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Solutions for Basic Marketing Research, 10th Edition Brown (All Chapters included)
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Solutions for Basic Marketing Research, 10th Edition Brown (All Chapters included)
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Instructor Manual: Basic Marketing Research 10th Edition Tom J. Brown, Tracy A. Suter, Gilbertmm mm mm mm mm mm mm mm mm mm mm mm mm
A. Churchill
SOLUTION MANUAL FOR mm mm
Basic Marketing Research 10th Edition Tom J. Brown, Tracy A. Suter, Gilbert A. Churchill
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Chapter 1-20 mm
Chapter 1: The Role of Marketing Research
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TABLE OF CONTENTS MM MM
Purpose and Perspective of the Chapter............................................................................................... 2
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Chapter Objectives ..................................................................................................................................... 2
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Complete List of Chapter Activities and Assessments ........................................................................ 2
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Key Terms................................................................................................................................................... 2
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What's New in This Chapter .................................................................................................................. 3
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Chapter Outline .......................................................................................................................................... 3
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Review Questions ........................................................................................................................................ 6
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Additional Insights and Activities ........................................................................................................... 7
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© 2024 Cengage Learning, Inc. All Rights Reserved. May not be scanned, copied or duplicated,
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or posted to a publicly accessible website, in whole or in part.
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, Instructor Manual: Chapter 1: The Role of Marketing
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Research
PURPOSE AND PERSPECTIVE OF THE CHAPTER MM MM MM MM MM
The purpose of this chapter is to introduce marketing research as a much broader and more
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common activity than many people realize. In this chapter, we begin with the definition of
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marketing research before moving on to discuss the different types of firms that conduct
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marketing research. The variety of firms conducting research leads naturally into a brief
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introduction of the jobs in marketing research and the skills needed. The chapter concludes with
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the reasons anyone can benefit from a better understanding of marketing research.
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CHAPTER OBJECTIVES MM
The following objectives are addressed in this
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mm chapter: 1-1 mm Define marketing research.mm mm
1-2 Discuss different kinds of firms that conduct marketing
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mm research. 1-3 List at least three different types of jobs in
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mm marketing research. mm
1-4 List three reasons for studying marketing research.
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COMPLETE LIST OF CHAPTER ACTIVITIES AND ASSESSMENTS MM MM MM MM MM MM
The following table organizes activities and assessments by objective, so that you can see how
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all this content relates to objectives and make decisions about which content you would like to
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emphasize in your class based on your objectives. For additional guidance, refer to the Teaching
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Online Guide.
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Chapter PPT slide mm Activity/Assessment Duration
Objective
1-1 PPT mm slide 9 mm Knowledge Check 1.1 mm mm < 5 min
mm mm
1-2 PPT mm slides 13–14 mm Discussion Activity mm 10–20 min mm
1-3 PPT mm slide 18 mm Group Activity mm 15–30 min mm
1-4 PPT mm slide 21 mm Polling Activity mm 5–10 min mm
1-1–1-4 PPT mm slide 22 mm Self-Assessment 10–20 min mm
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KEY TERMS MM
Marketing research The process of gathering and interpreting data for use in developing,
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implementing, and monitoring the firm’s marketing plans.
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[return to top] mm mm
© 2024 Cengage Learning, Inc. All Rights Reserved. May not be scanned, copied or duplicated,
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or posted to a publicly accessible website, in whole or in part.
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, Instructor Manual: Chapter 1: The Role of Marketing
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Research
WHAT'S NEW IN THIS CHAPTER MM MM MM MM
The following elements are improvements in this chapter from the previous edition:
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Several new examples to illustrate the role of marketing research include
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Rovio Entertainment, Starbucks, and the LEGO Group.
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Data in Exhibit 1.3 reflects recent revenue figures for largest U.S. marketing research firms.
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Research Window 1.2 has been updated with more recent compensation figures.
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CHAPTER OUTLINE MM
The following outline organizes activities (including any existing discussion questions in
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PowerPoints or other supplements) and assessments by chapter (and therefore by topic), so that
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you can see how all the content relates to the topics covered in the text.
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1-1. The Problem: Marketers Need Information (1-1, PPT Slides 4–9)
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a. Different companies need different kinds of information.mm mm mm mm mm mm
Information can be gathered in diverse ways. mm mm mm mm mm mm
The goal of marketing is to create exchanges with customers that
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satisfy the needs of both customers and marketers.
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b. Key elements of marketing managers’ focus:
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The product or service mm mm mm
Price
Placement or channels of distribution mm mm mm mm
Promotion
Tangible elements at point of contact mm mm mm mm mm
Processes and people involved mm mm mm
c. Not all factors in the marketing environment are under a marketer’s control.
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Exhibit 1.1: The Environments Affecting Marketing mm mm mm mm mm
d. Marketing research is the process of gathering and interpreting data for
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use in developing, implementing, and monitoring the firm’s marketing
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plans. mm
e. Phases of the information management process:mm mm mm mm mm
Specifying what information is needed mm mm mm mm
Gathering relevant data from internal and external sources mm mm mm mm mm mm mm
Analyzing and interpreting data mm mm mm
Communicating results to decision makers mm mm mm mm
f. Another way to look at marketing is to consider how management uses the information:
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For planning mm
For problem solving mm mm
For control mm
Exhibit 1.2: Examples of Questions Marketing Research Can Help Answer mm mm mm mm mm mm mm mm mm
g. Knowledge Check 1.1: < 5 minutes total. (PPT Slide 9) mm mm mm mm mm mm mm mm mm
Of the following, which provides the best definition of marketing research?
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© 2024 Cengage Learning, Inc. All Rights Reserved. May not be scanned, copied or duplicated,
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or posted to a publicly accessible website, in whole or in part.
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, Instructor Manual: Chapter 1: The Role of Marketing
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Research
(a) Creating exchanges with customers that satisfy the needs of both
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customers and marketers
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(b) Specifying what information is needed, gathering relevant data,
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and communicating results to decision makers
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(c) Gathering and interpreting data for use in developing and implementing a
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firm’s marketing plans
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(d) Working behind the scenes to determine market segments and then
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taking marketing action
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Answer: c—Marketing managers have an urgent need for information—and
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marketing research is responsible for providing it. Marketing research is the
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firm’s formal communication link with the environment, which often
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contains factors not under an organization’s control.
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1-2. Who Does Marketing Research? (1-2, PPT Slides 10–14)
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a. In 1879, advertising agency N. W. Ayers & Sons formalized the practice of
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marketing research by constructing a crude market survey of states’ and
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counties’ expected grain production.
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b. Three major categories of firms conduct marketing research:
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Producers of products and services mm mm mm mm
Advertising agencies mm
Marketing research companies mm mm
1-2a. Companies That Produce or Sell Products and Services
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a. When firms could no longer sell all they could produce, they used marketing
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research to better gauge market needs and produce accordingly.
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b. Marketing research departments are common among industrial and
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consumer manufacturing companies.
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c. Publishers and broadcasters construct demographic profile data in order
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to sell advertising space/time.
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d. Financial institutions’ research includes forecasting, measuring market potential,
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market and sales analyses, and so on.
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1-2b. Advertising Agencies
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a. Much agency research gauges consumer brand awareness and related
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advertising campaigns.
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b. They attempt to better understand consumer interest and behavior.
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1-2 c. Marketing Research Companies
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a. U.S. marketing research is a $47.1 billion industry.
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b. Some firms are large, with global reach (see Exhibit 1.3: The 10 Largest
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Marketing Research Firms in the United States), and may provide:
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Standardized or syndicated research. mm mm mm
Information regularly collected and then sold to clients.
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Custom-designed research. mm
c. Other organizations that provide or conduct marketing research include
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government agencies, trade associations, and universities.
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d. Discussion Activity: 10–20 minutes total. (PPT Slides 13–14)
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© 2024 Cengage Learning, Inc. All Rights Reserved. May not be scanned, copied or duplicated,
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or posted to a publicly accessible website, in whole or in part.
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