Taste (profits) or image (ethics)? A marketing research firm was hired by a soft drinks company to conduct taste tests to determine why its newly introduced soft drink brand had not captured the expected market share. The researcher, after following the process outlined in this chapter, determined that the problem was not one of taste […]
New EU-data protection laws and marketing research One of the most significant current events that has the potential to impact market research is the development of a new European data protection policy. The new laws are due to take effect in 2018. They are important for two reasons. Firstly, data protection law is the most […]
Big Brother or Big Bully? Ethical dilemmas may arise due to the strong desire of marketing research firms to become suppliers to large organisations that invest heavily in marketing research projects. Many companies in financial services, airlines, beverages and automobiles, for example, have enormous marketing budgets and regularly employ external marketing research firms. Large clients […]
Does anonymity matter? What if we were to create research methods where anonymity did not matter? Where clients could ask straight questions of customers on customer databases or customer websites, and get straight answers back from them? John Griffiths (www.planningaboveandbeyond.com) offers the view: I am reminded of my induction into digital telephony over 20 years […]
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