ethics. Retrieved February 21, 2012, from ASA: http://www2.asanet.org/members/ecostand.html#11…

    • 613 Words
    • 3 Pages
    Good Essays
  • Powerful Essays

    The APA Ethical Code of Conduct was established well over fifty years ago. The core reasons the APA developed best ethical practices is to create an explicit value system that is applicable to a full range of activities and role relationships. The APA Ethical code of conduct was developed by members of psychology who wanted to establish the broadest ideas that allow for revision and development and were written broadly to tolerate unique situations. The APA ethical code of conduct is recognized to protect the integrity of the field of psychology. The APA ethical code of conduct begins with the informed consent allowing the patient to fully understand the process of treatment…

    • 1894 Words
    • 8 Pages
    Powerful Essays
  • Satisfactory Essays

    The AICPA sets ethical standards for the profession and U.S. auditing standards for audits of…

    • 264 Words
    • 1 Page
    Satisfactory Essays
  • Satisfactory Essays

    Ethics in statistics

    • 439 Words
    • 2 Pages

    Like any other field, there are ethics in statistics that need to be followed by a researcher so that only the truth is reported and there is no misrepresentation of the data.…

    • 439 Words
    • 2 Pages
    Satisfactory Essays
  • Better Essays

    The Council of American Survey and Research Organizations (CASRO) were founded in 1975, which represents over 300 companies and market research operations in the United States and abroad. The philosophy of CASRO is to “require their members to adhere to the CASRO Code of Standards and Ethics for Survey Research, a tough, internationally-cited set of standards which has long been the benchmark for the industry. The Code has been organized into sections describing the the responsibilities of a survey research organization to Respondents, Clients and Outside Contractors and in reporting study results”. Here in this report, the writer would like to focus on the ethical issues that research firms often violate, and has denied to follow the Code of Standards and Ethics from CASRO. The three popular ethical issues are presented and discussed below.…

    • 1483 Words
    • 6 Pages
    Better Essays
  • Better Essays

    The objective of marketing research is to help the suppliers provide the consumers’ requirements effectively. To achieve this goal, they must understand the consumers’ divergent needs, the best way to satisfy the needs and communicate the nature of services or goods he offers. With reference to this consideration, I set the following code of ethics to make marketing research successful.…

    • 829 Words
    • 3 Pages
    Better Essays