MK 370 Lecture Notes - Lecture 3: Nielsen Ratings, Survey Sampling, Deontological Ethics
Document Summary
Chapter 3 (cn): the marketing research industry and ethics. Custom/ad hoc: do research for customized /specific proposes; for a specific project. Syndicated: collect, analyze, and sell general marketing information to a variety of buyers. Field service: collect survey data for corporate clients or research firms. Research panels: group agreeing to participate in research studies over time. Cybersupport: cropped-up to assist market researchers in conducting their research. Cyberdata: survey sampling is a comprehensive source for sampling. Customized: research done from bottom to top to meet the customers" needs. Syndicated: collected data on specific issues such as the nielson ratings. Standardized: provide research and data in a specific pre-determined way. Field: conduct research in the field for specific projects. Branded products: specialize in collect data to address specific problems. Expand their strategic impact get away from standard reports and get involved in strategic issues.