Subject: Business to Business Marketing

Subject Code: B Paper: B to B marketing Specific Instructions:

Answer all the questions. Marks allotted 100. Each Question carries equal arks.

!ord li it is "#0$%00 words

General Instructions:
&he Student should sub it this assign ent in the handwritten 'or (not in the t)*ed 'or at+ de*t

&he Student should sub it this assign ent within the ti e s*eci'ied b) the e,a Each Question

entioned in this assign ent should be answered within the word li it s*eci'ied

&he student should onl) use the -ule sheet *a*ers 'or answering the questions. &he student should attach this assign ent *a*er with the answered *a*ers.

Question 1 A anu'acturer o' *ortable electronic gadget has been su**l)ing to business arkets 'or the last an) )ears success'ull). .e e,*ects that the *roduct can beco e *o*ular in consu er arket as well. .ow )ou will/ as his ad0isor 'or arketing the *roducts/ ake hi understand the arket under the 'ollowing *ara eters1 a. Co *etition and nature o' de and Answer Strong and growing do estic de and 'or aeros*ace and auto oti0e electronics. o 2ncreasing de and 'or teleco obile *hones/ edical/ consu er/

in'rastructure equi* ent

o .ighl) talented work'orce/ es*eciall) 'or design and engineering ser0ices with good co unication skills. o 2n'lation and rising costs o' doing business in China. o 3resence o' global EMS in 2ndia. ajors and their *lans 'or increased in0est ents

Subject: Business to Business Marketing

o More outsourcing o' anu'acturing b) both 2ndian and global 4EMs that are increasingl) 'ocusing on -56 and other core co *etencies. b. Bu)er beha0ior &he *ast decade has been re arkable 'or the 2ndian electronics industr) 'ro a consu *tion *ers*ecti0e: 17 illion obile *hones in "00% to 18" illion units in "0101 shi* ent o' % illion 3Cs in "00% to o0er 7." illion in "0101 'ro a non$e,istent arket in "00% to a ra*idl) growing 9C6 &: arket that witnessed sales o' %.# illion units in "010. &he tre endous growth in all seg ents o' electronics has gi0en the industr) a ke) *osition on the global a*. &he 2ndian electronics industr) has been growing at a CA;- o' o0er "# *ercent in the *ast # )ears and the ajor reasons that can be attributed to this growth are: ;63 growth rates in e,cess o' 7 and < *ercent. -e0i0al o' the global econo ) 'ollowing the "000$01 dotco A ra*idl) e,*anding bubble burst.

iddle class with increasing dis*osable inco e. obile that

Continual decline in *rices o' ost the electronics goods(a ca era cost o0er -s.1#/000 'i0e )ears ago is a0ailable 'or = -s. #/000 toda)+.

3resence/ e,*ansion and>or entr) o' all ajor Electronic 4EMs and su**liers into the countr) creating greater 0isibilit) 'or brands and *roducts. Stead) increase in e,*orts. E,e *tion o' custo dut) on "18 *roducts that co e under the 2&A$1 ite s.

c. 6ecision

aking

1. 9ow Cost Attraction ? ;loball) 2ndia has and is gaining recognition as one o' the best low cost destinations 'or anu'acturing. 2n recent )ears/ with costs rising in neighboring China/ 2ndia has been able to 'urther its recognition on the cost 'ront. &he hourl) co *ensation 'or 2ndian workers e *lo)ed in an electronics anu'acturing 'actor) stands below @0.# e0en now. 2n co *arison/ the hourl) co *ensation 'or a AS worker is between @"0 and @"". E0en Me,ico/ one o' the earl) *ro*onents o' the EMS industr)/ *ales in co *arison to 2ndia at @% *er hour.

Subject: Business to Business Marketing

". S*ecial Econo ic Bones (SEB+ ? 2ndia was the 'irst Asian econo ) to set u* an e,*ort *rocessing Cone (called SEB in later )ears+ wa) back in 1<D#. &he 10th and 11th Ei0e Fear 3lans are incenti0iCing the creation o' ore o' electronics hardware SEBs in the countr). %. 9ocal Consu *tion :olu es ? Being the worldGs second ost *o*ulated countr) and one with a growing econo )/ 2ndia has been and continues to re ain one o' the largest consu ers o' electronics *roducts. &he high do estic consu *tion 0olu es ake it an attracti0e destination 'or electronics anu'acturing ser0ices. 40er D0 *ercent o' 2ndiaGs *o*ulation is in the age band o' 1#$H0 )ears1 this along with the rising le0els o' dis*osable inco e is creating a huge consu *tion arket in the countr).

d. 6istribution channels

DISTRIBUTIO S!ST"#

Subject: Business to Business Marketing

Plant Plant Indenting Indenting

Primary Primary Sale Sale

Distributor Distributor

Market Market // Retailers Retailers

Secondary Secondary Sale Sale

Consumer Consumer
As with online trading/ it a**ears ine0itable that alternati0e electronic distribution will gain ground in a 0ariet) o' categories. So e/ like air tra0el and e$ticketing/ alread) ha0e seen signi'icant i *act 'ro electronic b)*ass1 others/ like grocer) retailing/ will take uch/ uch longer. !hile Cle onsI initial studies were drawn 'ro alternati0e electronic distribution/ or to the contrasting air tra0el with grocer) o0e to ost usic

distribution/ Jthe *rinci*les a**l) equall) well to insurance agencies considering a

anu'acturers o' consu er durables like digital

ca eras that are considering direct distribution 0ia the 2nternet/J he sa)s. .is grou*I s recent studies ha0e e,a ined the electronic distribution o' *urel) digital goods/ such as gains+ and to* re*orters ('ar e. 3ro otions
Branding

and news stories/ and considered the change in strength o' to* recording artists (considerable ore li ited+.

Subject: Business to Business Marketing

Branding is one of the most important marketing strategies a small business can implement. The brand message is the promise made by the company to the consumer. Decide what makes your products or services better than the competition. Your advantage might be price, quality, location and convenience--anything that would make the consumer gravitate to your products over the competitors. Then use proprietary colors, typeface, layouts, logos and taglines to identify your business in the mind of the consumer. onsistency is the key when developing a company brand. Direct Mail

These days direct mail can also include direct email. The key to a successful direct mail strategy for any business, small or large, is targeting the audience. It is counter productive to mail a postcard offering cigars to young women with babies. You can do your own research, or purchase mailing lists to compile a targeted list of potential consumers. The list might be broken down by geographic area, interests or demographics like age, gender or income. Social etworking

!esides putting up a website, small businesses can put popular social networking sites to work as a marketing strategy. "ebsites like Twitter and #acebook can be invaluable for describing e$isting products, introducing new products, offering promotions and announcing sales. YouTube, the video website, can be effective for companies with a product that re%uires a demonstration or for a manufacturing plant tour.

&lectronic !arcode Technology &lectronic barcode technology like Microsoft Tag is becoming more and more popular as a marketing strategy for small business. ' logo type graphic of appro$imately ()inch s%uare is placed on a business card, poster or any other printed piece. The consumer can then use a phone application to *read* the Tag. Your website or other online information then opens up for the consumer.

Subject: Business to Business Marketing

+,- marks.

Question $ E,*lain with suitable e,a *les the new *roduct de0elo* ent *rocess. .ow does the 'ir i' the new *roduct de0elo* ent shall be sequential or concurrentK Answer decide

2n order to signi') the di''erences between the traditional a**roach o' sequential engineering and the odern concurrent engineering a**roach/ 2 will si ulate the release o' an aircra't co *onent onto the arket/ and e,*lain in detail the *rocess. 2 will *oint out di''erences between the ethods as 2 go along. &raditionall)/ *roducts were designed and anu'actured 'ollowing the sequential engineering ethods/ where *eo*le 'ro di''erent de*art ents work one a'ter the other on successi0e *hases o' de0elo* ent. &his ethod o' *roduction is in a linear 'or at. &he di''erent ste*s are done one a'ter another/ with all attention and resources 'ocused on that one task. A'ter it is co *leted it is le't alone and e0er)thing is concentrated on the ne,t task. &he *roduct is 'irst co *letel) de'ined b) the engineering design de*art ent/ and then the anu'acturing de*art ent take o0er and de'ine the anu'acturing *rocess/ etc. &his was a length) *rocess/ and o'ten led to a lot o' design changes as the *rotot)*e testing began/ due to *roduction *roble s/ dela)s or design 'laws. &his is there'ore a slow and costl) a**roach/ o'ten leading to a low$qualit) and less co *etiti0e *roduct. Concurrent Engineering/ so eti es called Si ultaneous Engineering or 2ntegrated 3roduct 6e0elo* ent (236+/ can be de'ined as a s)ste atic a**roach to the integrated/ concurrent design o' *roducts and their related *rocesses/ including anu'acture and su**ort. &his a**roach is intended to cause the de0elo*ers/ 'ro the outset/ to consider all ele ents o' the *roduct li'e c)cle 'ro conce*tion through dis*osal/ including qualit)/ cost/ schedule/ and user require ents. &his results in the *roduct de0elo* ent tea clearl) understanding what the *roduct requires in ter s o' ission *er'or ance/ en0iron ental conditions during o*eration/ budget/ and scheduling. 2n this ethod/ se0eral tea s within an organiCation work si ultaneousl) to de0elo* new *roducts and ser0ices andthis there'ore allows a ore strea lined a**roach. 6ecision aking in0ol0es 'ull tea *artici*ation and in0ol0e ent. &he tea o'ten consists o' *roduct design engineers/ anu'acturing engineers/ arketing *ersonnel/ *urchasing/ 'inance/ and

Subject: Business to Business Marketing

su**liers/ and the role o' the leader is to su**l) the basic 'oundation and su**ort 'or change/ rather than to tell the other tea e bers what to do. 2n concurrent engineering/ di''erent tasks are tackled at the sa e ti e/ and not necessaril) in the usual order. &his eans that in'o 'ound out later in the *rocess can be added to earlier *arts/ i *ro0ing the / and also sa0ing a lot o' ti e. E,a *les 'ro co *anies using Concurrent Engineering techniques show signi'icant increases in o0erall qualit)/ %0$H0L reduction in *roject ti es and costs/ and D0$70L reductions in design changes a'ter release.

B" "%ITS & 'D(' T'G"S of concurrent

Concurrent engineering *ro0ides an) bene'its o0er sequential engineering/ including lower anu'acturing and *roduction costs/ i *ro0ed qualit) o' resulting end *roducts and increased accurac) in *redicting and eeting *roject *lans/ schedules/ ti elines/ and budgets. Because the ultidisci*linar) tea s working together earl) in the *rocess can ake in'or ed decisions about cost/ qualit)/ *rocess and *roduct issues/ trade$o''s can be ade between design 'eatures/ *art anu'acturabilit)/ asse bl) require ents/ aterial needs/ reliabilit) issues/ ser0iceabilit) require ents/ and cost and ti e constraints. An) di''erences are usuall) reconciled earl) in the design *rocess/ leading to increased e''icienc) and *er'or ance/ higher reliabilit) in the *roduct de0elo* ent *rocess/ reduced de'ect rate and ulti atel) a 'aster ti e to arket which results in increased arket share. &his also eans 'aster reaction ti es in res*onding to the ra*idl) changing arket/ which in turn 'osters increased custo er satis'action and a higher return on in0est ents due to the reduced labour and resource require ents/ i *ro0ed in0entor) control and scheduling. 2 *ro0ed co unication between indi0iduals and de*art ents within the 'ir also encourages cohesi0eness/ and a ore *leasant working en0iron ent/ which in turn can *ositi0el) a''ect *roducti0it) o' the work'orce.

)$* marks+ Question , 6iscuss in details the seg entation *rocess o' 2ndustrial arkets. )$* marks+

Answer

2ndustrial arketers can hardl) be bla ed 'or 'eeling that seg entation is 0er) di''icult 'or the . Mot onl) has little been written on the subject as it a''ects industrial arkets/ but such anal)sis is also ore co *le, than 'or consu er arkets. &he *roble is to identi') the best 0ariables 'or seg enting industrial arkets. &he authors *resent here a NnestedO a**roach to industrial arket seg entation. Se*arated according to the a ount o' in0estigation required to identi') and

Subject: Business to Business Marketing

e0aluate di''erent criteria/ the la)ers are arranged to begin with de ogra*hics as the area easiest to assess. &hen co e increasingl) co *le, criteria/ including co *an) 0ariables/ situational 'actors/ and *ersonal characteristics. &he authors warn/ howe0er/ that a nested a**roach cannot be a**lied in cookbook 'ashion but rather ust be ada*ted to indi0idual situations and circu stances. As di''icult as seg enting consu er arkets is/ it is uch si *ler and easier than seg enting industrial arkets. 4'ten the sa e industrial *roducts ha0e ulti*le a**lications1 likewise/ se0eral di''erent *roducts can be used in the sa e a**lication. Custo ers di''er greatl)/ and it is hard to discern which di''erences are i *ortant and which are tri0ial 'or de0elo*ing a arketing strateg). 9ittle research has been done on industrial arket seg entation. Mone o' the ten articles in the Pournal o' Marketing -esearchGs s*ecial August 1<87 section/ NMarket Seg entation -esearch/O 'or instance/ dealt with industrial arket seg entation in ore than a *assing anner. 4ur research indicates that ost industrial arketers use seg entation as a wa) to e,*lain results rather than as a wa) to *lan. 2n 'act/ industrial seg entation can assist co *anies in se0eral areas:

Anal)sis o' the arketQbetter understanding o' the total wh) custo ers bu). Selection o' ke) ca*abilities. arketsQrational choice o'

arket*lace/ including how and

arket seg ents that best 'it the co *an)Gs

Manage ent o' arketingQthe de0elo* ent o' strategies/ *lans/ and *rogra s to *ro'itabl) eet the needs o' di''erent arket seg ents and to gi0e the co *an) a distinct co *etiti0e ad0antage.

2n this article/ we integrate and build on *re0ious sche es 'or seg enting industrial arkets and o''er a new a**roach that enables not onl) the si *le grou*ing o' custo ers and *ros*ects/ but also the ore co *le, grou*ing o' *urchase situations/ e0ents/ and *ersonalities. 2t thus ser0es as an i *ortant new anal)tical tool. Consider the dile a o' one skilled and able industrial arketer who obser0ed recentl): N2 canGt see an) basis on which to seg ent ) arket. !e ha0e 1#L o' the arket 'or our t)*e o' *lastics 'abrication equi* ent. &here are 11 co *etitors who ser0e a large and di0erse set o' custo ers/ but there is no uni')ing the e to our custo er set or to an)one elseGs.O

Subject: Business to Business Marketing

Question 6iscuss the role o' Marketing -esearch 'or a co *an) dealing in 2ndustrial *roducts. .ow 2ndustrial Marketing -esearch *rocess di''ers 'ro consu er arketing researchK )$* marks+

'ns.er R Market -esearch: 6e'inition 6i''erences between Consu er and Business Markets Sco*e o' Marketing -esearch Market and Marketing -esearch A**lications o' Market -esearch 3rocess Case Stud) Ethical issues in Marketing -esearch 2ndustrial Market 2ntelligence S)ste . R %. !hat is Marketing research K &he objecti0e and s)ste atic *rocess o' obtaining/ anal)Cing and re*orting data 'or decision aking R H. 6i''erence between the consu er and industrial arketing Consu er Mo. o' consu er bu)ers large. E,*eri ental and obser0ational ethod are ore use'ul to collecting the *ri ar) data. 2ndustrial Mo. o' industrial Custo ers s all. Secondar) data are ore use'ul. &echnical 'actor is also i *ortant in 2ndustrial Marketing . R #. Sco*e o' Marketing -esearch: 6e0elo* ent o' arket *otential Market share anal)sis . Sales anal)sis Eorecasting Co *etitors Anal)sis Bench arking. Mew *roducts acce*tance and *otential Business trend studies Sales quota deter ination R D. Marketing -esearch and Market -esearch: IMarketI research is si *l) research into a s*eci'ic arket. 2t is a 0er) narrow conce*t. IMarketingI research is uch broader. 2t not onl) includes I arketI research/ but also areas such as research into new *roducts/ or odes o' distribution such as 0ia the 2nternet. R 8. A3392CA&24MS 4E MA-SE& -ESEA-C. 3ricing research 3roduct research Conce*t testing 3ositioning research Custo er satis'action research Branding research Brand equit) research Ad0ertising research Market seg entation Sales anal)sis R 7. &.E MA-SE&2M; -ESEA-C. 3-4CESS 2denti') the *roble >o**ortunit) and de'ine research objecti0es 6e0elo* the research design Collect the data (or in'or a$tion+ 3roces$s and anal)Ce the data 3resent the research 'indings R <. 6E:E943 &.E -ESEA-C. 6ES2;M>39AM 6EC2S24M A-EAS: 2ME4-MA&24M &F3E S4A-CES 4E 6A&A 3ri ar) 6ata Secondar) 6ata R 10. -ESEA-C. ME&.46S: 4bser0ational E,*lorator) 6escri*ti0e (or Sur0e)+ E,*eri ental SA-:EF -ESEA-C. ME&.46: Structured and direct wa) o' inter0iew Anstructured and direct 'or o' inter0iew Structured and indirect 'or o' inter0iew Anstructured and indirect ode o' inter0iew R 11. SAM392M; 39AM Sa *ling Anit Sa *le SiCe Sa *ling 3rocedure ME&.46S 4E C4M&AC&S Mail &ele*hone 3ersonal 2nter0iew R 1". 6A&A C499EC&24M ME&.46S Questionnaire Mechanical 6e0ices R 1%. C499EC&2M; &.E 6A&A 3-4CESS2M; AM6 AMA9FS2M; &.E 6A&A 3-ESEM&2M; &.E -ESEA-C. E2M62M;S>-E34-& R 1H. Microso't B"B Site Case Stud) B) Ale, Barnett 3ublished on Se*te ber 7/ "00H 2ntroduction 2n Eebruar) "00H/ Microso't AS launched Ad0isor/ an e,tranet targeted at business and technical decision akers in the id$ arket. &he end *roduct was the result o' o0er a )ear o' research/ *lanning/ design/ de0elo* ent and *ilot testing. A nu ber o' theories were 'loated

Subject: Business to Business Marketing

around as to wh) NCall MeO wasnGt getting the usage we antici*ated. So eone had the bright idea o' asking the custo ers. R 1#. Background 2n late "00"/ the Microso't AS online custo er relationshi* arketing tea was brie'ed b) the id$ arket audience arketing grou*. &he) shared the results o' research undertaken to understand how our custo er engage ent odel was eeting the needs o' the custo er. 2n short/ the brie' indicated that there was a lot o' roo 'or i *ro0e ent/ es*eciall) in the online s*ace. &he research showed that ha0ing an online relationshi* with Microso't was a to*$three *riorit) 'or our id$ arket custo ers. And/ criticall)/ the wa) Microso't engages its custo ers and the qualit) o' its *roducts were the ajor dri0ers o' custo er satis'action. &he e0idence *ointed to a si *le solutionQde0elo* our online o''ering to co *le ent our o''line o''erings as *art o' an i *ro0ed C-M *rogra to i *ro0e custo er satis'action le0els. R 1D. 3rocess: !e agreed on a *lan and a *rocess we would work with/ *utting *articular 'ocus on: Anderstanding what our custo ers needed 'ro us and how we could eet those needs online. 6e0elo*ing a 0alue *ro*osition and testing it with the target audience. Making design decisions based on continuous custo er 'eedback. 2ncor*orating a *ilot *hase to understand in de*th how and i' the o''ering was eeting custo er needs. &he internal custo er agreed that we should take ti e to de0elo* a great *roduct. -ushing this t)*e o' *roject due to internall) created deadlines was not going to achie0e the custo erGs strategic objecti0es. So o'' to work we went. -esearch: A research *roject was co issioned to deter ine s*eci'icall) what this online o''ering should co *rise. &here were a nu ber o' high$le0el require ents that e erged. Custo ers stated the 'ollowing needs: 3ro0ide a *ersonaliCed e,*erience: N&reat e as i' )ou know who 2 a (in the conte,t o' the co *an) 2 work 'or+ and account 'or what Microso't *roducts weG0e alread) bought and installed/ which *roducts weGre thinking o' bu)ing/ which 0ertical seg ent weGre in and our attitude toward 2&.O 3ro0ide a rele0ant e,*erience: NMake it eas) 'or e to access all in'or ation and ser0ices 2 need to do business with Microso't.O 3ro0ide a *roacti0e e,*erience: N&ell e when there is so ething )ouGre doing that is rele0ant to e.O 3ro0ide an educational e,*erience: NShow e how )our *roducts can ake our co *an) better/ how to get the ost out o' )our *roducts/ wh) 2& atters and what the Microso't *roduct road a* looks like in detail.O 3ro0ide a su**orti0e e,*erience: NMake it eas) 'or us to contact )ou about our s*eci'ic needs and *ut us in touch with the right *artners at the right ti e.O R 18. 6esign !ith our !eb agenc)/ ASQA/ we anal)Ced the 'eedback. 2nitiall)/ the brie' to the agenc) was to de0elo* ideas based on the 'eedback and our objecti0es. &he) ca e back to us with strong conce*ts/ including *ro*osed na es (we tested an) and custo ers told us that Ad0isor was the ost eaning'ul+/ in'or ation architectures/ screenshots/ design/ la)outs and a *ort'olio o' *otential ser0ices and content we could *ro0ide. !e then set u* 'ocus grou*s and tested ideas with the target audience. 2t was great to learn there were so e clear killer a**s e erging 'ro within the 0arious ser0ices we *ro*osed. &he NCall MeO 'eature and the abilit) to anage co *an) *ro'ile details were *o*ular. !e had so e sur*rises too: So e ser0ices we had assu ed would be 0aluable were rejected as low *riorit) or gi ick). Sa0ed searches/ *ersonaliCed book arks and 'oru s were dro**ed like rocks. !e also learned that interacti0e ser0ices/ as o**osed to 0olu es o' 'lat content/ was what the custo ers were reall) a'ter. &his was 0aluable 'eedback. !e had been heading in a content$hea0) direction and our custo ers *ulled us back and steered us toward a ore 'unction$'ocused *ath. &his stage o' the *rocess was ke) to getting Ad0isor right. 2t dro0e our *riorities and ga0e us con'idence that what we were de0elo*ing was so ething our custo ers reall) needed and wanted/ not just what we assu ed the) needed.

Subject: Business to Business Marketing

R 17. 3ilot 3hase !e *iloted the site with o0er "00 custo ers/ allowing us to learn about all the areas we needed to 'ocus on *rior to the 'ull launch. !e wanted to 'ull) test a range o' de*endencies and o*erational *rocesses/ including recruit ent *rocesses/ arketing co unications/ back$end o''line su**ort/ ser0ice le0el agree ents/ issue escalation and resolution and so on. 2tGs a good thing we didQwe had alread) done a great deal o' work in this regard/ but realiCed we needed to re$engineer so e other o''line *rocess i' we were to go into 'ull launch without causing a)he . &his *eriod allowed us to test these *rocesses under real$ world conditions. A nu ber o' theories were 'loated around as to wh) NCall MeO wasnGt getting the usage we antici*ated. So eone had the bright idea o' asking the custo ers. &he answer ca e back loud and clearQcusto ers werenGt quite sure what constituted a reasonable reason to request a call. &he) knew that NCall MeO was not intended to re*lace e,isting su**ort contracts (this was ade clear in the co*)+ and were concerned about wasting our ti e with tri0ial queries. !hen we dug 'urther/ these Ntri0ial queriesO turned out to be e,actl) the kind o' queries NCall MeO was designed to *ass on to our custo er ser0ices tea . Man) o' the queries were actuall) the beginnings o' decision$ aking *rocesses about *urchasing our *roducts. &he insights we gained around NCall MeO allowed us to re$e0aluate our arketing o' this s*eci'ic ser0ice within our co unications at the *ilot stage/ sa0ing us one) later on. &he results showed we had cracked the *roble Qwe e,*erienced a "#0L increase in the use o' NCall MeO in the 'irst week and the new le0els were sustained a'ter that. R 1<. &he -esults &he *ilot/ launched in August "00%/ also ai ed to hel* us understand how the site was eeting its original objecti0e o' *ro0iding an online e,*erience that would eet custo er needs as *art o' an o0erall C-M *rogra and there'ore li't custo er satis'action. All said/ the *ilot did 0er) well. !e carried out *re$ and *ost$use sur0e)s with the control grou* and the results were o0erwhel ingl) *ositi0e/ gi0ing us the con'idence to launch in the AS in Eebruar) "00H. Earl) signs are 0er) encouraging. 4ur work was closel) tracked and su**orted b) tea s in -ed ond. Ad0isor is rolling out in ;er an) and Erance later this )ear/ and globall) a'ter that. &he lessons we learned during Ad0isorGs de0elo* ent are now used across tea s and built u*on b) other *rojects. &hese lessons in user$centered design and our general a**roach can be a**lied to online *rojects large and s all1 in *articular/ that itGs ore i *ortant to get it right than deli0er earl). R "0. E&.2CA9 2SSAES 2M MA-SE&2M; -ESEA-C. R "1. MA&A-E AM6 C4M&EM& 4E E&.2CA9 2SSAES 2ssues in0ol0ing the treat ent o' 3artici*ants 3ur*ose should not be to sell erchandise Anon) it) ust be *rotected .idden ta*e recorders Eake long distance calls Eake research 'ir s -ight to sa'et) -ight to be in'or ed -ight to *ri0ac) -ight to choose. 2ssues in0ol0ing the &reat ent o' Clients Methods used and results should be accuratel) re*orted. Con'identialit) Anquali'ied researchers 3ro*rietar) in'or ation Annecessar) research 2ssues in0ol0ing the treat ent o' researchers Should not disse inate conclusions that are inconsistent with date. Should not solicit designs and deli0er to another 'or e,ecution. E,cessi0e requests -eneging on *ro ises. A0ailabilit) o' 'unds.