InstructorfManual:fBasicfMarketingfResearchf10thfEditionfTomfJ.fBrown,fTracyfA.fSuter,fGilbertfA.fChurchill
SOLUTION MANUAL FOR f f
BasicfMarketingfResearchf10thfEditionfTomfJ.fBrown,fTracyfA.fSuter,fGilbertfA.fChurchill
Chapterf1-20
Chapterf1:fThefRolefoffMarketingfResearch
TABLE OF CONTENTSF F
PurposefandfPerspectivefoffthefChapter ..................................................................................................... 2
ChapterfObjectives ...................................................................................................................................... 2
CompletefListfoffChapterfActivitiesfandfAssessments ................................................................................ 2
KeyfTerms .................................................................................................................................................... 2
What'sfNewfinfThisfChapter........................................................................................................................ 3
ChapterfOutline ........................................................................................................................................... 3
ReviewfQuestions ......................................................................................................................................... 6
AdditionalfInsightsfandfActivities ............................................................................................................... 7
©f2024fCengagefLearning,fInc.fAllfRightsfReserved.fMayfnotfbefscanned,fcopiedforfduplicated,forfpostedftofaf p 1
ubliclyfaccessiblefwebsite,finfwholeforfinfpart.
, InstructorfManual:fChapterf1:fThefRolefoffMarketingfResearch
PURPOSE AND PERSPECTIVE OF THE CHAPTER
F F F F F
Thefpurposefoffthisfchapterfisftofintroducefmarketingfresearchfasfafmuchfbroaderfandfmorefcommonfactivityft
hanfmanyfpeoplefrealize.fInfthisfchapter,fwefbeginfwithfthefdefinitionfoffmarketingfresearchfbeforefmovingfon
ftofdiscussfthefdifferentftypesfofffirmsfthatfconductfmarketingfresearch.fThefvarietyfofffirmsfconductingfresear
chfleadsfnaturallyfintofafbrieffintroductionfoffthefjobsfinfmarketingfresearchfandfthefskillsfneeded.fThefchapterf
concludesfwithfthefreasonsfanyonefcanfbenefitffromfafbetterfunderstandingfoffmarketingfresearch.
CHAPTER OBJECTIVES F
Theffollowingfobjectivesfarefaddressedfinfthisfchapter:f1
-1 Definefmarketingfresearch.
1-2 Discussfdifferentfkindsfofffirmsfthatfconductfmarketingfresearch.f1-
3 Listfatfleastfthreefdifferentftypesfoffjobsfinfmarketingfresearch.
1-4 Listfthreefreasonsfforfstudyingfmarketingfresearch.
COMPLETE LIST OF CHAPTER ACTIVITIES AND ASSESSMENTS
F F F F F F
Theffollowingftableforganizesfactivitiesfandfassessmentsfbyfobjective,fsofthatfyoufcanfseefhowfallfthisfcontentf
relatesftofobjectivesfandfmakefdecisionsfaboutfwhichfcontentfyoufwouldflikeftofemphasizefinfyourfclassfbasedf
onfyourfobjectives.fForfadditionalfguidance,freferftofthefTeachingfOnlinefGuide.
Chapter PPTfslide Activity/Assessment Duration
Objective
1-1 PPTfslidef9 KnowledgefCheckf1.1 <f5fmin
1-2 PPTfslidesf13–14 DiscussionfActivity 10–20fmin
1-3 PPTfslidef18 GroupfActivity 15–30fmin
1-4 PPTfslidef21 PollingfActivity 5–10fmin
1-1–1-4 PPTfslidef22 Self-Assessment 10–20fmin
[returnftoftop]
KEY TERMS F
MarketingfresearchfThefprocessfoffgatheringfandfinterpretingfdatafforfusefinfdeveloping,fimplementing,fandf
monitoringftheffirm’sfmarketingfplans.
[returnftoftop]
©f2024fCengagefLearning,fInc.fAllfRightsfReserved.fMayfnotfbefscanned,fcopiedforfduplicated,forfpostedftofaf p 2
ubliclyfaccessiblefwebsite,finfwholeforfinfpart.
, InstructorfManual:fChapterf1:fThefRolefoffMarketingfResearch
WHAT'S NEW IN THIS CHAPTER
F F F F
Theffollowingfelementsfarefimprovementsfinfthisfchapterffromfthefpreviousfedition:
SeveralfnewfexamplesftofillustratefthefrolefoffmarketingfresearchfincludefRoviofEn
tertainment,fStarbucks,fandfthefLEGOfGroup.
DatafinfExhibitf1.3freflectsfrecentfrevenueffiguresfforflargestfU.S.fmarketingfresearchffirms.
ResearchfWindowf1.2fhasfbeenfupdatedfwithfmorefrecentfcompensationffigures.
[returnftoftop]
CHAPTER OUTLINE F
Theffollowingfoutlineforganizesfactivitiesf(includingfanyfexistingfdiscussionfquestionsfinfPowerPointsforfoth
erfsupplements)fandfassessmentsfbyfchapterf(andfthereforefbyftopic),fsofthatfyoufcanfseefhowfallfthefcontentfre
latesftoftheftopicsfcoveredfinftheftext.
1-1. ThefProblem:fMarketersfNeedfInformationf(1-1,fPPTfSlidesf4–9)
a. Differentfcompaniesfneedfdifferentfkindsfoffinformation.
Informationfcanfbefgatheredfinfdiversefways.
Thefgoalfoffmarketingfisftofcreatefexchangesfwithfcustomersfthatfsatisfyfthefne
edsfoffbothfcustomersfandfmarketers.
b. Keyfelementsfoffmarketingfmanagers’ffocus:
Thefproductforfservice
Price
Placementforfchannelsfoffdistribution
Promotion
Tangiblefelementsfatfpointfoffcontact
Processesfandfpeoplefinvolved
c. Notfallffactorsfinfthefmarketingfenvironmentfarefunderfafmarketer’sfcontrol.
Exhibitf1.1:fThefEnvironmentsfAffectingfMarketing
d. Marketingfresearchfisfthefprocessfoffgatheringfandfinterpretingfdatafforfusefinfde
veloping,fimplementing,fandfmonitoringftheffirm’sfmarketingfplans.
e. Phasesfoffthefinformationfmanagementfprocess:
Specifyingfwhatfinformationfisfneeded
Gatheringfrelevantfdataffromfinternalfandfexternalfsources
Analyzingfandfinterpretingfdata
Communicatingfresultsftofdecisionfmakers
f. Anotherfwayftoflookfatfmarketingfisftofconsiderfhowfmanagementfusesfthefinformation:
Forfplanning
Forfproblemfsolving
Forfcontrol
Exhibitf1.2:fExamplesfoffQuestionsfMarketingfResearchfCanfHelpfAnswer
g. KnowledgefCheckf1.1:f<f5fminutesftotal.f(PPTfSlidef9)
Offtheffollowing,fwhichfprovidesfthefbestfdefinitionfoffmarketingfresearch?
©f2024fCengagefLearning,fInc.fAllfRightsfReserved.fMayfnotfbefscanned,fcopiedforfduplicated,forfpostedftofaf p 3
ubliclyfaccessiblefwebsite,finfwholeforfinfpart.
, InstructorfManual:fChapterf1:fThefRolefoffMarketingfResearch
(a) Creatingfexchangesfwithfcustomersfthatfsatisfyfthefneedsfoffbothfcustomersfandfm
arketers
(b) Specifyingfwhatfinformationfisfneeded,fgatheringfrelevantfdata,fandfc
ommunicatingfresultsftofdecisionfmakers
(c) Gatheringfandfinterpretingfdatafforfusefinfdevelopingfandfimplementingfaffirm’sfm
arketingfplans
(d) Workingfbehindfthefscenesftofdeterminefmarketfsegmentsfandfthenftakingfm
arketingfaction
Answer:fc—Marketingfmanagersfhavefanfurgentfneedfforfinformation—
andfmarketingfresearchfisfresponsiblefforfprovidingfit.fMarketingfresearchfisftheffirm’
sfformalfcommunicationflinkfwithfthefenvironment,fwhichfoftenfcontainsffactorsfnotf
underfanforganization’sfcontrol.
1-2. WhofDoesfMarketingfResearch?f(1-2,fPPTfSlidesf10–14)
a. Inf1879,fadvertisingfagencyfN.fW.fAyersf&fSonsfformalizedfthefpracticefoffmarketingfres
earchfbyfconstructingfafcrudefmarketfsurveyfoffstates’fandfcounties’fexpectedfgrainfprodu
ction.
b. Threefmajorfcategoriesfofffirmsfconductfmarketingfresearch:
Producersfoffproductsfandfservices
Advertisingfagencies
Marketingfresearchfcompanies
1-2a.fCompaniesfThatfProduceforfSellfProductsfandfServices
a. Whenffirmsfcouldfnoflongerfsellfallftheyfcouldfproduce,ftheyfusedfmarketingfresearchftofbet
terfgaugefmarketfneedsfandfproducefaccordingly.
b. Marketingfresearchfdepartmentsfarefcommonfamongfindustrialfandfconsumerfm
anufacturingfcompanies.
c. Publishersfandfbroadcastersfconstructfdemographicfprofilefdatafinforderftofsellfad
vertisingfspace/time.
d. Financialfinstitutions’fresearchfincludesfforecasting,fmeasuringfmarketfpotential,fmarketfa
ndfsalesfanalyses,fandfsofon.
1-2b.fAdvertisingfAgencies
a. Muchfagencyfresearchfgaugesfconsumerfbrandfawarenessfandfrelatedfadvertisingfca
mpaigns.
b. Theyfattemptftofbetterfunderstandfconsumerfinterestfandfbehavior.
1-2 c.fMarketingfResearchfCompanies
a. U.S.fmarketingfresearchfisfaf$47.1fbillionfindustry.
b. Someffirmsfareflarge,fwithfglobalfreachf(seefExhibitf1.3:fThef10fLargestfMarketingfRe
searchfFirmsfinfthefUnitedfStates),fandfmayfprovide:
Standardizedforfsyndicatedfresearch.
Informationfregularlyfcollectedfandfthenfsoldftofclients.
Custom-designedfresearch.
c. Otherforganizationsfthatfprovideforfconductfmarketingfresearchfincludefgovernmentfa
gencies,ftradefassociations,fandfuniversities.
d. DiscussionfActivity:f10–20fminutesftotal.f(PPTfSlidesf13–14)
©f2024fCengagefLearning,fInc.fAllfRightsfReserved.fMayfnotfbefscanned,fcopiedforfduplicated,forfpostedftofaf p 4
ubliclyfaccessiblefwebsite,finfwholeforfinfpart.
SOLUTION MANUAL FOR f f
BasicfMarketingfResearchf10thfEditionfTomfJ.fBrown,fTracyfA.fSuter,fGilbertfA.fChurchill
Chapterf1-20
Chapterf1:fThefRolefoffMarketingfResearch
TABLE OF CONTENTSF F
PurposefandfPerspectivefoffthefChapter ..................................................................................................... 2
ChapterfObjectives ...................................................................................................................................... 2
CompletefListfoffChapterfActivitiesfandfAssessments ................................................................................ 2
KeyfTerms .................................................................................................................................................... 2
What'sfNewfinfThisfChapter........................................................................................................................ 3
ChapterfOutline ........................................................................................................................................... 3
ReviewfQuestions ......................................................................................................................................... 6
AdditionalfInsightsfandfActivities ............................................................................................................... 7
©f2024fCengagefLearning,fInc.fAllfRightsfReserved.fMayfnotfbefscanned,fcopiedforfduplicated,forfpostedftofaf p 1
ubliclyfaccessiblefwebsite,finfwholeforfinfpart.
, InstructorfManual:fChapterf1:fThefRolefoffMarketingfResearch
PURPOSE AND PERSPECTIVE OF THE CHAPTER
F F F F F
Thefpurposefoffthisfchapterfisftofintroducefmarketingfresearchfasfafmuchfbroaderfandfmorefcommonfactivityft
hanfmanyfpeoplefrealize.fInfthisfchapter,fwefbeginfwithfthefdefinitionfoffmarketingfresearchfbeforefmovingfon
ftofdiscussfthefdifferentftypesfofffirmsfthatfconductfmarketingfresearch.fThefvarietyfofffirmsfconductingfresear
chfleadsfnaturallyfintofafbrieffintroductionfoffthefjobsfinfmarketingfresearchfandfthefskillsfneeded.fThefchapterf
concludesfwithfthefreasonsfanyonefcanfbenefitffromfafbetterfunderstandingfoffmarketingfresearch.
CHAPTER OBJECTIVES F
Theffollowingfobjectivesfarefaddressedfinfthisfchapter:f1
-1 Definefmarketingfresearch.
1-2 Discussfdifferentfkindsfofffirmsfthatfconductfmarketingfresearch.f1-
3 Listfatfleastfthreefdifferentftypesfoffjobsfinfmarketingfresearch.
1-4 Listfthreefreasonsfforfstudyingfmarketingfresearch.
COMPLETE LIST OF CHAPTER ACTIVITIES AND ASSESSMENTS
F F F F F F
Theffollowingftableforganizesfactivitiesfandfassessmentsfbyfobjective,fsofthatfyoufcanfseefhowfallfthisfcontentf
relatesftofobjectivesfandfmakefdecisionsfaboutfwhichfcontentfyoufwouldflikeftofemphasizefinfyourfclassfbasedf
onfyourfobjectives.fForfadditionalfguidance,freferftofthefTeachingfOnlinefGuide.
Chapter PPTfslide Activity/Assessment Duration
Objective
1-1 PPTfslidef9 KnowledgefCheckf1.1 <f5fmin
1-2 PPTfslidesf13–14 DiscussionfActivity 10–20fmin
1-3 PPTfslidef18 GroupfActivity 15–30fmin
1-4 PPTfslidef21 PollingfActivity 5–10fmin
1-1–1-4 PPTfslidef22 Self-Assessment 10–20fmin
[returnftoftop]
KEY TERMS F
MarketingfresearchfThefprocessfoffgatheringfandfinterpretingfdatafforfusefinfdeveloping,fimplementing,fandf
monitoringftheffirm’sfmarketingfplans.
[returnftoftop]
©f2024fCengagefLearning,fInc.fAllfRightsfReserved.fMayfnotfbefscanned,fcopiedforfduplicated,forfpostedftofaf p 2
ubliclyfaccessiblefwebsite,finfwholeforfinfpart.
, InstructorfManual:fChapterf1:fThefRolefoffMarketingfResearch
WHAT'S NEW IN THIS CHAPTER
F F F F
Theffollowingfelementsfarefimprovementsfinfthisfchapterffromfthefpreviousfedition:
SeveralfnewfexamplesftofillustratefthefrolefoffmarketingfresearchfincludefRoviofEn
tertainment,fStarbucks,fandfthefLEGOfGroup.
DatafinfExhibitf1.3freflectsfrecentfrevenueffiguresfforflargestfU.S.fmarketingfresearchffirms.
ResearchfWindowf1.2fhasfbeenfupdatedfwithfmorefrecentfcompensationffigures.
[returnftoftop]
CHAPTER OUTLINE F
Theffollowingfoutlineforganizesfactivitiesf(includingfanyfexistingfdiscussionfquestionsfinfPowerPointsforfoth
erfsupplements)fandfassessmentsfbyfchapterf(andfthereforefbyftopic),fsofthatfyoufcanfseefhowfallfthefcontentfre
latesftoftheftopicsfcoveredfinftheftext.
1-1. ThefProblem:fMarketersfNeedfInformationf(1-1,fPPTfSlidesf4–9)
a. Differentfcompaniesfneedfdifferentfkindsfoffinformation.
Informationfcanfbefgatheredfinfdiversefways.
Thefgoalfoffmarketingfisftofcreatefexchangesfwithfcustomersfthatfsatisfyfthefne
edsfoffbothfcustomersfandfmarketers.
b. Keyfelementsfoffmarketingfmanagers’ffocus:
Thefproductforfservice
Price
Placementforfchannelsfoffdistribution
Promotion
Tangiblefelementsfatfpointfoffcontact
Processesfandfpeoplefinvolved
c. Notfallffactorsfinfthefmarketingfenvironmentfarefunderfafmarketer’sfcontrol.
Exhibitf1.1:fThefEnvironmentsfAffectingfMarketing
d. Marketingfresearchfisfthefprocessfoffgatheringfandfinterpretingfdatafforfusefinfde
veloping,fimplementing,fandfmonitoringftheffirm’sfmarketingfplans.
e. Phasesfoffthefinformationfmanagementfprocess:
Specifyingfwhatfinformationfisfneeded
Gatheringfrelevantfdataffromfinternalfandfexternalfsources
Analyzingfandfinterpretingfdata
Communicatingfresultsftofdecisionfmakers
f. Anotherfwayftoflookfatfmarketingfisftofconsiderfhowfmanagementfusesfthefinformation:
Forfplanning
Forfproblemfsolving
Forfcontrol
Exhibitf1.2:fExamplesfoffQuestionsfMarketingfResearchfCanfHelpfAnswer
g. KnowledgefCheckf1.1:f<f5fminutesftotal.f(PPTfSlidef9)
Offtheffollowing,fwhichfprovidesfthefbestfdefinitionfoffmarketingfresearch?
©f2024fCengagefLearning,fInc.fAllfRightsfReserved.fMayfnotfbefscanned,fcopiedforfduplicated,forfpostedftofaf p 3
ubliclyfaccessiblefwebsite,finfwholeforfinfpart.
, InstructorfManual:fChapterf1:fThefRolefoffMarketingfResearch
(a) Creatingfexchangesfwithfcustomersfthatfsatisfyfthefneedsfoffbothfcustomersfandfm
arketers
(b) Specifyingfwhatfinformationfisfneeded,fgatheringfrelevantfdata,fandfc
ommunicatingfresultsftofdecisionfmakers
(c) Gatheringfandfinterpretingfdatafforfusefinfdevelopingfandfimplementingfaffirm’sfm
arketingfplans
(d) Workingfbehindfthefscenesftofdeterminefmarketfsegmentsfandfthenftakingfm
arketingfaction
Answer:fc—Marketingfmanagersfhavefanfurgentfneedfforfinformation—
andfmarketingfresearchfisfresponsiblefforfprovidingfit.fMarketingfresearchfisftheffirm’
sfformalfcommunicationflinkfwithfthefenvironment,fwhichfoftenfcontainsffactorsfnotf
underfanforganization’sfcontrol.
1-2. WhofDoesfMarketingfResearch?f(1-2,fPPTfSlidesf10–14)
a. Inf1879,fadvertisingfagencyfN.fW.fAyersf&fSonsfformalizedfthefpracticefoffmarketingfres
earchfbyfconstructingfafcrudefmarketfsurveyfoffstates’fandfcounties’fexpectedfgrainfprodu
ction.
b. Threefmajorfcategoriesfofffirmsfconductfmarketingfresearch:
Producersfoffproductsfandfservices
Advertisingfagencies
Marketingfresearchfcompanies
1-2a.fCompaniesfThatfProduceforfSellfProductsfandfServices
a. Whenffirmsfcouldfnoflongerfsellfallftheyfcouldfproduce,ftheyfusedfmarketingfresearchftofbet
terfgaugefmarketfneedsfandfproducefaccordingly.
b. Marketingfresearchfdepartmentsfarefcommonfamongfindustrialfandfconsumerfm
anufacturingfcompanies.
c. Publishersfandfbroadcastersfconstructfdemographicfprofilefdatafinforderftofsellfad
vertisingfspace/time.
d. Financialfinstitutions’fresearchfincludesfforecasting,fmeasuringfmarketfpotential,fmarketfa
ndfsalesfanalyses,fandfsofon.
1-2b.fAdvertisingfAgencies
a. Muchfagencyfresearchfgaugesfconsumerfbrandfawarenessfandfrelatedfadvertisingfca
mpaigns.
b. Theyfattemptftofbetterfunderstandfconsumerfinterestfandfbehavior.
1-2 c.fMarketingfResearchfCompanies
a. U.S.fmarketingfresearchfisfaf$47.1fbillionfindustry.
b. Someffirmsfareflarge,fwithfglobalfreachf(seefExhibitf1.3:fThef10fLargestfMarketingfRe
searchfFirmsfinfthefUnitedfStates),fandfmayfprovide:
Standardizedforfsyndicatedfresearch.
Informationfregularlyfcollectedfandfthenfsoldftofclients.
Custom-designedfresearch.
c. Otherforganizationsfthatfprovideforfconductfmarketingfresearchfincludefgovernmentfa
gencies,ftradefassociations,fandfuniversities.
d. DiscussionfActivity:f10–20fminutesftotal.f(PPTfSlidesf13–14)
©f2024fCengagefLearning,fInc.fAllfRightsfReserved.fMayfnotfbefscanned,fcopiedforfduplicated,forfpostedftofaf p 4
ubliclyfaccessiblefwebsite,finfwholeforfinfpart.
