Marketing Research Program

Business In the business world, psychology is applied in the workplace and in the marketplace. Industrial-organizational (I-O) psychology focuses on human behavior in the workplace and other organizations. I-O psychologists conduct research, teach in business schools or universities, and work in private industry. Many I-O psychologists study the factors that influence worker motivation, satisfaction, and productivity. Others study the personal traits and situations that foster great leadership. Still others focus on the processes of personnel selection, training, and evaluation. Studies have shown, for example, that face-to-face interviews sometimes result in poor hiring decisions and may be biased by the applicant’s gender, race, and physical attractiveness. Studies have also shown that certain standardized tests can help to predict on-the-job performance. See Industrial-Organizational Psychology. Research Program Marketing research is a pivotal part of the marketing process. By referring to studies of prospective buyers’ needs, wants, and tastes, providers of goods and services can tailor their marketing programs. The results of marketing studies suggest to sellers not only what they should sell or provide but also where to offer particular goods and services, how to advertise them, and how to set prices.