14 Aug Master in MarketingModule: Welcome to Data Driven Marketing Research and Analysi

Master in MarketingModule: Welcome to Data Driven Marketing Research and Analysis!Subject: Ethical marketing researchIt seems as if most subjects of study have an ethical component to them. Identifying and analysing ethical issues, factors and frameworks is easy with some subjects and disciplines, but challenging with others. Some ethical aspects are obvious, while others are much more subtle.For the final Key Concept Exercise in this module, you will examine the ethics, both subtle and obvious, of marketing research, especially as they pertain to the smartphone scenario. Continue examining the junior marketing executives role in representing or being the face of the company as it attempts to break into this new market, and ask yourself how ethical concepts apply to each step and layer of the scenario. Begin thinking about how the manner in which you conduct your research will account for and respect the cultural values of both internal and external project stakeholders.To prepare for this Exercise:Read the Required Learning Resources (please refer to the below references and attached file).Reflect on the role of ethics in marketing research and managing stakeholder relationships.Consider the value of international codes of practice for marketing research.Think of examples of how a marketing researcher can ensure ethical behaviour when conducting marketing research.To complete this Exercise:In an approximately 500-word response, address the following issues/questions:Assuming the role of the junior marketing executive, what types of relationships will you have to manage when you are undertaking your research?Who are the stakeholders to whom you are ethically accountable?How can you conduct your research in an ethical manner, taking into account these stakeholders?Important note: no plagiarism and below references only will be acceptableReferencesWilson, A.M. (2011)Marketing research: an integrated approach. 3rd ed. [Electronic Book]. Harlow: Financial Times/Prentice Hall. Chapter 2, The marketing research process (pp. 18-49)Aichner, T. & Jacob, F. (2015) Measuring the degree of corporate social media use, International Journal of Market Research, 57 (2), pp.257-275.Arthur, L. (2013) What is big data? [Online]. Forbes. Available from:http://www.forbes.com/sites/lisaarthur/2013/08/15/what-is-big-data/ (Accessed: 29 April 2015).Bednall, D.H.B., Adam, S. & Plocinski, K. (2010) Ethics in practice, International Journal of Market Research, 52 (2), pp.155-168.The Marketing Site (n.d.) Sugging gives market research a bad name: research trends and insights [Online]. Available from: http://www.themarketingsite.com/knowledge/7800/sugging-gives-market-research-a-bad-name(Accessed: 29 April 2015).Michaelides, P. & Gibbs, P. (2006) Technical skills and the ethics of market research, Business Ethics: A European Review, 15 (1), pp.44-52.Yallop, A.C. & Mowatt, S. (2014) Ethical issues in business relationships between New Zealand marketing research practitioners and clients, New Zealand Journal of Applied Business Research, 12 (1), pp.35-48.Master in MarketingModule: Welcome to Data Driven Marketing Research and Analysis!Subject: Ethical marketing researchIt seems as if most subjects of study have an ethical component to them. Identifying and analysing ethical issues, factors and frameworks is easy with some subjects and disciplines, but challenging with others. Some ethical aspects are obvious, while others are much more subtle.For the final Key Concept Exercise in this module, you will examine the ethics, both subtle and obvious, of marketing research, especially as they pertain to the smartphone scenario. Continue examining the junior marketing executives role in representing or being the face of the company as it attempts to break into this new market, and ask yourself how ethical concepts apply to each step and layer of the scenario. Begin thinking about how the manner in which you conduct your research will account for and respect the cultural values of both internal and external project stakeholders.To prepare for this Exercise:To complete this Exercise:In an approximately 500-word response, address the following issues/questions:Important note: no plagiarism and below references only will be acceptableReferences Chapter 2, The marketing research process (pp. 18-49)Aichner, T. & Jacob, F. (2015) Measuring the degree of corporate social media use, International Journal of Market Research, 57 (2), pp.257-275.Arthur, L. (2013) What is big data? [Online]. Forbes. Available from:http://www.forbes.com/sites/lisaarthur/2013/08/15/what-is-big-data/ (Accessed: 29 April 2015).Bednall, D.H.B., Adam, S. & Plocinski, K. (2010) Ethics in practice, International Journal of Market Research, 52 (2), pp.155-168.The Marketing Site (n.d.) Sugging gives market research a bad name: research trends and insights [Online]. Available from: http://www.themarketingsite.com/knowledge/7800/sugging-gives-market-research-a-bad-name(Accessed: 29 April 2015).Michaelides, P. & Gibbs, P. (2006) Technical skills and the ethics of market research, Business Ethics: A European Review, 15 (1), pp.44-52.Yallop, A.C. & Mowatt, S. (2014) Ethical issues in business relationships between New Zealand marketing research practitioners and clients, New Zealand Journal of Applied Business Research, 12 (1), pp.35-48.

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