Instructor jkManual: jkBasic jkMarketing jkResearch jk10th jkEdition jkTom jkJ. jkBrown, jkTracy jkA. jkSuter, jkGilbert jkA.
jkChurchill
SOLUTION MANUAL FOR jk jk
Basic Marketing Research 10th Edition Tom J. Brown, Tracy A. Suter, Gilbert A. Churchill
jk jk jk jk jk jk jk jk jk jk jk jk jk
Chapter 1-20 jk
Chapter 1: The Role of Marketing Research
jk jk jk jk jk jk
TABLE OF CONTENTS JK JK
Purpose and Perspective of the Chapter ............................................................................................. 2
jk jk jk jk jk
Chapter Objectives.................................................................................................................................. 2
jk
Complete List of Chapter Activities and Assessments ....................................................................... 2
jk jk jk jk jk jk
Key Terms ............................................................................................................................................... 2
jk
What's New in This Chapter................................................................................................................ 3
jk jk jk jk
Chapter Outline....................................................................................................................................... 3
jk
Review Questions .................................................................................................................................... 6
jk
Additional Insights and Activities ......................................................................................................... 7
jk jk jk
© jk2024 jkCengage jkLearning, jkInc. jkAll jkRights jkReserved. jkMay jknot jkbe jkscanned, jkcopied jkor jkduplicated,
1
jk or jkposted jk to jk a j k publicly jk accessible jkwebsite, jk in jkwhole jkor jk in jkpart.
, Instructor jkManual: jkChapter jk1: jkThe jkRole jkof jkMarketing
jkResearch
PURPOSE AND PERSPECTIVE OF THE CHAPTER JK JK JK JK JK
The purpose of this chapter is to introduce marketing research as a much broader and more
jk jk jk jk jk jk jk jk jk jk jk jk jk jk jk
common activity than many people realize. In this chapter, we begin with the definition of
jk jk jk jk jk jk jk jk jk jk jk jk jk jk jk
marketing research before moving on to discuss the different types of firms that conduct
jk jk jk jk jk jk jk jk jk jk jk jk jk jk
marketing research. The variety of firms conducting research leads naturally into a brief
jk jk jk jk jk jk jk jk jk jk jk jk jk
introduction of the jobs in marketing research and the skills needed. The chapter concludes with
jk jk jk jk jk jk jk jk jk jk jk jk jk jk jk
the reasons anyone can benefit from a better understanding of marketing research.
jk jk jk jk jk jk jk jk jk jk jk jk
CHAPTER OBJECTIVES JK
The following objectives are addressed in this
jk jk jk jk jk jk
jk chapter: 1-1 jk Define marketing research. jk jk
1-2 Discuss different kinds of firms that conduct marketing
jk jk jk jk jk jk jk
jk research. 1-3 jk List at least three different types of jobs in
jk jk jk jk jk jk jk jk
jk marketing research. jk
1-4 List three reasons for studying marketing research.
jk jk jk jk jk jk
COMPLETE LIST OF CHAPTER ACTIVITIES AND ASSESSMENTS JK JK JK JK JK JK
The following table organizes activities and assessments by objective, so that you can see how all
jk jk jk jk jk jk jk jk jk jk jk jk jk jk jk
this content relates to objectives and make decisions about which content you would like to
jk jk jk jk jk jk jk jk jk jk jk jk jk jk jk
emphasize in your class based on your objectives. For additional guidance, refer to the Teaching
jk jk jk jk jk jk jk jk jk jk jk jk jk jk jk
Online Guide.
jk jk
Chapter PPT slide jk Activity/Assessment Duration
Objective
1-1 PPT jk slide 9 jk Knowledge Check 1.1 jk jk < 5 min jk jk
1-2 PPT jk slides 13–14 jk Discussion Activity jk 10–20 min jk
1-3 PPT jk slide 18 jk Group Activity jk 15–30 min jk
1-4 PPT jk slide 21 jk Polling Activity jk 5–10 min jk
1-1–1-4 PPT jk slide 22 jk Self-Assessment 10–20 min jk
[return to top] jk jk
KEY TERMS JK
Marketing research The process of gathering and interpreting data for use in developing,
jk jk jk jk jk jk jk jk jk jk jk jk
implementing, and monitoring the firm’s marketing plans.
jk jk jk jk jk jk jk
[return to top] jk jk
© jk2024 jkCengage jkLearning, jkInc. jkAll jkRights jkReserved. jkMay jknot jkbe jkscanned, jkcopied jkor jkduplicated,
2
jk or jkposted jk to jk a j k publicly jk accessible jkwebsite, jk in jkwhole jkor jk in jkpart.
, Instructor jkManual: jkChapter jk1: jkThe jkRole jkof jkMarketing
jkResearch
WHAT'S NEW IN THIS CHAPTER JK JK JK JK
The following elements are improvements in this chapter from the previous edition:
jk jk jk jk jk jk jk jk jk jk jk
Several new examples to illustrate the role of marketing research include
jk jk jk jk jk jk jk jk jk jk
Rovio Entertainment, Starbucks, and the LEGO Group.
jk jk jk jk jk jk jk
Data in Exhibit 1.3 reflects recent revenue figures for largest U.S. marketing research firms.
jk jk jk jk jk jk jk jk jk jk jk jk jk
Research Window 1.2 has been updated with more recent compensation figures.
jk jk jk jk jk jk jk jk jk jk
[return to top] jk jk
CHAPTER OUTLINE JK
The following outline organizes activities (including any existing discussion questions in
jk jk jk jk jk jk jk jk jk jk
PowerPoints or other supplements) and assessments by chapter (and therefore by topic), so that
jk jk jk jk jk jk jk jk jk jk jk jk jk jk
you can see how all the content relates to the topics covered in the text.
jk jk jk jk jk jk jk jk jk jk jk jk jk jk jk
1-1. The Problem: Marketers Need Information (1-1, PPT Slides 4–9)
jk jk jk jk jk jk jk jk
a. Different companies need different kinds of information. jk jk jk jk jk jk
Information can be gathered in diverse ways. jk jk jk jk jk jk
The goal of marketing is to create exchanges with customers that jk jk jk jk jk jk jk jk jk jk
satisfy the needs of both customers and marketers. jk jk jk jk jk jk jk jk
b. Key elements of marketing managers’ focus:
jk jk jk jk jk
The product or service jk jk jk
Price
Placement or channels of distribution jk jk jk jk
Promotion
Tangible elements at point of contact jk jk jk jk jk
Processes and people involved jk jk jk
c. Not all factors in the marketing environment are under a marketer’s control.
jk jk jk jk jk jk jk jk jk jk jk
Exhibit 1.1: The Environments Affecting Marketing jk jk jk jk jk
d. Marketing research is the process of gathering and interpreting data for jk jk jk jk jk jk jk jk jk jk
use in developing, implementing, and monitoring the firm’s marketing
jk jk jk jk jk jk jk jk jk
plans. jk
e. Phases of the information management process: jk jk jk jk jk
Specifying what information is needed jk jk jk jk
Gathering relevant data from internal and external sources jk jk jk jk jk jk jk
Analyzing and interpreting data jk jk jk
Communicating results to decision makers jk jk jk jk
f. Another way to look at marketing is to consider how management uses the information:
jk jk jk jk jk jk jk jk jk jk jk jk jk
For planning jk
For problem solving jk jk
For control jk
Exhibit 1.2: Examples of Questions Marketing Research Can Help Answer jk jk jk jk jk jk jk jk jk
g. Knowledge Check 1.1: < 5 minutes total. (PPT Slide 9) jk jk jk jk jk jk jk jk jk
Of the following, which provides the best definition of marketing research?
jk jk jk jk jk jk jk jk jk jk
© jk2024 jkCengage jkLearning, jkInc. jkAll jkRights jkReserved. jkMay jknot jkbe jkscanned, jkcopied jkor jkduplicated,
3
jk or jkposted jk to jk a j k publicly jk accessible jkwebsite, jk in jkwhole jkor jk in jkpart.
, Instructor jkManual: jkChapter jk1: jkThe jkRole jkof jkMarketing
jkResearch
(a) Creating exchanges with customers that satisfy the needs of both customers
jk jk jk jk jk jk jk jk jk jk
and marketers
jk jk
(b) Specifying what information is needed, gathering relevant data, jk jk jk jk jk jk jk
and communicating results to decision makers
jk jk jk jk jk jk
(c) Gathering and interpreting data for use in developing and implementing a
jk jk jk jk jk jk jk jk jk jk
firm’s marketing plans
jk jk jk
(d) Working behind the scenes to determine market segments and then
jk jk jk jk jk jk jk jk jk
taking marketing action
jk jk jk
Answer: c—Marketing managers have an urgent need for information—and
jk jk jk jk jk jk jk jk
marketing research is responsible for providing it. Marketing research is the
jk jk jk jk jk jk jk jk jk jk jk
firm’s formal communication link with the environment, which often contains
jk jk jk jk jk jk jk jk jk jk
factors not under an organization’s control.
jk jk jk jk jk jk
1-2. Who Does Marketing Research? (1-2, PPT Slides 10–14)
jk jk jk jk jk jk jk
a. In 1879, advertising agency N. W. Ayers & Sons formalized the practice of
jk jk jk jk jk jk jk jk jk jk jk jk
marketing research by constructing a crude market survey of states’ and
jk jk jk jk jk jk jk jk jk jk jk
counties’ expected grain production.
jk jk jk jk
b. Three major categories of firms conduct marketing research:
jk jk jk jk jk jk jk
Producers of products and services jk jk jk jk
Advertising agencies jk
Marketing research companies jk jk
1-2a. Companies That Produce or Sell Products and Services
jk jk jk jk jk jk jk jk
a. When firms could no longer sell all they could produce, they used marketing
jk jk jk jk jk jk jk jk jk jk jk jk
research to better gauge market needs and produce accordingly.
jk jk jk jk jk jk jk jk jk
b. Marketing research departments are common among industrial and
jk jk jk jk jk jk jk
consumer manufacturing companies.
jk jk jk
c. Publishers and broadcasters construct demographic profile data in order to
jk jk jk jk jk jk jk jk jk
sell advertising space/time.
jk jk jk
d. Financial institutions’ research includes forecasting, measuring market potential,
jk jk jk jk jk jk jk
market and sales analyses, and so on.
jk jk jk jk jk jk jk
1-2b. Advertising Agencies
jk jk
a. Much agency research gauges consumer brand awareness and related
jk jk jk jk jk jk jk jk
advertising campaigns.
jk jk
b. They attempt to better understand consumer interest and behavior.
jk jk jk jk jk jk jk jk
1-2 c. Marketing Research Companies
jk jk jk
a. U.S. marketing research is a $47.1 billion industry.
jk jk jk jk jk jk jk
b. Some firms are large, with global reach (see Exhibit 1.3: The 10 Largest
jk jk jk jk jk jk jk jk jk jk jk jk
Marketing Research Firms in the United States), and may provide:
jk jk jk jk jk jk jk jk jk jk
Standardized or syndicated research. jk jk jk
Information regularly collected and then sold to clients. jk jk jk jk jk jk jk
Custom-designed research. jk
c. Other organizations that provide or conduct marketing research include
jk jk jk jk jk jk jk jk
government agencies, trade associations, and universities.
jk jk jk jk jk jk
d. Discussion Activity: 10–20 minutes total. (PPT Slides 13–14)
jk jk jk jk jk jk jk
© jk2024 jkCengage jkLearning, jkInc. jkAll jkRights jkReserved. jkMay jknot jkbe jkscanned, jkcopied jkor jkduplicated,
4
jk or jkposted jk to jk a j k publicly jk accessible jkwebsite, jk in jkwhole jkor jk in jkpart.
jkChurchill
SOLUTION MANUAL FOR jk jk
Basic Marketing Research 10th Edition Tom J. Brown, Tracy A. Suter, Gilbert A. Churchill
jk jk jk jk jk jk jk jk jk jk jk jk jk
Chapter 1-20 jk
Chapter 1: The Role of Marketing Research
jk jk jk jk jk jk
TABLE OF CONTENTS JK JK
Purpose and Perspective of the Chapter ............................................................................................. 2
jk jk jk jk jk
Chapter Objectives.................................................................................................................................. 2
jk
Complete List of Chapter Activities and Assessments ....................................................................... 2
jk jk jk jk jk jk
Key Terms ............................................................................................................................................... 2
jk
What's New in This Chapter................................................................................................................ 3
jk jk jk jk
Chapter Outline....................................................................................................................................... 3
jk
Review Questions .................................................................................................................................... 6
jk
Additional Insights and Activities ......................................................................................................... 7
jk jk jk
© jk2024 jkCengage jkLearning, jkInc. jkAll jkRights jkReserved. jkMay jknot jkbe jkscanned, jkcopied jkor jkduplicated,
1
jk or jkposted jk to jk a j k publicly jk accessible jkwebsite, jk in jkwhole jkor jk in jkpart.
, Instructor jkManual: jkChapter jk1: jkThe jkRole jkof jkMarketing
jkResearch
PURPOSE AND PERSPECTIVE OF THE CHAPTER JK JK JK JK JK
The purpose of this chapter is to introduce marketing research as a much broader and more
jk jk jk jk jk jk jk jk jk jk jk jk jk jk jk
common activity than many people realize. In this chapter, we begin with the definition of
jk jk jk jk jk jk jk jk jk jk jk jk jk jk jk
marketing research before moving on to discuss the different types of firms that conduct
jk jk jk jk jk jk jk jk jk jk jk jk jk jk
marketing research. The variety of firms conducting research leads naturally into a brief
jk jk jk jk jk jk jk jk jk jk jk jk jk
introduction of the jobs in marketing research and the skills needed. The chapter concludes with
jk jk jk jk jk jk jk jk jk jk jk jk jk jk jk
the reasons anyone can benefit from a better understanding of marketing research.
jk jk jk jk jk jk jk jk jk jk jk jk
CHAPTER OBJECTIVES JK
The following objectives are addressed in this
jk jk jk jk jk jk
jk chapter: 1-1 jk Define marketing research. jk jk
1-2 Discuss different kinds of firms that conduct marketing
jk jk jk jk jk jk jk
jk research. 1-3 jk List at least three different types of jobs in
jk jk jk jk jk jk jk jk
jk marketing research. jk
1-4 List three reasons for studying marketing research.
jk jk jk jk jk jk
COMPLETE LIST OF CHAPTER ACTIVITIES AND ASSESSMENTS JK JK JK JK JK JK
The following table organizes activities and assessments by objective, so that you can see how all
jk jk jk jk jk jk jk jk jk jk jk jk jk jk jk
this content relates to objectives and make decisions about which content you would like to
jk jk jk jk jk jk jk jk jk jk jk jk jk jk jk
emphasize in your class based on your objectives. For additional guidance, refer to the Teaching
jk jk jk jk jk jk jk jk jk jk jk jk jk jk jk
Online Guide.
jk jk
Chapter PPT slide jk Activity/Assessment Duration
Objective
1-1 PPT jk slide 9 jk Knowledge Check 1.1 jk jk < 5 min jk jk
1-2 PPT jk slides 13–14 jk Discussion Activity jk 10–20 min jk
1-3 PPT jk slide 18 jk Group Activity jk 15–30 min jk
1-4 PPT jk slide 21 jk Polling Activity jk 5–10 min jk
1-1–1-4 PPT jk slide 22 jk Self-Assessment 10–20 min jk
[return to top] jk jk
KEY TERMS JK
Marketing research The process of gathering and interpreting data for use in developing,
jk jk jk jk jk jk jk jk jk jk jk jk
implementing, and monitoring the firm’s marketing plans.
jk jk jk jk jk jk jk
[return to top] jk jk
© jk2024 jkCengage jkLearning, jkInc. jkAll jkRights jkReserved. jkMay jknot jkbe jkscanned, jkcopied jkor jkduplicated,
2
jk or jkposted jk to jk a j k publicly jk accessible jkwebsite, jk in jkwhole jkor jk in jkpart.
, Instructor jkManual: jkChapter jk1: jkThe jkRole jkof jkMarketing
jkResearch
WHAT'S NEW IN THIS CHAPTER JK JK JK JK
The following elements are improvements in this chapter from the previous edition:
jk jk jk jk jk jk jk jk jk jk jk
Several new examples to illustrate the role of marketing research include
jk jk jk jk jk jk jk jk jk jk
Rovio Entertainment, Starbucks, and the LEGO Group.
jk jk jk jk jk jk jk
Data in Exhibit 1.3 reflects recent revenue figures for largest U.S. marketing research firms.
jk jk jk jk jk jk jk jk jk jk jk jk jk
Research Window 1.2 has been updated with more recent compensation figures.
jk jk jk jk jk jk jk jk jk jk
[return to top] jk jk
CHAPTER OUTLINE JK
The following outline organizes activities (including any existing discussion questions in
jk jk jk jk jk jk jk jk jk jk
PowerPoints or other supplements) and assessments by chapter (and therefore by topic), so that
jk jk jk jk jk jk jk jk jk jk jk jk jk jk
you can see how all the content relates to the topics covered in the text.
jk jk jk jk jk jk jk jk jk jk jk jk jk jk jk
1-1. The Problem: Marketers Need Information (1-1, PPT Slides 4–9)
jk jk jk jk jk jk jk jk
a. Different companies need different kinds of information. jk jk jk jk jk jk
Information can be gathered in diverse ways. jk jk jk jk jk jk
The goal of marketing is to create exchanges with customers that jk jk jk jk jk jk jk jk jk jk
satisfy the needs of both customers and marketers. jk jk jk jk jk jk jk jk
b. Key elements of marketing managers’ focus:
jk jk jk jk jk
The product or service jk jk jk
Price
Placement or channels of distribution jk jk jk jk
Promotion
Tangible elements at point of contact jk jk jk jk jk
Processes and people involved jk jk jk
c. Not all factors in the marketing environment are under a marketer’s control.
jk jk jk jk jk jk jk jk jk jk jk
Exhibit 1.1: The Environments Affecting Marketing jk jk jk jk jk
d. Marketing research is the process of gathering and interpreting data for jk jk jk jk jk jk jk jk jk jk
use in developing, implementing, and monitoring the firm’s marketing
jk jk jk jk jk jk jk jk jk
plans. jk
e. Phases of the information management process: jk jk jk jk jk
Specifying what information is needed jk jk jk jk
Gathering relevant data from internal and external sources jk jk jk jk jk jk jk
Analyzing and interpreting data jk jk jk
Communicating results to decision makers jk jk jk jk
f. Another way to look at marketing is to consider how management uses the information:
jk jk jk jk jk jk jk jk jk jk jk jk jk
For planning jk
For problem solving jk jk
For control jk
Exhibit 1.2: Examples of Questions Marketing Research Can Help Answer jk jk jk jk jk jk jk jk jk
g. Knowledge Check 1.1: < 5 minutes total. (PPT Slide 9) jk jk jk jk jk jk jk jk jk
Of the following, which provides the best definition of marketing research?
jk jk jk jk jk jk jk jk jk jk
© jk2024 jkCengage jkLearning, jkInc. jkAll jkRights jkReserved. jkMay jknot jkbe jkscanned, jkcopied jkor jkduplicated,
3
jk or jkposted jk to jk a j k publicly jk accessible jkwebsite, jk in jkwhole jkor jk in jkpart.
, Instructor jkManual: jkChapter jk1: jkThe jkRole jkof jkMarketing
jkResearch
(a) Creating exchanges with customers that satisfy the needs of both customers
jk jk jk jk jk jk jk jk jk jk
and marketers
jk jk
(b) Specifying what information is needed, gathering relevant data, jk jk jk jk jk jk jk
and communicating results to decision makers
jk jk jk jk jk jk
(c) Gathering and interpreting data for use in developing and implementing a
jk jk jk jk jk jk jk jk jk jk
firm’s marketing plans
jk jk jk
(d) Working behind the scenes to determine market segments and then
jk jk jk jk jk jk jk jk jk
taking marketing action
jk jk jk
Answer: c—Marketing managers have an urgent need for information—and
jk jk jk jk jk jk jk jk
marketing research is responsible for providing it. Marketing research is the
jk jk jk jk jk jk jk jk jk jk jk
firm’s formal communication link with the environment, which often contains
jk jk jk jk jk jk jk jk jk jk
factors not under an organization’s control.
jk jk jk jk jk jk
1-2. Who Does Marketing Research? (1-2, PPT Slides 10–14)
jk jk jk jk jk jk jk
a. In 1879, advertising agency N. W. Ayers & Sons formalized the practice of
jk jk jk jk jk jk jk jk jk jk jk jk
marketing research by constructing a crude market survey of states’ and
jk jk jk jk jk jk jk jk jk jk jk
counties’ expected grain production.
jk jk jk jk
b. Three major categories of firms conduct marketing research:
jk jk jk jk jk jk jk
Producers of products and services jk jk jk jk
Advertising agencies jk
Marketing research companies jk jk
1-2a. Companies That Produce or Sell Products and Services
jk jk jk jk jk jk jk jk
a. When firms could no longer sell all they could produce, they used marketing
jk jk jk jk jk jk jk jk jk jk jk jk
research to better gauge market needs and produce accordingly.
jk jk jk jk jk jk jk jk jk
b. Marketing research departments are common among industrial and
jk jk jk jk jk jk jk
consumer manufacturing companies.
jk jk jk
c. Publishers and broadcasters construct demographic profile data in order to
jk jk jk jk jk jk jk jk jk
sell advertising space/time.
jk jk jk
d. Financial institutions’ research includes forecasting, measuring market potential,
jk jk jk jk jk jk jk
market and sales analyses, and so on.
jk jk jk jk jk jk jk
1-2b. Advertising Agencies
jk jk
a. Much agency research gauges consumer brand awareness and related
jk jk jk jk jk jk jk jk
advertising campaigns.
jk jk
b. They attempt to better understand consumer interest and behavior.
jk jk jk jk jk jk jk jk
1-2 c. Marketing Research Companies
jk jk jk
a. U.S. marketing research is a $47.1 billion industry.
jk jk jk jk jk jk jk
b. Some firms are large, with global reach (see Exhibit 1.3: The 10 Largest
jk jk jk jk jk jk jk jk jk jk jk jk
Marketing Research Firms in the United States), and may provide:
jk jk jk jk jk jk jk jk jk jk
Standardized or syndicated research. jk jk jk
Information regularly collected and then sold to clients. jk jk jk jk jk jk jk
Custom-designed research. jk
c. Other organizations that provide or conduct marketing research include
jk jk jk jk jk jk jk jk
government agencies, trade associations, and universities.
jk jk jk jk jk jk
d. Discussion Activity: 10–20 minutes total. (PPT Slides 13–14)
jk jk jk jk jk jk jk
© jk2024 jkCengage jkLearning, jkInc. jkAll jkRights jkReserved. jkMay jknot jkbe jkscanned, jkcopied jkor jkduplicated,
4
jk or jkposted jk to jk a j k publicly jk accessible jkwebsite, jk in jkwhole jkor jk in jkpart.
