Introduction
Identifying and using primary sources in a market research needs careful consideration, and some experience and expertise. Unlike the other sources of information, such primary sources come from a direct witness. A primary source is reliable, and researchers consider it as the best source because it contains the original information and is free from errors or bias.
Some of the sources of primary data include interviews, questionnaires, and observations among others. This paper discusses Emily a new researcher asked to conduct a telephone survey by her supervisor. It provides an analysis of the value conflict, the prescriptive course of action, and the script.
Analysis of the values conflict
In her case, Emily must encounter several challenges. As aforementioned, identifying and using primary sources in a market research requires careful thought and some experience or knowledge. Emily is new in this field, and she is prone to many challenges in the communication process. The article provides an example to show her naivety.
For instance, she introduced herself as a researcher for a market research firm, instead of disguising herself as a student, in order to get the information she required. The firms from which she was researching would not give out their information to other competing firms. Their core competencies cannot be released to their competitors.
The components of the values conflict in Emily’s case include mistrust, strained and hostile communication, misunderstandings, non-negotiability, and negative stereotyping among others. All these must be encountered in the research.
The other component of value conflict in Emily’s case is mistrust. It is obvious that the firms she is researching from can develop feelings of mistrust and suspicion, and refuse to open up to her. She might for instance, inquire about sensitive information from the firms, which is opposed to the firm’s constitution.
Many companies do not disclose their core competencies because they want to gain a competitive advantage over their competitors. This can lead them to respond negatively, and hence leave Emily to be stunned and offended. Different conceptions of value between these two parties can lead to misunderstanding and mistrust.
The other component of the values and conflict is the hostile characteristic of communication between Emily and the firm. Misunderstandings and mistrusts between these two parties in the communication process can result in hostile communication; for example, personal attacks, denunciations, or curse. The communication intended to persuade and inform can turn out to be a wasted research.
Negative stereotyping and the non – negotiability are also components of values conflict. Emily may feel stunned or offended because of the actions or words she receives from the firm on the telephone survey, and hence denounce the words and the firm at large.
The table below shows a list of stakeholders and what the researcher intends to research from them
Prescriptive course of action
To avoid mistrust, strained and hostile communication, misunderstandings, non-negotiability, and negative stereotyping; Emily should prepare herself first before conducting the research. Having a plan for her marketing research can help her in many ways. She can use it to know what she will expect from her respondents.
This can help her come up with strategies that can influence the respondents to provide her with the information she is seeking. Emily should seek help for the challenges she encounters in conducting the primary research from her supervisor and other sources. This can help her come up with solutions for morals and values conflicts, and hence conduct the research successfully.
She should be prepared early enough before she conducts any research particularly, a primary research. This can include determining what she wants to learn, the person she will interview, how she will do it, what she will ask, testing and asking questions, and lastly is producing her results.
Script
Emily demonstrates naivety in her first research study. She is not comfortable with advice from her supervisor about disguising herself as a student conducting a research for a class project. She should continue conducting research and keep on learning new skills to perfect her studies. Introducing a complicated strategy at this stage can make the situation even worse.
She should follow what her supervisor asks of her, and ask questions when she needs to do so. It is obvious that the supervisor is competent in conducting research. Emily should follow her advice, and in the process, she will learn more and come up with new skills in her research studies. Early preparation for research should be a primary concern.
Conclusion
Values conflicts hinder the conduct of research successfully. In Emily’s case, the components of the values conflict may include mistrust, strained and hostile communication, misunderstandings, non-negotiability, and negative stereotyping among others.
Using primary sources in a market research requires careful thought, and some experience and knowledge by researchers. To avoid values conflict, it is necessary to plan for research early enough, assess all the challenges and come up with remedies to the challenges.