marketing research assignment details and grading rubric
Inthisassignment,youwillengageinanalyzingthemarketingresearchprocessandethicalconcernsthat marketingresearchmanagersmustconsiderwhileconductingresearch.Writea2 3pageAPA styleformatted criticalessay,answerthefollowingquestions:
Question1.Usingthestepsoftheresearchprocesstostructureyourthinking,analyzethefollowingmarketing researchscenariobasedonyourunderstandingoftheChapter1andChapter2readings:
TheFlyRightAirlineCompanywasinterestedinalteringtheinteriorlayoutofitsaircrafttosuitthetastesand needsofanincreasingsegmentofitsmarketbusinesspeople.Managementwasplanningtoreducethenumber ofseatsandinstallsmalltablestoenablebusinesspeopletoworkduringlongflights.Priortotherenovation, managementdecidedtodosomeresearchtoensurethatthesechangeswouldsuittheneedsofthepassengers. Tokeepexpensestoaminimum,thefollowingstrategywasemployed:
Questionnaireswerecompletedbypassengersduringflights.Duetotheeaseofadministrationandcollection, thequestionnairesweredistributedonlyontheshortflights(thoselessthanonehour).Thestudywasconducted duringthesecondandthirdweekofDecember,asthatwaswhenflightswerefull.Toincreasetheresponserate, eachflightattendantwasresponsibleforacertainnumberofquestionnaires.Managementthoughtthiswasa goodtimetoacquireasmuchinformationaspossible;hence,thequestionnaireincludedissuesapartfromthe newseatingarrangement.As aresult,thequestionnairetook20minutestocomplete.
Question2.Inmarketingasinotheraspectsofbusiness,itiscriticalthatprofessionalsmakesuretoactinan ethicalmannerbothlegallyandsocially.Inthisageofinterconnectedness,oneunethicalmovecanbecomean Internetvideoorcommentthatspreadsrapidly,notjustlocallybutpotentiallythroughouttheworld.Froma marketingstandpoint,itiscriticaltotakeintoaccounttheimpactofanorganization’sdecisionsonotherpeople andtheenvironment.
Considerthefollowingsituations.Foreach,discusswhetherornottheactionwasmorallyethicalunderthe threemethodsofethicalreasoning(i.e.,utility,rights,andjusticeapproaches).
a.Thedirectorofresearchforafinancialinstitution,notingthatthedeadlineforanimportantresearchreport wasfastapproaching,decidedtocuttherequiredsamplesizeinhalfandinstructedherresearchersnotto mentionthesamplesizeonanyoftheslidesthatwouldbepreparedforpresentationtodecisionmakers.She justifiedheractionsbyexplainingthattheresearchwasn’tallthatimportantanywayand“certainlynotworth thecostofpotentiallyhavingtofireworkersifthereportwasn’tissuedintime.”
b.Oneoftheresearchersinthepreviousexamplealsorecognizedthattheprojectwasn’tgoingtobecompleted bythedeadline.Fearingforhisjob—andworkingonhisown—heproceededtocompleteanumberofsurveys
—106intotal—athomesothattheprojectcouldmoveforwardmuchmorequickly.
Continued…
c. Knowing that many respondents want to “help” a researcher by supplying the answers that they think the researcher wants to hear, a marketing researcher for a well known department store began sending surveys from the unknown “Taylor Research Group” instead of using the company’s name on the cover letter. He noted that after making the change, the responses to customer satisfaction questions became less positive.
For additional requirements in relation to this assignment, see the grading rubric below.
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