Assignment范例-商業(yè)研究的要素。本文是一篇由本站代寫服務提供的assignment代寫參考，主要內容是講述研究是對真理的敏銳追求。這是對特定主題的相關信息的仔細、科學和系統的搜索，以推斷一些結果。研究將信息轉化為知識。對企業(yè)工作環(huán)境中遇到的特定問題進行有組織、系統和客觀的科學調查或調查，目的是找到解決方案，稱為商業(yè)研究。下面就一起來看一下這篇留學生assignment代寫范文。

Research is a discerning pursuit of the truth. It is a careful scientific and systematic search for pertinent information on a specific topic to infer some results. Research turns information into knowledge. An organized, systematic and objective oriented scientific inquiry or investigation into a specific problem encountered in the work settings of a business, undertaken with the objective of finding solutions to it is known as BUSINESS RESEARCH.

研究是對真理的敏銳追求。這是對特定主題的相關信息的仔細、科學和系統的搜索，以推斷一些結果。研究將信息轉化為知識。對企業(yè)工作環(huán)境中遇到的特定問題進行有組織、系統和客觀的科學調查或調查，目的是找到解決方案，稱為商業(yè)研究。

For example, starting any type of business requires research into the target market and the competition to create a business plan. Conducting business market research in existing businesses is helpful in keeping in touch with consumer demand. Small business research begins with research of an idea and continues with research based on customer demand and other businesses offering similar products or services. All business research is done to learn information that could make the company more successful.

Elements of Business Research

Business Research includes several interrelated components. The scope of business research is broad, and the types of phenomena business researchers study are expanding rapidly. Thus, business research is truly dynamic in that researchers are constantly studying new issues with new tools. The important ones are described below:

Business research involves the study of a wide range of phenomena, such as:

People, including employees, customers, supervisors, managers and policy makers.

Systems or groups of people, including strategic business units, offices, factory labor, management groups, boards of directors, managing directors, market segments, cultures, subcultures, corporate cultures, communities, companies and industries.

The interaction of people with systems, including accounting or audit systems, legal systems, management practices, compensation systems, manufacturing systems, production processes, and financial systems.

Business research can be formal. Researchers may undertake systematic and sometimes exhaustive projects aimed at answering very specific questions. For instance, One-shot research projects are performed to address a single issue at a specific time.

Business research can be informal. Restaurant owners or managers often spend a portion of each night circulating through the dining room asking the customers about the food and services. While this sort of research is easy for small ventures, it is more of a challenge for larger firms. Informal research is often ongoing.

Good research is replicable. A goal of scientific research is to be as objective as possible. When research is objective, it is replicable, meaning that another researcher could produce the same results the identical procedures employed by the original researcher.

Good research should provide more benefits than it costs. Ultimately this is of primary importance in determining if the research was worthwhile.

Business research is scientific inquiry. But the terminology of business research differs depending on what motivates a particular study. Applied business research is motivated by an attempt to solve a particular problem faced by a particular organization. Basic business research is motivated by a desire to better understand some business phenomenon as it applies to an entire industry or business in general.

OBJECTIVES OF RESEARCH

The purpose of research is to discover answers to questions through the application of scientific procedures. The main aim of research is to find out the truth which is hidden and which has not been discovered as yet. Though each research study has its own specific purpose, we may think of research objectives as falling into a number of following broad groupings:

1. To gain familiarity with a phenomenon or to achieve new insights into it (studies with this object in view are termed as exploratory or formulative research studies);

2. To portray accurately the characteristics of a particular individual, situation or a group (studies with this object in view are known as descriptive research studies);

3. To determine the frequency with which something occurs or with which it is associated with something else (studies with this object in view are known as diagnostic research studies);

4. To test a hypothesis of a causal relationship between variables (such studies are known as hypothesis-testing research studies).

TYPES OF RESEARCH

THE BASIC TYPES OF RESEARCH ARE AS FOLLOWS:

1. Descriptive vs. Analytical: Descriptive research includes surveys and fact-finding enquiries of different kinds. The major purpose of descriptive research is description of the state of affairs as it exists at present. In social science and business research we quite often use the term Ex post facto research for descriptive research studies. The main characteristic of this method is that the researcher has no control over the variables; he can only report what has happened or what is happening. Most ex post facto research projects are used for descriptive studies in which the researcher seeks to measure such items as, for example, frequency of shopping, preferences of people, or similar data. Ex post facto studies also include attempts by researchers to discover causes even when they cannot control the variables. The methods of research utilized in descriptive research are survey methods of all kinds, including comparative and correlation methods. In analytical research, on the other hand, the researcher has to use facts or information already available, and analyze these to make a critical evaluation of the material.

2. Applied vs. Fundamental: Research can either be applied (or action) research or fundamental (to basic or pure) research. Applied research aims at finding a solution for an immediate problem facing a society or an industrial/business organization, whereas fundamental research is mainly concerned with generalizations and with the formulation of a theory. “Gathering knowledge for knowledge’s sake is termed as “pure” or “basic” research.” Research concerning some natural phenomenon or relating to pure mathematics are examples of fundamental research. Similarly, research studies, concerning human behavior carried on with a view to make generalizations about human behavior, are also examples of fundamental research, but research aimed at certain conclusions (say, a solution) facing a concrete social or business problem is an example of applied research. Research to identify social, economic or political trends that may affect a particular institution or the copy research (research to find out whether certain communications will be read and understood) or the marketing research or evaluation research are examples of applied research. Thus, the central aim of applied research is to discover a solution for some pressing practical problem, whereas basic research is directed towards finding information that has a broad base of applications and thus, adds to the already existing organized body of scientific knowledge.

3. Quantitative vs. Qualitative: Quantitative research is based on the measurement of quantity or amount. It is applicable to phenomena that can be expressed in terms of quantity. Qualitative research, on the other hand, is concerned with qualitative phenomenon, i.e., phenomena relating to or involving quality or kind. For instance, when we are interested in investigating the reasons for human behavior (i.e., why people think or do certain things), we quite often talk of “Motivation Research”, an important type of qualitative research. Other techniques of such research are word association tests, sentence completion tests, story completion tests and similar other projective techniques. Attitude or opinion research i.e., research designed to find out how people feel or what they think about a particular subject or institution is also qualitative research. Qualitative research is especially important in the behavioral sciences where the aim is to discover the underlying motives of human behavior. Through such research we can analyze the various factors which motivate people to behave in a particular manner or which make people like or dislike a particular thing. It may be stated, however, that to apply qualitative research in practice is relatively a difficult job and therefore, while doing such research, one should seek guidance from experimental psychologists.

4. Conceptual vs. Empirical: Conceptual research is that related to some abstract idea(s) or theory. It is generally used by philosophers and thinkers to develop new concepts or to reinterpret existing ones. On the other hand, empirical research relies on experience or observation alone, often without due regard for system and theory. It is data-based research, coming up with conclusions which are capable of being verified by observation or experiment. We can also call it as experimental type of research. In such a research it is necessary to get at facts firsthand, at their source, and actively to go about doing certain things to stimulate the production of desired information. In such a research, the researcher must first provide himself with a working hypothesis or guess as to the probable results. He then works to get enough facts (data) to prove or disprove his hypothesis. He then sets up experimental designs which he thinks will manipulate the persons or the materials concerned so as to bring forth the desired information. Such research is thus characterized by the experimenter’s control over the variables under study and his deliberate manipulation of one of them to study its effects. Empirical research is appropriate when proof is sought that certain variables affect other variables in some way. Evidence gathered through experiments or empirical studies is today considered to be the most powerful support possible for a given hypothesis.

例如，開辦任何類型的企業(yè)都需要對目標市場和競爭進行研究，以制定商業(yè)計劃。對現有企業(yè)進行商業(yè)市場研究有助于與消費者需求保持聯系。小企業(yè)研究始于對一個想法的研究，并繼續(xù)基于客戶需求和提供類似產品或服務的其他企業(yè)的研究。所有的商業(yè)研究都是為了了解能使公司更成功的信息。

商業(yè)研究要素

商業(yè)研究包括幾個相互關聯的組成部分。商業(yè)研究的范圍很廣，商業(yè)研究人員研究的現象類型也在迅速擴展。因此，商業(yè)研究是真正動態(tài)的，因為研究人員不斷地用新工具研究新問題。以下介紹了其中的重要內容：

商業(yè)研究涉及對一系列現象的研究，例如：

人員，包括員工、客戶、主管、經理和政策制定者。

系統或人群，包括戰(zhàn)略業(yè)務部門、辦公室、工廠勞動力、管理團隊、董事會、總經理、細分市場、文化、亞文化、企業(yè)文化、社區(qū)、公司和行業(yè)。

人與系統的互動，包括會計或審計系統、法律系統、管理實踐、薪酬系統、制造系統、生產流程和財務系統。

商業(yè)研究可以是正式的。研究人員可能會進行系統的、有時是詳盡的項目，旨在回答非常具體的問題。例如，一次性研究項目是為了在特定時間解決單個問題。

商業(yè)研究可以是非正式的。餐館老板或經理通常每晚花一部分時間在餐廳里四處走動，詢問顧客有關食物和服務的情況。雖然這種研究對小型企業(yè)來說很容易，但對大型企業(yè)來說更具挑戰(zhàn)性。非正式研究經常在進行中。

好的研究是可以復制的。科學研究的目標是盡可能客觀。當研究是客觀的時，它是可復制的，這意味著另一位研究人員可以按照原研究人員使用的相同程序產生相同的結果。

好的研究應該提供比成本更多的好處。最終，這對于確定這項研究是否有價值至關重要。

商業(yè)研究是科學探究。但商業(yè)研究的術語因特定研究的動機而異。應用商業(yè)研究的動機是試圖解決特定組織面臨的特定問題。基礎商業(yè)研究的動機是希望更好地理解某些商業(yè)現象，因為它適用于整個行業(yè)或企業(yè)。

研究目標

研究的目的是通過應用科學程序來發(fā)現問題的答案。研究的主要目的是找出隱藏的和尚未發(fā)現的真相。盡管每項研究都有其特定的目的，但我們可以將研究目標分為以下幾個大類：

1.熟悉一種現象或對其有新的見解（從這個角度來看，研究被稱為探索性或公式化研究）；

2.準確描述特定個人、情況或群體的特征（考慮到這一目的的研究稱為描述性研究）；

3.確定某件事發(fā)生的頻率或與其他事情相關的頻率（從這個角度來看，研究被稱為診斷研究）；

4.檢驗變量之間因果關系的假設（這類研究被稱為假設檢驗研究）。

研究類型

研究的基本類型如下：

1.描述性與分析性：描述性研究包括不同類型的調查和實況調查。描述性研究的主要目的是描述目前的事態(tài)。在社會科學和商業(yè)研究中，我們經常使用“事后研究”一詞來進行描述性研究。這種方法的主要特點是研究者無法控制變量；他只能報告已經發(fā)生或正在發(fā)生的事情。大多數事后研究項目都用于描述性研究，研究人員試圖測量這些項目，例如購物頻率、人們的偏好或類似數據。事后研究還包括研究人員試圖發(fā)現原因，即使他們無法控制變量。描述性研究中使用的研究方法是各種調查方法，包括比較法和關聯法。另一方面，在分析研究中，研究人員必須使用現有的事實或信息，并對這些事實或信息進行分析，以對材料進行批判性評估。

2.應用與基礎：研究可以是應用（或行動）研究，也可以是基礎（基礎或純粹）研究。應用研究旨在為社會或工業(yè)/商業(yè)組織面臨的直接問題找到解決方案，而基礎研究主要關注概括和理論的制定。為了知識而收集知識被稱為“純粹的”或“基礎的”研究關于某些自然現象或與純數學有關的研究是基礎研究的例子。同樣，為了概括人類行為而進行的關于人類行為的研究也是基礎研究的例子，但針對具體社會或商業(yè)問題的某些結論（例如解決方案）的研究是應用研究的例子。識別可能影響特定機構的社會、經濟或政治趨勢的研究，或復制研究（找出某些通信是否會被閱讀和理解的研究）或營銷研究或評估研究都是應用研究的例子。因此，應用研究的中心目標是為一些緊迫的實際問題找到解決方案，而基礎研究則旨在尋找具有廣泛應用基礎的信息，從而增加現有的有組織的科學知識。

3.定量與定性：定量研究是基于對數量或數量的測量。它適用于可以用數量表示的現象。另一方面，定性研究涉及定性現象，即與質量或種類有關或涉及質量或種類的現象。例如，當我們有興趣調查人類行為的原因（即人們?yōu)槭裁此伎蓟蜃瞿承┦虑椋r，我們經常談論“動機研究”，這是一種重要的定性研究。這類研究的其他技術是單詞聯想測試、句子完成測試、故事完成測試和類似的其他投射技術。態(tài)度或觀點研究，即旨在了解人們對特定主題或機構的感受或想法的研究，也是定性研究。定性研究在行為科學中尤為重要，其目的是發(fā)現人類行為的潛在動機。通過這樣的研究，我們可以分析激勵人們以特定方式行事或使人們喜歡或不喜歡特定事物的各種因素。然而，可以說，在實踐中應用定性研究是一項相對困難的工作，因此，在進行此類研究時，應尋求實驗心理學家的指導。

4.概念研究與實證研究：概念研究是與一些抽象的想法或理論有關的研究。它通常被哲學家和思想家用來發(fā)展新概念或重新解釋現有概念。另一方面，實證研究僅依賴于經驗或觀察，往往沒有適當考慮系統和理論。它是基于數據的研究，得出能夠通過觀察或實驗驗證的結論。我們也可以稱之為實驗型研究。在這樣的研究中，有必要直接了解事實的來源，并積極地做某些事情來刺激所需信息的產生。在這樣的研究中，研究人員必須首先為自己提供一個關于可能結果的有效假設或猜測。然后，他努力獲得足夠的事實（數據）來證明或反駁他的假設。然后，他建立實驗設計，他認為這些設計會操縱相關人員或材料，從而產生所需的信息。因此，這種研究的特點是實驗者對所研究的變量的控制，以及他故意操縱其中一個變量來研究其影響。當試圖證明某些變量以某種方式影響其他變量時，實證研究是合適的。今天，通過實驗或實證研究收集的證據被認為是對給定假設最有力的支持。

5. Some Other Types of Research: All other types of research are variations of one or more of the above stated approaches, based on either the purpose of research, or the time required to accomplish research, on the environment in which research is done, or on the basis of some other similar factor. Form the point of view of time, we can think of research either as one-time research or longitudinal research. In the former case the research is confined to a single time-period, whereas in the latter case the research is carried on over several time-periods. Research can be field-setting research or laboratory research or simulation research, depending upon the environment in which it is to be carried out. Research can as well be understood as clinical or diagnostic research. Such research follows case-study methods or in-depth approaches to reach the basic causal relations. Such studies usually go deep into the causes of things or events that interest us, using very small samples and very deep probing data gathering devices. The research may be exploratory or it may be formalized. The objective of exploratory research is the development of hypotheses rather than their testing, whereas formalized research studies are those with substantial structure and with specific hypotheses to be tested. Historical research is that which utilizes historical sources like documents, remains, etc. to study events or ideas of the past, including the philosophy of persons and groups at any remote point of time. Research can also be classified as conclusion-oriented and decision-oriented. While doing conclusion oriented research, a researcher is free to pick up a problem, redesign the enquiry as he proceeds and is prepared to conceptualize as he wishes. Decision-oriented research is always for the need of a decision maker and the researcher in this case is not free to embark upon research according to his own inclination.

Operations research is an example of decision oriented research since it is a scientific method of providing executive departments with a quantitative basis for decisions regarding operations under their control.

SIGNIFICANCE OF RESEARCH

“All progress is born of inquiry. Doubt is often better than overconfidence, for it leads to inquiry, and inquiry leads to invention” is a famous Hudson Maxim in context of which the significance of research can well be understood. Increased amounts of research make progress possible. Research inculcates scientific and inductive thinking and it promotes the development of logical habits of thinking and organization.

Research provides the basis for nearly all government policies in our economic system. For instance, government’s budgets rest in part on an analysis of the needs and desires of the people and on the availability of revenues to meet these needs. The cost of needs has to be equated to probable revenues and this is a field where research is most needed. Through research we can devise alternative policies and can as well examine the consequences of each of these alternatives.

Decision-making may not be a part of research, but research certainly facilitates the decisions of the policy maker. Government has also to chalk out programs for dealing with all facets of the country’s existence and most of these will be related directly or indirectly to economic conditions. The plight of cultivators, the problems of big and small business and industry, working conditions, trade union activities, the problems of distribution, even the size and nature of defense services are matters requiring research. Thus, research is considered necessary with regard to the allocation of nation’s resources. Another area in government, where research is necessary, is collecting information on the economic and social structure of the nation.

Such information indicates what is happening in the economy and what changes are taking place. Collecting such statistical information is by no means a routine task, but it involves a variety of research problems.

These days nearly all governments maintain large staff of research technicians or experts to carry on this work. Thus, in the context of government, research as a tool to economic policy has three distinct phases of operation, viz.

Investigation of economic structure through continual compilation of facts;

Diagnosis of events that are taking place and the analysis of the forces underlying them; and

(iii) The prognosis, i.e., the prediction of future developments.

Research has its special significance in solving various operational and planning problems of business and industry. Operations research and market research, along with motivational research, are considered crucial and their results assist, in more than one way, in taking business decisions. Market research is the investigation of the structure and development of a market for the purpose of formulating efficient policies for purchasing, production and sales. Operations research refers to the application of mathematical, logical and analytical techniques to the solution of business problems of cost minimization or of profit maximization or what can be termed as optimization problems. Motivational research of determining why people behave as they do is mainly concerned with market characteristics. All these are of great help to people in business and industry who are responsible for taking business decisions. Research with regard to demand and market factors has great utility in business. Research, thus, replaces intuitive business decisions by more logical and scientific decisions.

Subaru: “Mr. Survey” Monitors Customer Satisfaction

Marketing research can play an important role in helping Subaru understand the devotion of consumers to its brand. It can help them understand the motivations, perceptions, and preferences of consumers in their market. It can also provide them with a profile of their loyal customers. The marketing research problem is to determine customer preferences for automobiles and discover what things create loyalty among these customers. More specifically:

What criteria do consumers use for evaluating automobiles?

How do consumers evaluate Subaru and competing brands on the identified criteria?

What is the demographic and psychographic profile of customers loyal to Subaru?

What characteristics differentiate Subaru loyalists from consumers loyal to other brands?

Qualitative research would help Subaru define the problem and set up an approach to improving customer loyalty. Focus groups and depth interviews would be the most useful techniques. Since complex questions and a diversity of questions will probably be asked, personal interviews will be effect. Of the three personal methods, mall intercepts will be the most efficient in terms of cost and speed. Subaru needs to address differences in the lifestyle/pastime (autobahn) and popular sports (soccer) in their marketing research. They also need to consider other socio-cultural factors such as environmental friendliness and research methodology in Germany. In addition, economical/infra-structural factors, marketing environment, government environment, legal environment, and information and technological environment should be considered as well. With regard to the general public, ethical concerns revolve primarily around the methods of generating and reporting research results. It is the joint responsibility of the researcher and the client to ensure that the research findings are being disseminated accurately. In particular, care should be taken by both the market researcher and the client to avoid incomplete reporting, misleading reporting, and biased research. It is the marketing researcher’s responsibility to protect the respondents from unethical research practices. Two issues deserve special attention: conducting a survey as a guide to sell products, and the invasion of the privacy of the respondent.

Given the complexity involved, it is not surprising that the ethical issues surrounding the researcher-client relationship are somewhat numerous. Areas that deserve special attention from an ethical standpoint are: abuse of position arising from specialized knowledge, unnecessary research, and an unqualified researcher, disclosure of identity, treating data as no confidential and misleading presentation of data. The researcher (or the research firm) has the right to be treated ethically as well. Ethical treatment by clients involves several issues: improper solicitation of proposals, disclosure of proprietary techniques, and misrepresentation of findings.

5.其他一些類型的研究：所有其他類型的研究都是上述一種或多種方法的變體，基于研究目的或完成研究所需的時間、進行研究的環(huán)境或基于其他類似因素。從時間的角度來看，我們可以將研究視為一次性研究或縱向研究。在前一種情況下，研究僅限于一個時間段，而在后一種情況中，研究是在幾個時間段內進行的。研究可以是實地研究、實驗室研究或模擬研究，具體取決于研究所處的環(huán)境。研究也可以理解為臨床或診斷研究。這種研究遵循案例研究方法或深入方法來得出基本的因果關系。此類研究通常使用非常小的樣本和非常深入的探測數據收集設備，深入研究我們感興趣的事情或事件的原因。這項研究可能是探索性的，也可能是形式化的。探索性研究的目的是發(fā)展假設，而不是對其進行檢驗，而正式的研究是那些具有實質性結構和具體假設有待檢驗的研究。歷史研究是利用文獻、遺跡等歷史來源來研究過去的事件或思想，包括任何遙遠時間點的個人和群體的哲學。研究也可以分為結論導向和決策導向。在進行以結論為導向的研究時，研究人員可以自由地發(fā)現問題，在進行調查時重新設計調查，并準備根據自己的意愿進行概念化。以決策為導向的研究總是為了決策者的需要，在這種情況下，研究者不能自由地根據自己的意愿進行研究。

運籌學是以決策為導向的研究的一個例子，因為它是一種科學的方法，為執(zhí)行部門提供有關其控制下的運營決策的定量基礎。

研究的意義

“一切進步都源于探究。懷疑往往比過度自信好，因為它會導致探究，探究會導致發(fā)明”是著名的哈德遜格言，在這句格言中，研究的意義可以很好地理解。研究數量的增加使進步成為可能。研究灌輸科學和歸納思維，并促進思維和組織的邏輯習慣的發(fā)展。

研究為我們經濟體系中幾乎所有的政府政策提供了基礎。例如，政府的預算在一定程度上取決于對人民需求和愿望的分析，以及滿足這些需求的收入來源。需求成本必須等于可能的收入，這是最需要研究的領域。通過研究，我們可以制定替代政策，也可以研究每種替代方案的后果。

決策可能不是研究的一部分，但研究肯定會促進決策者的決策。政府還必須制定應對國家生存各個方面的計劃，其中大部分將與經濟狀況直接或間接相關。耕種者的困境、大小企業(yè)和工業(yè)的問題、工作條件、工會活動、分配問題，甚至國防服務的規(guī)模和性質，都是需要研究的問題。因此，有必要對國家資源的分配進行研究。政府中另一個有必要進行研究的領域是收集有關國家經濟和社會結構的信息。

這些信息表明經濟正在發(fā)生什么以及正在發(fā)生什么變化。收集此類統計信息絕非常規(guī)任務，但它涉及到各種研究問題。

如今，幾乎所有政府都有大量的研究技術人員或專家來從事這項工作。因此，在政府的背景下，研究作為經濟政策的工具有三個不同的運作階段，即。

通過不斷匯編事實調查經濟結構；

對正在發(fā)生的事件進行診斷，并分析其背后的力量；和

（iii）預測，即對未來發(fā)展的預測。

研究在解決商業(yè)和工業(yè)的各種運營和規(guī)劃問題方面具有特殊的意義。運營研究和市場研究以及動機研究被認為是至關重要的，它們的結果在多個方面有助于做出商業(yè)決策。市場研究是對市場結構和發(fā)展的調查，目的是制定有效的采購、生產和銷售政策。運籌學是指應用數學、邏輯和分析技術來解決成本最小化或利潤最大化的商業(yè)問題，或所謂的優(yōu)化問題。確定人們?yōu)槭裁磿@樣做的動機研究主要關注市場特征。所有這些都對企業(yè)和工業(yè)界負責做出商業(yè)決策的人有很大幫助。對需求和市場因素的研究在商業(yè)中有很大的用處。因此，研究用更合乎邏輯和科學的決策取代了直觀的商業(yè)決策。

斯巴魯：“調查先生”監(jiān)控客戶滿意度

市場研究可以在幫助斯巴魯了解消費者對其品牌的忠誠度方面發(fā)揮重要作用。它可以幫助他們了解市場中消費者的動機、看法和偏好。它還可以為他們提供忠實客戶的簡介。營銷研究的問題是確定客戶對汽車的偏好，并發(fā)現是什么東西在這些客戶中創(chuàng)造了忠誠度。更具體地說：

消費者對汽車的評價標準是什么？

消費者如何根據確定的標準來評價斯巴魯和競爭品牌？

忠于斯巴魯的客戶的人口統計和心理特征是什么？

斯巴魯的忠實擁護者與忠于其他品牌的消費者有哪些區(qū)別？

定性研究將有助于斯巴魯定義問題，并制定提高客戶忠誠度的方法。焦點小組和深度訪談將是最有用的技巧。由于可能會提出復雜的問題和各種各樣的問題，所以個人面試會有效果。在這三種個人方法中，商場攔截在成本和速度方面是最有效的。斯巴魯需要在營銷研究中解決生活方式/消遣（高速公路）和流行運動（足球）的差異。他們還需要考慮其他社會文化因素，如德國的環(huán)境友好性和研究方法。此外，還應考慮經濟/基礎設施因素、營銷環(huán)境、政府環(huán)境、法律環(huán)境以及信息和技術環(huán)境。關于普通公眾，倫理問題主要圍繞產生和報告研究結果的方法。研究人員和客戶共同負責確保研究結果得到準確傳播。特別是，市場研究人員和客戶都應注意避免不完整的報告、誤導性報告和有偏見的研究。營銷研究人員有責任保護受訪者免受不道德的研究行為的影響。有兩個問題值得特別關注：作為銷售產品的指南進行調查，以及侵犯被調查者的隱私。

考慮到所涉及的復雜性，圍繞研究人員與客戶關系的倫理問題有很多也就不足為奇了。從倫理角度來看，值得特別關注的領域包括：專業(yè)知識引起的職位濫用、不必要的研究和不合格的研究人員、身份披露、將數據視為非機密和誤導性的數據陳述。研究人員（或研究公司）也有權受到合乎道德的對待。客戶的道德待遇涉及幾個問題：不當征求建議書、披露專有技術和歪曲調查結果。

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