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Instructor‘s Manual forMarketing Research:
An Applied Orientation
Naresh K. Malhotra
Marketing Research:
An Applied Orientation
Seventh Edition
Naresh K. Malhotra
New York, NY
,
,Part I: Introduction and Early Phases of Marketing
Research
Chapter 1
INTRODUCTION TO MARKETING RESEARCH
FIGURES AND TABLES
Figures
Figure 1.1 A Classification of Marketing Research
Figure 1.2 The Role of Marketing Research
Figure 1.3 Marketing Research Suppliers and Services
Tables
Table 1.1 Problem Solving Research
Table 1.2 Top 25 Global. Market Research Firms
Table 1.3 An Overview of Ethical Issues in the Marketing and Research Process
CHAPTER OBJECTIVES
1.1. Define marketing research and distinguish between problem identification and problem-
solving research.
1.2. Describe a framework for conducting marketing research as well as the six steps of the
marketing research process.
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,1.3. Understand the nature and scope of marketing research and its role in designing and
implementing successful marketing programs.
1.4. Explain how the decision to conduct marketing research is made.
1.5. Discuss the marketing research industry and types and roles of research suppliers,
including internal and external, full-service, and limited-service suppliers.
1.6. Describe careers available in marketing research and the backgrounds and skills needed
to succeed in them.
1.7. Acquire an appreciation of the international dimension and the complexity involved in
international marketing research.
1.8. Describe the use of social media as a domain to conduct marketing research.
1.9. Discuss the developing field of mobile marketing research and its advantages and
disadvantages
1.10. Gain an understanding of the ethical aspects of marketing research and the
responsibilities each of the marketing research stakeholders have to themselves, each
other, and the research project.
AUTHOR‘S NOTES: CHAPTER FOCUS
This introductory chapter provides an overview of the nature and scope of marketing research.
A definition and classification of marketing research is provided. An overview of the marketing
research process is presented. Marketing research suppliers, services and careers in marketing
research are covered. International marketing research is introduced and ethical considerations
are discussed. We also explain how the Internet and computers can be used to facilitate the
marketing research process
While similar in many ways to the material in competing texts, this chapter is different in that it
presents a classification of marketing research (Figure 1.1). The classification of marketing
research suppliers and services is also unique (Figure 1.3).
This chapter could be taught by focusing on the chapter objectives, sequentially. Relatively
greater emphasis could be placed on the types and roles of research suppliers (Chapter
Objective 5), international marketing research (Chapter Objective 7), marketing research and
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,social media (Chapter Objective 8), mobile marketing research (Chapter Objective 9) and ethical
behavior (Chapter Objective 10). Graduate students should be encouraged to try software such as
the programs described in the book, or any similar programs, in the computer lab during non-
class hours.
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,CHAPTER OUTLINE
1. Objectives
2. Overview
3. Definition of Marketing Research
4. A Classification of Marketing Research
5. The Marketing Research Process
(i) Step 1: Problem Definition
(ii) Step 2: Development of an Approach to the Problem
(iii) Step 3: Research Design Formulation
(iv) Step 4: Fieldwork or Data Collection
(v) Step 5: Data Preparation and Analysis
(vi) Step 6: Report Preparation and Presentation
5. The Role of Marketing Research in Marketing Decision Making
6. Marketing Research and Competitive Intelligence
7. The Decision to Conduct Marketing Research
8. The Marketing Research Industry
9. Selecting a Research Supplier
10. Careers in Marketing Research
11. The Role of Marketing Research in MIS and DSS
12. The Department Store Patronage Project
13. International Marketing Research
14. Marketing Research and Social Media
15. Mobile Marketing Research
16. Ethics in Marketing Research
17. Summary
18. Key Terms and Concepts
19. Suggested Cases, Video Cases, and HBS Cases
20. Live Research: Conducting a Marketing Research Project
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,21. Acronyms
22. Exercises
23. Internet and Computer Exercises
24. Activities
TEACHING SUGGESTIONS
Chapter Objective 1
● Give a definition of marketing research and illustrate it with an example.
Define marketing research as the systematic and objective identification, collection,
analysis, and dissemination of information for the purpose of assisting management in
decision making related to the identification and solution of problems (and opportunities)
in marketing. We also list the AMA‘s definition of marketing research, which is worded
slightly differently from the definition offered in the text.
1. Identification: involves defining the marketing research problem (or
opportunity) and determining the information that is needed to address it.
2. Collection: data must be obtained from relevant sources.
3. Analysis: data are analyzed, interpreted, and inferences are drawn.
4. Dissemination of information: the findings, implications, and recommendations
are provided in a format that makes this information actionable and directly useful
as an input into decision making.
Any of the examples in the overview may be expanded on and used to illustrate the
components of the definition.
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,● Explain and illustrate the classifications of marketing research.
1. Problem identification research. The goal is to identify existing or potential
problems not apparent on the surface. Examples include market potential, market
share, market characteristics, sales analysis, short-range forecasting, long-range
forecasting, and business trends research.
2. Problem solution research. The goal is to solve specific marketing problems such
as segmentation, product, pricing promotion, and distribution research.
Figure 1.1 displays this classification scheme.
See Questions 3 and 4.
Chapter Objective 2
● Describe the rationale for the steps involved in the marketing research process.
Emphasize the importance of these steps since the entire research project will be
conducted within this framework. Each step will be discussed more fully throughout
the course and this is simply an introduction to the general research process.
1. Problem definition: defining the marketing research problem to be addressed is
the most important step because all other steps will be based on this definition.
2. Developing an approach to the problem: development of a broad specification
of how the problem will be addressed allows the researcher to break the problem
into salient issues and manageable pieces.
3. Research design formulation: a framework for conducting the marketing
research project that specifies the procedures necessary for obtaining the required
information. It details the statistical methodology needed to solve the problem and
thus the data requirements needed from data collection.
4. Fieldwork or data collection: a field force (personal interviewing, phone, mail,
or electronic surveys) gathers project data. While seemingly trivial in nature, to
obtain meaningful results field workers must be accurate and thorough in data
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, collection.
5. Data preparation and analysis: the editing, coding, transcription, and
verification of data allow researchers to derive meaning from the data.
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, 6. Report preparation and presentation: the findings are communicated to the
client. The report should address the specific research questions identified in
the problem definition, describe the approach, the research design, data collection
and the data analysis procedures adopted, and present the results and the major
findings.
See Question 14.
Chapter Objective 3
● Describe the nature of marketing research and illustrate its components with examples.
Emphasize that marketing research provides the information for decision makers at each
step of the marketing decision process. It is the goal of marketing research to provide
relevant, accurate, reliable, valid, and current information to management in order to
facilitate managerial decisions. Each of these characteristics can be defined for students
as:
o Information that is relevant and addresses the problem or issue being investigated.
o Information that is accurate, correct, and precise.
o Information that is reliable and originates from competent, trustworthy sources.
o Information that is valid and applicable to the problem at hand.
o Information that is current, timely and up-to-date for both the industry and issue
under consideration.
See Questions 1 and 2.
Chapter Objective 4
● Discuss the decision to conduct marketing research.
The decision should be guided by a number of considerations including the costs versus
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