,Solution Manual for Basic Marketing
Research: Customer Insights and
Managerial Action 10th Edition by Tom
Brown|
,Instructor Manual
BroWn, Basic Marketing Research: Customer Insights and Managerial Action,
9780357901847; Chapter 1: The Role of Marketing Research
TABLE OF CONTENTS
Purpose and Perspective of the Chapter ..................................................................................... 2
Chapter Objectives ........................................................................................................................ 2
Complete List of Chapter Activities and Assessments ............................................................... 2
Key Terms ...................................................................................................................................... 2
What's NeW in This Chapter .........................................................................................................3
Chapter Outline ..............................................................................................................................3
RevieW Questions ...........................................................................................................................7
Additional Insights and Activities .................................................................................................8
, PURPOSE AND PERSPECTIVE OF THE CHAPTER
The purpose of this chapter is to introduce marketing research as a much broader and more
common activity than many people realize. In this chapter, We begin With the definition of
marketing research before moving on to discuss the different types of firms that conduct
marketing research. The variety of firms conducting research leads naturally into a brief
introduction of the jobs in marketing research and the skills needed. The chapter concludes With
the reasons anyone can benefit from a better understanding of marketing research.
CHAPTER OBJECTIVES
The folloWing objectives are addressed in this
chapter: 1-1 Define marketing research.
1-2 Discuss different kinds of firms that conduct marketing
research. 1-3 List at least three different types of jobs in
marketing research.
1-4 List three reasons for studying marketing research.
COMPLETE LIST OF CHAPTER ACTIVITIES AND
ASSESSMENTS
The folloWing table organizes activities and assessments by objective, so that you can see hoW
all this content relates to objectives and make decisions about Which content you Would like to
emphasize in your class based on your objectives. For additional guidance, refer to the Teaching
Online Guide.
Chapter PPT slide Activity/Assessment Duration
Objective
1-1 PPT slide 9 KnoWledge Check 1.1 < 5 min
1-2 PPT slides 13–14 Discussion Activity 10–20 min
1-3 PPT slide 18 Group Activity 15–30 min
1-4 PPT slide 21 Polling Activity 5–10 min
1-1–1-4 PPT slide 22 Self-Assessment 10–20 min
[return to top]
KEY TERMS
Marketing research The process of gathering and interpreting data for use in developing,
implementing,
Research: Customer Insights and
Managerial Action 10th Edition by Tom
Brown|
,Instructor Manual
BroWn, Basic Marketing Research: Customer Insights and Managerial Action,
9780357901847; Chapter 1: The Role of Marketing Research
TABLE OF CONTENTS
Purpose and Perspective of the Chapter ..................................................................................... 2
Chapter Objectives ........................................................................................................................ 2
Complete List of Chapter Activities and Assessments ............................................................... 2
Key Terms ...................................................................................................................................... 2
What's NeW in This Chapter .........................................................................................................3
Chapter Outline ..............................................................................................................................3
RevieW Questions ...........................................................................................................................7
Additional Insights and Activities .................................................................................................8
, PURPOSE AND PERSPECTIVE OF THE CHAPTER
The purpose of this chapter is to introduce marketing research as a much broader and more
common activity than many people realize. In this chapter, We begin With the definition of
marketing research before moving on to discuss the different types of firms that conduct
marketing research. The variety of firms conducting research leads naturally into a brief
introduction of the jobs in marketing research and the skills needed. The chapter concludes With
the reasons anyone can benefit from a better understanding of marketing research.
CHAPTER OBJECTIVES
The folloWing objectives are addressed in this
chapter: 1-1 Define marketing research.
1-2 Discuss different kinds of firms that conduct marketing
research. 1-3 List at least three different types of jobs in
marketing research.
1-4 List three reasons for studying marketing research.
COMPLETE LIST OF CHAPTER ACTIVITIES AND
ASSESSMENTS
The folloWing table organizes activities and assessments by objective, so that you can see hoW
all this content relates to objectives and make decisions about Which content you Would like to
emphasize in your class based on your objectives. For additional guidance, refer to the Teaching
Online Guide.
Chapter PPT slide Activity/Assessment Duration
Objective
1-1 PPT slide 9 KnoWledge Check 1.1 < 5 min
1-2 PPT slides 13–14 Discussion Activity 10–20 min
1-3 PPT slide 18 Group Activity 15–30 min
1-4 PPT slide 21 Polling Activity 5–10 min
1-1–1-4 PPT slide 22 Self-Assessment 10–20 min
[return to top]
KEY TERMS
Marketing research The process of gathering and interpreting data for use in developing,
implementing,
