Article Analysis

Article: Zikmund & Babin (2013). Exploring Marketing Research. Cengage. Mason, OH.



The authors of the study Zikmund and Babin (2013) summarize a marketing research study that was conducted by Turow, Feldman, and Meltzer in 2005. After going through the available data and findings, the final project is an informal report which uses relevant literature and these findings as sources. As the topic of the study was communication safety of Americans on internet, the method used for the data collection was the survey research method.  The findings of this study is stated as “the majority of adults who use the internet do not know where to turn for help if their personal information is used illegally online or offline” (Turow et al. 2005). The concentrate of the study additionally recommends a financial exploitation of the Internet by retailers. Two basic inquiries were investigated: “What amount do Americans think about who is permitted to control data about them when they shop online and disconnected? Furthermore, what do they know and feel about those two rather cryptic exercises, behavioral focusing on and cost discrimination, that are progressively influencing American consumers when they are on or offline.

The population of the survey was American adults who were 18 years or older and those who used the internet in the past month either at home or at work or anywhere else. The interview has seven sections getting some information about various learning, exercises and experience of utilizing the web, furthermore a few demographics and foundation data. Field studies and PC helped phone meetings were utilized to gather reactions. Below is the graphical representation of the data produced using the characteristics for the populace taking into account sex, age, parental status and ability of utilizing the Internet.


Summary of the Findings

Dissimilar to their self-positioned ability, most web utilizing U.S. grown-ups don’t comprehend key laws and practices to profiling, behavioral focusing on and value separation. One in two respondents don’t comprehend that online shippers are permitted to impart data to “partners” without customer’s consent. One in two respondents likewise don’t realize what “phishing” is and why it is a fake. There is an absence of learning that online stores can charge an alternate cost of the same thing sold in disconnected stores. This is online value segregation. It is lawful for disconnected stores to do that, and 71% of respondents don’t have the foggiest idea about that. The information recommends that most respondents contradict value separation that is guided by behavioral focusing on. It proposes that individuals would be very furious on the off chance that they saw whether it was transpiring, yet don’t realize what to do about them. False commercial, estimating practices and shopper’s practices watching are not fancied by the buyers, but rather utilized vigorously by shippers. Purchasers are either not mindful of these exercises or not all around prepared to battle for their rights and insurance.

The examination recommends three approach activities as an aftereffect of such discoveries: 1) The Federal Trade Commission ought to oblige sites to drop the name Privacy Policy and supplant it with Using Your Information; 2) U.S. educational systems—from basic through secondary school—must create educational program that firmly incorporate buyer training and media proficiency and 3) The legislature ought to oblige retailers to uncover particularly what information they have gathered about individual clients and when and how they utilize those information to impact cooperation with them (Turow et al 2005).



Turow, J., Feldman, L., & Meltzer, K. (2005). Open to Exploitation: America’s Shoppers Online   and Offline. A Report from the Annenberg Public Policy Center of the University of        Pennsylvania.