Marketing Research: An Applied Orientation Seventh Edition Naresh K. Malhotra New York, NY Instructor‘s Manual for Marketing Research: An Applied Orientation Naresh K. Malhotra Copyright © 2019 Pearson Education, Inc. 1 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 Re search 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 an d 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. Copyright © 2019 Pearson Education, Inc. 2 1.3. Understand the nature and scope of marketing research a nd 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 ext ernal, 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 ethi cal 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 a nd 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. Internatio nal 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 chap ter is different in that it presents a classification of marketing research (Figure 1.1). The classification of marketing research suppliers and servic es is also unique (Figure 1.3 ). This chapter could be taught by focusing on the chapter objectives, seq uentially. Relatively greater emphasis could be placed on the types and roles of research s uppliers (Chapter Objective 5) , international marketi ng research (Chapter Objective 7 ), marketing research and
solving research. 1.2. Describe a framework for conducting marketing research as well as the six steps of the marketing research process. Copyright © 2019 Pearson Education, Inc. 2 1.3. Understand the nature and scope of marketing research a nd 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 ext ernal, 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 ethi cal 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 a nd 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. Internatio nal 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 chap ter is different in that it presents a classification of marketing research (Figure 1.1). The classification of marketing research suppliers and servic es is also unique (Figure 1.3 ). This chapter could be taught by focusing on the chapter objectives, seq uentially. Relatively greater emphasis could be placed on the types and roles of research s uppliers (Chapter Objective 5) , international marketi ng research (Chapter Objective 7 ), marketing research and
