Business Research Methods
William G. Zikmund
Chapter 5:
The Human Side Of Business Research: Organizational
And Ethical Issues
Learning Outcomes
After studying this chapter, you should be able to
[Link] when research should be conducted externally and
when it should be done internally
[Link] familiar with the types of jobs, job responsibilities, and
career paths available within the business research industry
3. Understand the often conflicting relationship between
management and researchers
4. Define ethics and understand how it applies to business
research
5. Know and appreciate the rights and obligations of a)
research respondents—particularly children, b) business
researchers, and c) research clients or sponsors
6. Know how to avoid a conflict of interest in performing
business research
What should a researcher do if the results of a
study do not support what management wants?
Ultimately, the researcher's responsibility is to
provide accurate and reliable information, even if it
does not align with management's preferences. By
approaching the situation with transparency,
professionalism, and a focus on evidence,
researchers can help facilitate constructive dialogue
and decision-making.
Who Does the Research?
1. In-house Research
• Research performed by employees of the company that will
benefit from the research.
◗ Use if research needs to be completed quickly
◗ Use if project requires close collaboration among employees
◗ Usually cheaper
◗ Use if secrecy is a concern
Who Does the Research?
2. Outside Agency
•An independent research firm contracted by the company that
actually will benefit from the research.
◗ Can provide a fresh perspective
◗ Often can be more objective
◗ May have special skills
◗ Often has local expertise
Organizational Structure of Business
Research
Organizational Structure of Business
Research
Organizational Structure of Business
Research
MCQ …. Let’s have a try !!!!
1. What is the primary responsibility of a Director of Marketing
Research?
a) Conducting statistical analysis
b) Leading the research team and setting research objectives
c) Collecting secondary data
d) Designing survey questionnaires
2. Which role is responsible for organizing and maintaining databases of
research findings and market data?
a) Director of Marketing Research
b) Research Analyst
c) Research Associate
d) Forecast Analyst
MCQ …. Let’s have a try !!!!
3. Which role primarily focuses on gathering insights into consumer
preferences and market trends?
a) Director of Marketing Research
b) Research Analyst
c) Research Associate
d) Forecast Analyst
4. Which role is responsible for developing sales forecasts and demand
projections?
a) Director of Marketing Research
b) Research Analyst
c) Research Associate
d) Forecast Analyst
Ethical Dilemma
• Whistleblowing: An employee discovers that their
company is engaging in fraudulent activities. They
must decide whether to report it, knowing they
could lose their job and potentially harm the
company's reputation.
• Environmental impact: A company has the
opportunity to expand its operations, creating jobs
but also harming a local ecosystem. Leaders must
weigh the economic benefits against environmental
costs.
Examples
1. Scenario: A research team discovers that the results of their
study do not support the company's desired outcome.
•Dilemma: The pressure to publish positive results to secure
funding or maintain the company's reputation conflicts with
the ethical responsibility to report findings accurately, risking
the dissemination of misleading information.
2. Scenario: A company conducts research on the safety of its
products and finds potential risks.
•Dilemma: The dilemma arises when the company decides to
selectively report only favorable results while omitting
adverse findings, potentially putting consumers at risk and
compromising transparency and trust.
EXHIBIT 5.7 Interaction of Rights and
Obligations between Parties
Examples-PLACEBO
• In a retail setting, researchers might place a "placebo"
product on shelves alongside real products to observe
consumer behavior. This can help determine if certain
product placements or packaging designs attract more
attention.
• In a food or beverage study, participants could be given
samples of a product with different formulations. One of
these samples might be a "placebo" with no active ingredient.
This helps assess if consumers' perceptions are influenced by
taste expectations.
Example-Debriefing
Product Testing:
•Purpose: "Thank you for trying out our new skincare product. We
wanted to gather feedback on its effectiveness and usability."
•Procedures: "You were asked to use the product as directed and
provide feedback on its scent, texture, and results."
•Findings: "Based on your feedback and others', we will make
adjustments to improve the product before its launch."
•Gratitude: "Your input is invaluable to us. If you have any more
thoughts or suggestions, please let us know.“
Debriefing ensures that participants leave the study with a clear
understanding of its purpose, procedures, and outcomes. It also
provides an opportunity for participants to ask questions, offer
feedback, and feel valued for their contribution to the research.
The End…….