Unit VII Case Study After completing this unit, you should now understand the ethical issues that can occur in every step of the research process, from identifying the problem to analyzing the data an

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Unit VII Case Study After completing this unit, you should now understand the ethical issues that can occur in every step of the research process, from identifying the problem to analyzing the data and presenting the information. Below are several research case studies, one of which you will choose to review. Analyze the possible ethical implication of your chosen study. Based upon the details of your chosen case study, discuss the possible ethical implications to both the client and the researchers. Follow the instruction listed below. Choose one of the following case studies:

Decision Analyst. (n.d.). A decision analyst proprietary panel of users. https://www.decisionanalyst.com/media/downloads/proprietarypaneltanningproducts.pdf

Decision Analyst. (n.d.). A qualitative approach to understanding the path-to-purchase. https://www.decisionanalyst.com/media/downloads/QualitativePathtoPurchase.pdf

Decision Analyst. (n.d.). A rose of any other color. https://www.decisionanalyst.com/media/downloads/RoseOfAnyOtherColor.pdf

Decision Analyst. (n.d.). China: A new world of possibilities. https://www.decisionanalyst.com/media/downloads/China ANewWorldofPossibilities.pdf

Case studies are attached. Pick only one to write out.

After reviewing the case study, provide a summary of the case in your own words. Then, analyze the ethical implications involved in the study. In your analysis, be sure to answer the following questions: How do ethics play a role in marketing research? What are possible ethical implications for the client? What are possible ethical implications for the researcher? What should be included in the client/contract agreement to counteract ethical issues? Your case study must be a minimum of two pages, and at least one academic source should be used in addition to the case study itself. Any information from the sources must be cited and referenced in APA format, and your paper should be formatted in APA style.

Unit VII Case Study After completing this unit, you should now understand the ethical issues that can occur in every step of the research process, from identifying the problem to analyzing the data an
Category: Skincare System Methods: Time-Extended™ Online Focus Groups, Global Research, Research in China Summar y A multinational personal-care products manufacturer was interested in expanding its skincare business in China and wanted to identify the unique needs and applications to deliver a pipeline of skincare products specially designed for Asian consumers. Strategic Issues As one of the largest emerging markets, China has had rapid economic growth in the past few years, and it has become a very attractive and lucrative market with great potential for new endeavors and foreign investors. Like most modern women from all over the world, Chinese women are becoming more and more interested in personal-care and beauty products and concerned with keeping their skin’s youthful appearance and overall healthy look. Research Objectives The primary objective was to assess the credibility of the concepts that had been developed and the market potential for new skincare products in China. The purpose of the research was to identify key differences and similarities between performing in-home beauty treatments on their own, compared to receiving beauty treatments at a salon with professional staff. Research Design and Methods Decision Analyst had previously conducted a qualitative study for this client. After results had been analyzed, the client asked Decision Analyst to explore and strengthen propositions taken forward from the previous research, to redefine and strengthen those propositions, and to make strong links between identified unmet needs and propositions. In addition, Decision Analyst helped to identify the new products’ benefits and credibility, as well as pinpointed ways to increase the appeal and believability of the concepts. China: A New World of Possibilities 604 Avenue H East • Arlington, TX 76011-3100, USA1.817.640.6166 or 1.800.ANALYSIS • www.decisionanalyst.com Copyright 2016 Decision Analyst. All rights reser ved. Case History The research was conducted with the Time-Extended™ online methodology, which allowed for the gathering of in-depth reactions from target consumers living throughout the world at the most convenient times for the consumers. Decision Analyst’s experience developing and using online forums, along with its worldwide panel of 8+ million consumers, made this a feasible and effective methodology. Decision Analyst recruited and invited participants living in two major and affluent tier-one cities in China to participate in the forums. The study included a total of six forums divided into three segments based on age, income, and skin type. These written discussions were conducted in Simplified Chinese. Results Overall, the discussions revealed that the concepts were viewed positively and indicated a probability of success. The respondents believed the concepts would help them achieve salon-quality results while performing skincare treatments in their home, and they expressed a universal need for the concepts. The research results indicated which concepts resonated most with the respondents and, thus, warranted further development. Decision Analyst recommended modifications to winning concepts based on elements that were seen positively and elements that were seen negatively. The results pointed the client’s new product development team in a direction that would enable the manufacturer to expand its skincare business in China. China: A New World of Possibilities (Continued) 604 Avenue H East • Arlington, TX 76011-3100, USA 1.817.640.6166 or 1.800.ANALYSIS • www.decisionanalyst.com Copyright 2016 Decision Analyst. All rights reser ved.
Unit VII Case Study After completing this unit, you should now understand the ethical issues that can occur in every step of the research process, from identifying the problem to analyzing the data an
Category: Children’s Toys Methods: Package Testing, Virtual Shopping, Advanced Analytics, Quantitative Research, Shopper Insights Summar y Recently a major toy manufacturer was challenged by its management team to grow sales of its top brand. The brand, a long-established market leader, had weathered many economic ups and downs and was beloved by children and parents all over the world. The brand’s marketers faced a big challenge and were considering a bold (and potentially risky) change to help shift the brand’s growth trend upward. Consumer research was carefully crafted to understand shoppers’ reactions to the revised packages, and ultimately revealed that the proposed changes would benefit the brand. It also led to some unexpected and very informative discoveries. Strategic Issues and Objectives As the U.S. and world economies strengthened after World War II, many parents had comfortable disposable incomes and could indulge their children’s dreams and desires. Like most youngsters, American children loved playing with toys; in fact, for over a half-century, kids had been enjoying imaginative play with our client’s top toy brand. As with many product categories, development and production of toys had greatly accelerated as consumers’ appetites for new and better “things” seemed unquenchable. Manufacturers were continuously pressured to keep up with consumer desires. Product lines were extended, and then extended even further. Consequently, innovation became a major focus for our toy manufacturer client. The retail landscape also grew and adapted to this demand. Toward the end of the twentieth century, big- box retailers entered the marketplace, and endless aisles of “things” were available for shoppers to admire and purchase. Exponential growth in the number of “things” being marketed led to clutter and confusion on the retail aisles. In turn, manufacturers struggled for share of shoppers’ attention at the “moment of truth” in stores. Packaging was forced to play an ever-more-important role in the marketing mix. A Rose of Any Other Color… Case History Copyright 2017 Decision Analyst. All rights reser ved. 604 Avenue H East Arlington, TX 76011-3100, USA 1.817.640.6166 or 1.800.ANALYSIS www.decisionanalyst.com Although our client’s long-established and beloved brand was holding steady and maintaining its sales and market share, its desire was to improve sales and grow market share–even in this crowded, challenging market. The company asked us to help assess the impact of minor changes to package messaging, along with a radical change it was also considering: a complete change of the brand’s color scheme. Research Objectives The objective was to determine what impact, if any, the proposed package-design changes would have on brand impressions and sales. The impact on multiple product lines under the brand umbrella and across shopper groups was examined. Our client intended to use this research to help decide whether to make the extreme shift in brand visuals and also to choose a winning package design. Research Design and Methods A quantitative survey, including both an extensive virtual-shopping exercise and a thorough package- design evaluation, was conducted online using our Logician ® survey software and virtual shopping module. The analysis focused on the shopping exercises carried out by the respondents. The detailed package evaluation would provide diagnostic feedback to enhance our understanding of the virtual-shopping results. The ultimate goal was to determine which package design was strongest at generating sales for the client’s products. First, Decision Analyst created the digital images for the virtual retail shelves and constructed four shelf sets, each with approximately 150 facings. The shelves were representative of a typical plan-o-gram for the appropriate toy aisles of a big-box retailer. Two pairs of aisles were built: one pair contained the client’s current package, and the other aisle displayed the test design. All other elements of each aisle remained constant. Based on demographics of their children and recent shopping behavior, respondents viewed one appropriate toy aisle for their shopping exercise. During the shopping task, we observed and recorded every interaction shoppers had with packages. Respondents could “pick up” a toy with a mouse click. Multiple sides of each package could be viewed, and toys could be put back on a shelf or in a A Rose of Any Other Color… (Continued) Copyright 2017 Decision Analyst. All rights reser ved. 604 Avenue H East Arlington, TX 76011-3100, USA 1.817.640.6166 or 1.800.ANALYSIS www.decisionanalyst.com virtual-shopping cart. Shoppers could examine, replace, or purchase as many toys as they wished. Next, respondents focused on one version of the client’s package and were asked to evaluate several aspects of it. We asked questions to understand the imagery the packages portrayed and interest the packages elicited in the products. Results The virtual-shopping exercise showed that the proposed changes would positively impact the brand’s sales. The new packaging attracted more attention and generated more shopper interaction, and the nuanced package messaging generated even more positive attitudes toward the brand. We also discovered that shoppers’ behavior was different across the two toy categories. This totally new insight allowed our client to think about packaging and on-pack or on-shelf messaging in new ways. They learned about more opportunities to communicate with customers, and that they could send new and different messages to them right there at the retail shelf. The company adopted the new package color and messaging and has enjoyed tremendous success with it. RoseOfAnyOtherColor.pdf A Rose of Any Other Color… (Continued) Copyright 2017 Decision Analyst. All rights reser ved. 604 Avenue H East Arlington, TX 76011-3100, USA 1.817.640.6166 or 1.800.ANALYSIS www.decisionanalyst.com
Unit VII Case Study After completing this unit, you should now understand the ethical issues that can occur in every step of the research process, from identifying the problem to analyzing the data an
Category: Cosmetic Methods: In-Person Focus Groups, Virtual-Ethnography (Remote Desktop Viewing), Path-to-Purchase, Time-Extended™ Qualitative Summar y Decision Analyst’s client, a cosmetic manufacturer, was interested in gaining a better understanding consumer perceptions and usage of Amazon.com. Management wanted to identify and understand why cosmetics’ users read reviews, shop and buy online vs. in store and how they might stop or reverse this trend to online, or possibly take better advantage of the online channel. To this end, the client asked Decision Analyst to propose an approach to address these needs and find solutions. Strategic Issues The client wanted to better understand the customer’s path-to-purchase and make improvements to their website, as well as other websites which they controlled. Of specific importance to the client was the appeal of Amazon.com to consumers versus other websites consumers access in the category, and leverage findings to drive online sales. Additionally, they desired to find ways to improve consumers’ in-store experience. Research Objectives The research objectives were to: ƒ Obtain a holistic assessment of the customer’s shopping experiences and requirements in the context of shopper types, values, expectations, buying circumstances (missions), etc. between various online retailers and stores. ƒ Identify linkages between the shopping experience and product experiences, and loyalty to the place of purchase and brand/product. ƒ Explore shoppers’ desired online and in-store beauty shopping experiences. ƒ Uncover strengths and weaknesses of Amazon, as well as other competitive websites that the client company can capitalize on, and areas of opportunity for client company websites. ƒ Understand how and why shoppers are using Amazon.com, and what missions it fulfills. A Qualitative Approach to Understanding the Path-to-Purchase Case History Copyright 2016 Decision Analyst. All rights reser ved. 604 Avenue H East Arlington, TX 76011-3100, USA 1.817.640.6166 or 1.800.ANALYSIS www.decisionanalyst.com Research Design and Methods The research design required two different groups of females 25 – 52 years of age who purchased prestige makeup and/or facial skincare products in the past three months. ƒ G r ou p 1: All Amazon and retail partner store shoppers; some of which happen to also buy at other websites. Purchased prestige makeup and/or facial skincare products at a high-end store at least once in the past year; also purchased from Amazon at least once in the past year and plan to do so again within the next year. ƒ Group 2: All Amazon and other websites beauty shoppers; some of which happen to also buy at retail partner stores. Purchased beauty from Amazon.com at least once in the past year, at least once from other cosmetic brand and retailer websites and plan to purchase from Amazon again within the next year. A multi-phase qualitative approach was designed to gain deep understanding of consumers’ needs, desires, shopping experiences, and shopping decision making behaviors, both in-store and online. 1. In-Person Focus Groups: A total of 4 focus groups were conducted (one Group 1 shoppers and one Group 2 shoppers were conducted in 2 separate markets). These four group discussions allowed us to listen to shoppers’ language about prestige beauty and delve into their shopping missions and experiences. 2. Two-Day Time Extended™ Online In-Depth Interviews: Online interviews were conducted via our proprietary online bulletin board platform among 15 women from Group 1 and 16 women from Group 2. The interviews lasted approximately an hour and provided a deeper understanding of participants’ online and store buying behaviors. 3. Follow-Up Phone Interviews With Remote Desktop Viewing (Virtual Ethnography): 45-minute follow-up telephone interviews including remote viewing of participants’ computer screens. We watched how participants used various websites to research and purchase prestige beauty products. Half of the interviews included webcams which allowed us to see their facial expressions and observe emotional engagement with the websites they visited. Results The client learned a great deal about what makes Amazon appealing to consumers. Specifically, they learned where Amazon exceeded expectations and also what features were found to make for a loyal following for Amazon. Additionally, the client learned Amazon’s failings and where the respondents felt disappointed. These findings were used by the client to assist their major retail partner in a number of areas, including improvements to their in-store, behind the counter processes and displays. The client used this research to improve their own website, as well as other websites which they controlled to drive traffic and increase online sales. QualitativePathtoPurchase.pdf A Qualitative Approach to Understanding the Path-to-Purchase (Continued) Copyright 2016 Decision Analyst. All rights reser ved. 604 Avenue H East Arlington, TX 76011-3100, USA 1.817.640.6166 or 1.800.ANALYSIS www.decisionanalyst.com
Unit VII Case Study After completing this unit, you should now understand the ethical issues that can occur in every step of the research process, from identifying the problem to analyzing the data an
Category: Tanning Products Methods: Proprietary Panel; Custom Research Panel; Tracking Research; Qualitative Research; Quantitative Research; Attitude, Usage, & Behavior Research Summar y A large consumer-packaged goods company wanted to gain insights into two consumer groups’ attitudes, usage, and behaviors toward tanning products over a period of 16 months. This time period of research was necessary to understand differences in product usage during peak tanning season as well as off-season. Strategic Issues With rising concern of the health effects of tanning (namely skin cancer), and improvements made in self tanning products, our client wanted to develop a deep understanding of consumers of tanning products, namely thier shopping and usage behaviors through all seasons. Research Objectives The objectives of the research were to: ƒ Understand behaviors and usage habits of consumers over several seasons. ƒ Elicit additional input on usage, such as other products used, as well as record demographic and lifestyle questions. ƒ Gain insights into why consumers enter and leave the category, what products or services they move on to, and what would motivate them to use tanning products in other seasons. Research Design and Methods The proposed methodology for this research was an online diary that participants were be required to keep for 16 months. A proprietary panel of consumers were recruited from Decision Analyst’s American Consumer Opinion ® Online panel, screened, A Decision Analyst Proprietary Panel of Users Decision Analyst’s American Consumer Opinion ® Online panel has more than 7 million members. Case History Copyright 2016 Decision Analyst. All rights reser ved. 604 Avenue H East Arlington, TX 76011-3100, USA 1.817.640.6166 or 1.800.ANALYSIS www.decisionanalyst.com and qualified to fall into one of two user groups, depending on product usage. Screening also required that participants had a digital camera and the ability to upload pictures to the online survey. Once screened, consumers were asked to participate on an ongoing basis. An appropriate incentive was offered to encourage continuous participation. The online survey was programmed so that a survey could not be answered online until the previous week’s or month’s survey responses had been made. This process encouraged consumers to record their survey responses in order and as promptly as possible. The basic survey was 10 minutes in length, and periodically the client team added additional open- or closed-ended questions (typically once a month) to obtain answers to questions they had that were raised from the responses, as well as questions about current market conditions and competitive products. Retention rates remained high, as the survey was of high interest to users. Therefore, no additional recruiting was needed over the 16-month period. Qualitative Component After the first three months of research, the client wanted to better understand the needs, feelings, and motivations of the consumers. A question was added to the survey asking consumers to participate in a 30-minute, in-depth interview via telephone. An appropriate incentive was offered. Decision Analyst’s qualitative team conducted 15 in-depth interviews, with the client team monitoring the calls. A summary report was delivered to the client, along with a CD that included the findings of the research, as well as audio clips of consumer quotes (actual audio from the telephone interviews). Results The client had a number of internal clients from the brand team who had high interest in this research. New questions were frequently raised and added to the survey to better understand complex shopping and usage behaviors, competitive threats, and product improvements. The client used the quantitative and qualitative research for messaging and promotions, as well as input for product refinement and development. They plan to continue the survey for another 16 months. ProprietaryPanelTanningProducts.pdf A Decision Analyst Proprietar y Panel of Users (Continued) Copyright 2016 Decision Analyst. All rights reser ved. 604 Avenue H East Arlington, TX 76011-3100, USA 1.817.640.6166 or 1.800.ANALYSIS www.decisionanalyst.com

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