Question

Write a 3-page (minimum 500 words) response to the following question. The marketing research process consists of six steps. Each steps bears room for unethical behavior. Discuss each step and the unethical dilemmas that may exist in conducting market research.

Answer 1

The six steps in marketing research are described below:

1. Defining problems and objectives:  The first of all the company needs to find out the main objective of the research project. Thus it will focus on finding out the root cause of the issue in hand so that any future issues can be resolved or prevented.  The business can face any predicted or unpredicted issue.
2. Design of the Research: Research designing can be seen as the critical step in achieving the success in the research roject. The goals and objectives can be accomplished by having a good blueprint. Thee various types of data are represented by it. The data can be collected from either primary or secondary sources.
3. Design and prepare the Research Instrument: This can be seen as an integral part of the marketing research process for developing a research tool. This initiates with the survey of questions and questionnaire designing. This will lay down the foundation for the data collection in the marketing research process.
4. Data collection:  The data collection process of any marketing research process includes survey, focus on the group, conduct the interviews, implementing the test, etc. The spreadsheet can be used to record the collected data.
   1. Analyze the Data: Once the data is collected, it can be re-verified.  With the help of various software such as Excel, the raw data can be arranged in a logical sequence. The correction of data error is done and data is arranged in suitable categories.
   2. Visualize Your Data and Communicate Results:

The most significant part of the market research process can be seen as the data visualization.  The data can be converted into different types of graph, tables o any other form once the data is collected and verified.  This will be quite helpful in presenting the data in a logical manner which can be understood easily.

There are different dimensions of dealing with unethical behaviours. These behaviours can be created due to a misunderstanding between the client and the agency and due to the unethical environment in the marketing research.  If the job is not accomplished by the agency on time or it is not able to facilitate the effective and efficient work output, it will lead to the creation of the unethical environment.
If the agency is failed to fulfil the expectations of the client, it can also lead to the unethical behaviour. The negative feedback will be provided by the client to the contracted company The unethical environment can also be created due to a misunderstanding between the client and the research organization.

If the adequate resources are no provided to the field workers from the organization, it will lead to the unethical behaviour.  In fact, it can result to the falsified information. In these cases, the team of the organization will not conduct any research and a hypothetical research will be presented to the client.

The issue of unethical environment can be addressed by providing comprehensive information, transparency among client and research team and contract, looking and controlling various activities, verifying the results and so on.