In this section, I 'm going to discuss two important contexts: marketing research in small businesses & nonprofit organizations; & international marketing research. After then we look at public policy & ethics issues in marketing research.
Marketing research in small businesses & Non-profit organizations:
Just like a big organization, small organizations need some marketing information & customer insights that it can provide. Marketing research can be done also in small & non-profit organizations but with a small budget. For example, I had a bad experienced about local dry-cleaner.N ow I'm thinking about myself to open my own dry - cleaning business. Before jumping there, I need to do some marketing research. The key information like customers insights: how would I make my business plan? Also research about other areas dry -cleaning business, also can do in online research, collecting all the information. I can make a list of features for a new business like quality, service, loyalty, create value, credit & payment facilities. Then I can establish this business.
So, here, it is clear that small business also needs marketing information.
Small businesses & nonprofit organizations can gain good marketing information through observation or informal surveys, local media, government agencies also provide helps to small businesses.
Nonprofit
Secondary data collection, observation, surveys & experiments also effective for small businesses with small budgets.
International marketing research:
Over the past decades, international marketing research has grown tremendously. International researchers also defining the research problem & developing the research plan for interpreting & reporting the results. In international researching, it is difficult to find out good secondary data
.Besides, collecting primary data is also not an easy task. Sometimes, we see that reaching respondents is often not so easy in other parts of the world. There are also some cultural differences. The language also a major obstacle. People are other countries may vary in their attitudes. One country people are very friendly to respond to others may not. Most Muslims countries people may prohibit from talking strangers. Many other problems have to face in international marketing research.
Having lots of problems, global marketing growing but they have little choice but to conduct these types of international marketing research. Cost & problems are so high in international research but opportunities & mistakes are also higher in international research.
Public policy & ethics in marketing research:
There're two major public policy & ethics issues in marketing research are:
1. Intrusions on consumer privacy;
2. The misuse of research findings.
Intrusions on consumer privacy:
Marketing research is useful & positive, many consumers think like that. Someone enjoying the interviews & giving their opinions. Others may very conservative about it. In this modern technology, whenever we write or talk about any brands, they pick it up. So it is a major problem for the marketing research industry. Marketers need to keep consumer information very secretly otherwise they fail to achieve consumers trust.
Misuse of research findings:
Research findings are very powerful persuasive tools. Companies share their findings through advertising & promotion. If any company's findings negative but still they are saying this positive, it is a misuse of research findings. Not every company but many companies do this misuse for publicity. That is harmful to people, knowing this they still keep clam for their financial benefits. There're also some associations like American marketing association, the marketing research association, the council of American survey research organizations ( CASRO) - they have developed codes of research ethics & standards of conduct. These associations work for confidentiality, privacy & avoidance of harassment of consumers.
Marketing research in small businesses & Non-profit organizations:
Just like a big organization, small organizations need some marketing information & customer insights that it can provide. Marketing research can be done also in small & non-profit organizations but with a small budget. For example, I had a bad experienced about local dry-cleaner.N ow I'm thinking about myself to open my own dry - cleaning business. Before jumping there, I need to do some marketing research. The key information like customers insights: how would I make my business plan? Also research about other areas dry -cleaning business, also can do in online research, collecting all the information. I can make a list of features for a new business like quality, service, loyalty, create value, credit & payment facilities. Then I can establish this business.
So, here, it is clear that small business also needs marketing information.
Small businesses & nonprofit organizations can gain good marketing information through observation or informal surveys, local media, government agencies also provide helps to small businesses.
Nonprofit
Secondary data collection, observation, surveys & experiments also effective for small businesses with small budgets.
International marketing research:
Over the past decades, international marketing research has grown tremendously. International researchers also defining the research problem & developing the research plan for interpreting & reporting the results. In international researching, it is difficult to find out good secondary data
.Besides, collecting primary data is also not an easy task. Sometimes, we see that reaching respondents is often not so easy in other parts of the world. There are also some cultural differences. The language also a major obstacle. People are other countries may vary in their attitudes. One country people are very friendly to respond to others may not. Most Muslims countries people may prohibit from talking strangers. Many other problems have to face in international marketing research.
Having lots of problems, global marketing growing but they have little choice but to conduct these types of international marketing research. Cost & problems are so high in international research but opportunities & mistakes are also higher in international research.
Public policy & ethics in marketing research:
There're two major public policy & ethics issues in marketing research are:
1. Intrusions on consumer privacy;
2. The misuse of research findings.
Intrusions on consumer privacy:
Marketing research is useful & positive, many consumers think like that. Someone enjoying the interviews & giving their opinions. Others may very conservative about it. In this modern technology, whenever we write or talk about any brands, they pick it up. So it is a major problem for the marketing research industry. Marketers need to keep consumer information very secretly otherwise they fail to achieve consumers trust.
Misuse of research findings:
Research findings are very powerful persuasive tools. Companies share their findings through advertising & promotion. If any company's findings negative but still they are saying this positive, it is a misuse of research findings. Not every company but many companies do this misuse for publicity. That is harmful to people, knowing this they still keep clam for their financial benefits. There're also some associations like American marketing association, the marketing research association, the council of American survey research organizations ( CASRO) - they have developed codes of research ethics & standards of conduct. These associations work for confidentiality, privacy & avoidance of harassment of consumers.
No comments:
Post a Comment