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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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  • January 16, 2025
  • 253
  • 2024/2025
  • Exam (elaborations)
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Instructor Manual: Basic Marketing Research 10th Edition Tom J. Brown, Tracy A. Suter, Gilbert
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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
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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




[return to top] mm mm




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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2
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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[return to top] mm mm




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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3
or posted to a publicly accessible website, in whole or in part.
mm mm mm mm m m mm mm mm mm mm mm mm

, 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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4
or posted to a publicly accessible website, in whole or in part.
mm mm mm mm m m mm mm mm mm mm mm mm

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