Essentials of Marketing Research by Joseph F. , Jr. Hair, Mary F. Wolfinbarger, David J. Ortinau

By Joseph F. , Jr. Hair, Mary F. Wolfinbarger, David J. Ortinau

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By Joseph F. , Jr. Hair, Mary F. Wolfinbarger, David J. Ortinau

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These results did not confirm, however, whether “quality towels and bedding” should be cut back to reduce operating costs. ” The director of marketing research quickly responded by explaining: “Among our first-time and repeat business customers, the ‘quality of the hotel’s towels and bedding’ is considered one of the three most important selection criteria impacting their choice of a hotel to stay at when an overnight stay is required. In addition, they feel ‘cleanliness of the room and offering preferred guest card options’ are of comparable importance to the quality of towels and bedding.

Why or why not? Discussion Questions 1. EXPERIENCE THE INTERNET. ), and enter the following search term: marketing research. From the results, access a directory of marketing research firms. Select a particular firm and comment on the types of marketing research studies it performs. 2. EXPERIENCE THE INTERNET. Using the Yahoo! search engine, specifically the Get Local section, select the closest major city in your area and search for the number of marketing research firms there. Select a research firm, e-mail that company, and ask to have any job descriptions for positions in that company emailed back to you.

For example, in recent years Internet marketing research is posing new questions regarding the potential for abuse of respondents with regard to privacy. We address each of these issues below. ) Ethical Questions in General Business Practices Pricing issues, client confidentiality issues, and use of “black-box” methodologies are all potential ethical pitfalls for research providers. First, the research firm may engage in unethical pricing. For example, after quoting a fixed overall price for a proposed research project, the researcher may tell the decision maker that variable-cost items such as travel expenses, monetary response incentives, or fees charged for computer time are extra, over and above the quoted price.

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