Don’t miss these upcoming eLearning opportunities for market research & insights professionals. These LIVE eLearning opportunities include Q&A, Homework Review, Demonstrations, and much more!
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If you’re new to the Market Research and Insights profession you may be surprised to learn that we have specific ethical and legal guidelines to which we must adhere. While as market research project managers we certainly don’t need lawyers, there are certain professional conventions related to ethics and adherence to legal tenets that we should all know about. Here’s an example that some researchers run into when working with new clients, especially clients who may not be very familiar with market research conventions.
Imagine you’ve been asked to do a market segmentation study for an up-and-coming cell phone service provider. This company sells mobile services and is specifically targeting young adults. Now imagine they’ve asked yout to do a market segmentation to divide the young adult target population into logical segments based on product usage behaviors. Sounds great, right? But then imagine that they also tell you that they want the names of the people who responded to the survey by their assigned segment. The client wants to use that to send highly targeted emails and direct mail campaigns to those research participants.
Divulging research participant contact information is unethical and usually illegal (unless the survey is of the customer’s own customer database, the survey did not promise anonymity, and the customer database has already opted in to receive direct marketing material). The client may be frustrated because they don’t understand that the purpose of the segmentation is to identify the variables that should be used to assign people to the different segments and not necessarily as a lead-generation mechanism in and of itself. As researchers, we’re more confident explaining these issues to clients when we know that we’re coming from the basis of established professional ethical and legal standards.
If these topics are new to you, please check out Ethical and Legal Topics for Market Research Professionals and join us for these upcoming live events! Don’t forget to pre-submit your questions HERE to be at the top of the queue.
UPCOMING 1-HOUR LIVE EVENTS IN JUNE
- Market Segmentation: Methodology Option & Project Planning. Join our 1-hour instructor-led live event on June 1, 2023 @ 12:00PM Eastern. In this class, taught by Instructor Jeff McKenna teaches practical steps to designing a segmentation project. The course includes important jargon and concepts, as well as three different approaches to defining market segments. Live Event Access | Course Description
- Analyzing Survey Data Using SPSS: 201. Join our 1-hour instructor-led live event on June 6, 2023 @ 1:00PM Eastern. If you have completed our SPSS: 101 course (or equivalent), here’s your next step for advancing your SPSS skills! Our SPSS 201 course covers multi-level crosstabs, weighting, factor analysis and regression. Please note: Students must have their SPSS license (version 18 or higher) to participate. Research Rockstar does not sell SPSS licenses. Live Event Access | Course Description
- Writing Qualitative Research Reports. Join our 1-hour instructor-led live event on June 7, 2023 @ 1:00PM Eastern. What makes for a great qualitative research report? It needs to synthesize and present qualitative research findings in a way that your audience will find useful. And that is not as easy as it may sound. Qualitative information can be complex and rich — analyzing it properly takes discipline, and presenting it so that others can grasp key results requires careful planning. Live Event Access | Course Description
- Writing Quantitative Research Reports. Join our 1-hour instructor-led live event on June 8, 2023 @ 1:00PM Eastern. What makes for a great quantitative research report? It needs to synthesize and present survey research findings in a way that your audience will find useful and memorable. You want your audience to understand and retain key research findings and to maximize the chance they will put them to use. Live Event Access | Course Description
- Ethical & Legal Topics for Market Research Professionals. Join our 1-hour instructor-led live event on June 13, 2023 @ 12:00PM Eastern. In this class, Instructor Kathryn Korostoff helps students learn about key ethical and legal concepts that are commonly encountered in the market research profession. Live Event Access | Course Description
- Quantitative Data Analysis. Join our 1-hour instructor-led live event on June 14, 2023 @ 11:00AM Eastern. In this 4-module program, Instructor Kathryn Korostoff will teach the basics of quantitative analysis in a fun, practical way. The course includes examples, exercises, and plenty of time for student Q&A. This market research course is ideal for those new to quantitative data analysis. No previous background in statistics is required. Live Event Access | Course Description
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