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Bigger Picture Issues: Ethics & International Research
MAR 6648: Marketing ResearchFebruary 15, 2011
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Overview
• Writing a Final Report—what do I say?• International Marketing Research—what do I
do where?• Ethics in Marketing Research—what shouldn’t
I do?
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Writing your report
• Hopefully, after all of your planning and data collection, you’ll have something interesting to report!– Even if you don’t, you still have to report what
happened
• There are certain things you need to be sure to report
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Your final report• I. Cover page• II. Executive summary• III. Table of contents• IV. Introduction• V. Methods• VI. Findings• VII. Limitations• VIII. Conclusions and recommendations• IX. Appendices
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Other notes• Use headings to your advantage– Make it easy for execs to find the info they need– Make sure that your headings give hints of what’s to
come• Keep your writing lively and readable– Use the present tense– Use the active voice
• Use graphs and charts– Images and tables make your data easier to
understand• Use quotes from participants when appropriate
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Key Points
• Writing a research report is like writing any paper– Make it clear, concise, and thorough– Be sure your client can learn what they need to
know from your report, either in short form or long form
– Illustrate your points whenever possible
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International Marketing Research Firms
Organization Country # of Countries with branches/subsidiaries
Nielsen US 108
IMS Health US 76
Taylor Nelson Sofres UK 80
GfK Germany 63
Kantar Group UK 61
Ipsos Group France 56
Synovate UK 57
IRI US 8
Westat US 1
Arbitron US 2
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What’s that word?
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Blame Canada!
• Almost 90% of Canadians live within 100 miles of the US border– Easy, right?
• Canada isn’t US Lite– Costs are higher: taxes, transportation,
distribution– Bilingual labels– Laws are different– Metric system!
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Standing out or blending in?
• “The squeaky wheel gets the grease”• Versus
• “The nail that stands up gets pounded down”
• Ps at SFO filled out a questionnaire; as a thank you, they were offered 1 pen out of a group of 5:– 1 of one kind, 4 of another– 2 of one kind, 3 of another
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Standing out or blending in?
Kim & Markus, 1999
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The interdependent self
SelfSelf OtherOther
West: Independent self
SelfSelf OtherOther
East: Interdependent self
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Culture and language
• The differences in interdependence even show up in language– American moms use twice as many object labels with
their babies as Japanese moms– Japanese moms use twice as many politeness routines
with their babies as American moms• American babies learn about a world full of objects,
Japanese babies learn about a world full of relationships
• Verbs are more important in Eastern languages, while nouns are more important in Western languages
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Cognition and language
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Cognition and language
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Cognition and language
Masuda & Nisbett, 2001
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Cultural superstitions
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Superstitions and purchases
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How do we avoid problems?
• Try as hard as you can to get to know your potential customers– How do they and don’t they meet your existing
beliefs about them?– Use a variety of techniques to learn their
customs, preferences, etc.• Hire locals– They can help you with language, customs, and
acceptable costs and methods– They can also help you cut through red tape
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Making sure things are the same
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How do you translate materials?
• Back translation– Have a bilingual person (whose main language is
the second language) translate from the original language into the other language
– Then a bilingual person (whose main language is the first language) retranslate back into the original language
– Keep going until there’s a match• Parallel translation– A committee does all the translation at once, and
works out disagreements amongst themselves
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Key Points
• International marketing research doesn’t just require a different language– It can require a different way of thinking• Don’t make assumptions--you know what they say
about that
– Get all the help you can—hire local!• They can help you make sure you’re investigating the
right things in the right ways
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Push polling
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Sugging and frugging and mugging
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Unethical marketing research
• Some obvious examples:– Personal agendas of the client or researcher• Biased or inaccurate reporting or design
– Using other clients’ materials without their permission
– Using materials you know are poorly designed– Disrespecting the privacy or anonymity of
respondents– Making respondents uncomfortable or stressed– Discarding unsatisfactory responses
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Unethical marketing research
• Some less obvious examples:– Formulating a research design better suited to the
researcher’s talents than the client’s needs– Using inapplicable secondary data to flesh out a
research project– Designing overly long questionnaires– Designing overly sensitive questions– Using inappropriate sampling procedures– Using inappropriate statistical techniques
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The Marketing Research Process
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Clients can be unethical, too
• Personal agendas Getting external proposals with the intention of
using them internally Getting unfair concessions from the researcher Misrepresenting research findings
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Milgram, 1965
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Hard to to recognize trouble spots?
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Hard to recognize trouble spots?
Chose to assign self and other Chose to flip a coin
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Desire to come to a decision…
• Can lead to rationalization of wrongdoing
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What to do?
• Recognize the problem• Think about the consequences• Don’t be afraid to dissent
• Anything else you can do?
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Key Points
• Ethical dilemmas can arise at any point in the marketing research process– They can be difficult to avoid or even recognize– Be sure to think through your decisions– Don’t be afraid to say no or to question
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Summary
• Marketing research is not just the day-to-day stuff we’ve talked about before– Sometimes you need to talk about the bigger
picture of what you did– Sometimes you need to think about a bigger
picture, globally– Sometimes you need to think about the ethical
bigger picture