Chapter. 3. The Marketing Research Industry. Marketing Research: A Brief History. Pre-Marketing Research Era: colonization to the Industrial Revolution Early Development Era: Industrial Revolution to 1920 Questionnaire Era: 1920-1940 Quantitative Era: 1940 to 1960
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Focus on diagnosing problems in the market instead of rushing to test a product/service (The Walkman, developed without MR, was created to solve need for portability. Sony diagnosed a need in the market).
Need to use IT to speed up MR process
Research efforts should be integrated..too splintered
MR needs to be involved in strategic decisions (Should we be in this business v. Is this the best product feature?) Too often, MR is used to test tactics.Improving Industry Performance
Deception should be eliminated.
Respondents should not be identified if they are promised anonymity/confidentiality
Invasions of privacy (permission issue); marketing research should not invade a person’s privacy…
Respondents should have right to choose to participateEthical Issues, con’t
Industry currently debating opt-out vs. opt-in (“active consent”) standards (opt-in much stricter)
Online Survey Research: Abused respondents via SPAM initially. Today, industry is a leader in anti-spam legislation. Researchers must have a preexisting relationship with potential online respondents and the respondents must have a reasonable expectation that they will be contacted via email. See CASRO p.71-Invasion of Privacy