Note to students who might be looking at this site: This is a request to professional marketing researchers and marketing managers with regard to a study I'm conducting. These are NOT recommended behaviors.
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Below are 6 scenarios that have been used in past studies of marketing research ethics. We intend to replicate the study soon.
If you think the wording or phrasing of the scenarios need to be changed in any way before we use them in our study, please comment (click on the link "Comments" provided at the end of this entry). If you would rather send me an email directly about changes that you think need to be made you can use this email:
Thanks! Steve Castleberry
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1. Use of ultraviolet ink
A project director went to the Marketing Research Director’s office and requested permission to use an ultraviolet ink to precode a questionnaire for a mail survey. The project director pointed out that although the cover letter promised confidentiality, respondent identification was needed to permit adequate cross tabulations of the data. The Marketing Research Director gave approval.
2. Hidden tape recorders
In a study intended to probe deeply into the buying motives of a group of wholesale customers, the Marketing Research Director authorized the use of the department’s special attache cases equipped with hidden tape recorders to record the interviews.
3. One-way mirrors
One of the products of X Company is brassieres. Recently, the company has been having difficulty making decisions on a new product line. Information was critically needed regarding how women put on their brassieres. The Marketing Research Director therefore designed a study in which two local stores agreed to put one-way mirrors in the foundations of their dressing rooms. Observers behind these mirrors successfully gathered the necessary information.
4. Fake research company
In another study concerning consumers’ magazine reading habits, the Marketing Research Director decided to conduct a sample of consumers using the fictitious company name, Media Research Institute. This successfully camouflaged the identify of X Company as the sponsor of the study.
5. Distortions by marketing vice-president
In the trial run of a major presentation to the Board of Directors, the marketing vice president deliberately distorted some recent research findings. After some thought, the Marketing Research Director decided to ignore the matter since the vice president obviously knew what he was doing.
6. Advertising and product misuse
A recent study showed that several customers of X Company were misusing Product B. Although this posed no danger, customers were wasting their money by using too much of the product at a time. But yesterday, the Marketing Research Director saw final comps/sketches on Product B’s new ad campaign which not only ignored the problem of misuse, but actually seemed to encourage it. The Marketing Research Director quietly referred the advertising manager to the research results, well known to all of the people involved with product B’s advertising, but did nothing beyond that.
Posted by scastleb at January 31, 2006 10:25 AMHi Steve,
Interesting scenarios!
For #6, it should read "...of Product B's new ad..." instead of "...on Product B's new ad".
Best,
Vincent Georgie
PhD Candidate in Marketing
Lecturer in Marketing Research & Market Analysis
HEC Montréal
Thought maybe if you see this comment, you'll go ahead and make the change that Vincent suggested.
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Posted by: Greg at April 1, 2007 8:37 PMThat is truly fascinating and valuable research.
I would be interested in seeing how this research applies to internet marketing.
Posted by: Vincent Harrison at April 27, 2007 6:58 PMOn #1, I can say that this factor is now old. When web 2.0 started all changed, so the link color hasn't anymore to be ultraviolet.
Posted by: Internet Marketing Agentur Stuttgart at May 27, 2007 8:22 AMThanks Steve for bringing such an important scenarios to the fore. It would be more interesting if such researches can be done on Internet marketing or SEO. As every one knows Internet marketing and web site promotion have become an imperative aspect to increase your sales and publicity.
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Posted by: Henry at September 17, 2007 2:34 AMI agree with this research idea.
It would be nice if this research also applies to internet marketing, not just offline marketing.
Internet Marketing is about psychology so you must first knowing what people feel about your research then applied it.
Posted by: Senjaya Khoo at September 22, 2007 12:32 PMI also agree that it would be nice to apply to internet marketing.
Posted by: start internet business at October 23, 2007 11:09 PMInteresting Read.
Very usefull for beginners of internet marketing like me :-)
Nice posting and very good research especially for beginners.
Posted by: Harso at November 13, 2007 10:13 PMYup, I agree to. It's really nice research. Very helpful. Thanks
Posted by: Edward at November 17, 2007 11:31 AMWell,
That was an interesting Read.
Would love to see it applied to the current marketing.
This is powerful, yet necessary discussion and one that needs to be talked about more. Great article.
Posted by: Bryan Jones at January 1, 2008 7:25 AMYes, how does this apply to internet marketing?
Posted by: Jansie Blom at January 3, 2008 2:09 PMOn #1, Is really an old factor. The web 2.0 technologies changed all this, so the link color hasn't anymore to be an issue.
Posted by: Sazkul at January 15, 2008 10:45 AMThis is interesting. That are the way to 'cheat' in marketing surveys, but I think the technology keeps changing.
Posted by: Anne Ahira at January 17, 2008 9:40 AMThis article made me laugh. I know its supposed to be a serious post, but it kind of reads like a script excerpt from Bill Murray's role in the movie GHOSTBUSTER. Am I alone in thinking this?
Posted by: Michael Goldstein at January 24, 2008 7:37 PMThis article made me laugh too: :)
Posted by: Femina at February 10, 2008 6:45 AMha ha - too funny!
These are certainly valid points. There's so much stuff going on these days it's not funny.
Especially on on the internet where marketers play wild!
oh well... gotta jet!
Posted by: Joe Lavery at February 26, 2008 7:36 PMRegarding #6- Shampoo companies have been all over that for years. "Wash, Rinse and Repeat"
You only need to wash your hair once..but this way you use more...so you buy more. I love it.
Interesting scenario in this article. Thanks
Posted by: Joko Susilo at March 1, 2008 7:51 PMVery interesting. Looking forward to reading the final paper.
Posted by: Rob at March 12, 2008 3:36 PMThis is interesting. That are the way to 'cheat' in marketing surveys, technology will imorve everything
Very interesting. Looking forward to reading the final paper
thanks for sharing
That is really interesting and helpful research
Posted by: Webmaster seo blog at March 16, 2008 2:41 PMJust a reminder, be a "good" successful person,
This is a request to professional marketing researchers and marketing managers with regard to a study I'm conducting
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Posted by: SuperCarpro at March 16, 2008 2:44 PMShocking! If these scenarios are being considered then it should be voted on by an appropriate group. I find it difficult to believe that these tactics can make it into final approval by a solid company.
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Posted by: ruzgar at April 27, 2008 8:41 PMI really agree with you.
It would suggest to implement this search methodology for E-business also.
Thank you
Interesting scenarios.
I think that a company is risking too much is they ever consider doing that. They will loose the trust of every single employee and the sues will guarantee the financial damage.
Very valid points in deed. Great details on that past studies on marketing. Great blog post here. Keep up the good work.
Posted by: Internet Marketing at September 23, 2008 11:56 PMThese are the most unethical methods of research by companies. Honesty with the customers should be their prime motive.
Posted by: SEO Mumbai at October 9, 2008 6:30 AMThat is an amazing study! I am very much interested in the mindset of professional marketers that are focused in offline marketing with brick and mortar businesses. While I was in college, I found out how to generate alot of money online in a very short period of time, but have not figured out how to tap into the offline market!
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Posted by: one way backlinks at October 18, 2008 8:06 PMIn #6 they appear surprised that the company does not correct the problem of customers misusing the product.
However, the observation of the customer "wasting their money" and "using too much of the product at one time" is a disadvantage to the consumer.
From a business standpoint any company would be happy that the more a customer uses ...then makes more purchases is good for the bottom line of units moved.
When doing research there needs to be a clear distinction of what triggers you are trying to hit and what the outcome you want is.
Posted by: Kristen at October 22, 2008 8:29 PMhaha, I agree with Kristen.
Posted by: Instant Guru Status at October 27, 2008 7:59 PMSteve,
Most of the methods you have listed at best are unethical.
What you call research - is plain invasion of privacy, voyeurism - esp. with the use of one way mirrors in women's changing rooms!
I came here to look for new marketing research & what i find is unethical methods being paraded as research!
Posted by: Manisha from Delhi Inn at November 2, 2008 7:25 AMWere the results ever posted?
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Posted by: Nizzura at November 18, 2008 3:10 AMVery interesting. I will apply this to my guerilla marketing campaign.
Posted by: Angel at November 28, 2008 5:22 PMHey Sam,
As a current marketing major, I, too, am curious as to whether the results were published or not.
Posted by: James at November 29, 2008 7:37 PMexcellent post, will look for more posts from you. keep up the good work.
Posted by: Skumar at December 1, 2008 4:47 AMThanks Steve for bringing such an important scenarios to the fore. It would be more interesting if such researches can be done on Internet marketing or SEO.
Posted by: Marko from Genius Solutions at December 15, 2008 8:23 AMGreat details on that past studies on marketing.
Posted by: Werbeagentur at December 15, 2008 11:14 AMVery interesting article! I'm fascinated by the one-way mirrors and fake research company approach.. Thanks for the post!
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Wow! I wouldn't have guessed that marketing and advertising giants go to these kind of measures for market research! I think there's a line and this definitely crosses it. Make me and other consumers loose trust in companies.
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Posted by: base de datos de empresas at June 23, 2009 4:07 PMThe marketing giants have always done these things.
If you look at those special cards grocery chains give you, every time they scan those cards, they are tracking your purchases.
The trade off is a discount for your personal information.
Posted by: Jason at June 24, 2009 12:36 PM"customers were wasting their money by using too much of the product at a time" - isn't this the dream of all manufacturers! Customers using their product & therefore advertising it!
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Posted by: e-Books & Software at July 27, 2009 9:19 AMUnethical marketing can back fire in the end so these companies need to be careful. The risk of getting caught out and the negative PR that would result almost outweighs the gains that are possible. Still, it seems like companies will try anything for a fast profit.
Posted by: Start a Daycare Service at August 2, 2009 5:05 AMIn these days it's wiser to invest in a long term solution than strive for instant results. The high financial pressure just makes it hard to chose long term business strategies in my opinion.
Posted by: Chris at August 13, 2009 6:16 PMUnethical marketing can back fire in the end so these companies need to be careful.
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Posted by: Mike at August 20, 2009 3:46 AMDon't the usefulness of the results become somewhat lessened as the results are gained by fakery?
Posted by: beadstalk at August 30, 2009 7:00 PMOnce a marketing major...
I hope the one-way mirrors were in the store and not in the "dressing room"
The one-way mirrors remind me of secret cameras for home sellers and home buyers.
Very useful research!
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Posted by: Indian Music Show at September 24, 2009 6:56 AMThese are good ways of obtaining information, though I'm not sure how ethical they are.
Posted by: C. Kahler at September 24, 2009 4:45 PMI agree with you on this thanks for posting it.
Posted by: Cheap BlackBerry at October 3, 2009 2:25 PMThese studies sound a bit unethical and it is very interesting that they will be replicated.
Posted by: First Class Fashionista at October 3, 2009 2:34 PMGREAT MARKETING RESEARCH SCENARIOS.
Thank you for this effort.
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Posted by: Hilal at October 8, 2009 5:58 AMMarketing Research !?! Note that these are highly unethical methods. I guess this is how some may do it for power and money.
David Galan
http://www.davidrgalan.com
Marketing Research !?! Note that these are highly unethical methods. I guess this is how some may do it for power and money.
David Galan
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