MAR 4613 Lecture Notes - Lecture 2: Harvard Business Review, Client Confidentiality, Sample Size Determination
Document Summary
Requirements for successfully executing marketing research projects will change. Top five skills: ability to understand and interpret secondary data, presentation skils, foreign-language competence, negotiation skills, computer proficiency. Selling of unwarranted services: ways to convince client that price is much cheaper than it actually is, convincing them they need additional studies that aren"t needed. Failure to maintain client confidentiality: sharing information on research. Selling branded (cid:498)black box(cid:499) methodologies: do not provide info on operations. Reasons: fearful of losing the business entirely, client pressure to perform research to prove a predetermined. Client wants to run study reaches out to marketing firm hazardly run experiments but aren"t qualified. Tell client they need a sample size of 5,000 throughout process becomes too expensive asks to cut costs/sample size might affect study: interviewers working for research firms may also engage in unethical conclusion, cost cutting behavior. Curbstoning: data collection personnel filling out surveys for fake respondents.
