Solutions Manual
Basic Marketing Research
By Tom Brown
10th Edition
,Table Of Content
Part I: Introduction To Marketing Research And Problem Definition.
1. The Role Of Marketing Research.
2. The Research Process And Ethical Concerns.
3. Problem Formulation.
4. Exploratory Research.
Part Ii: Working With Existing Information To Solve Problems.
5. Decision Support Systems: Introduction.
6. Decision Support Systems: Working With "Big Data".
7. Using External Secondary Data.
Part Iii: Collecting Primary Data To Solve Problems.
8. Conducting Causal Research.
9. Collecting Descriptive Primary Data.
10. Collecting Data By Observation.
11. Collecting Data By Communication.
12. Asking Good Questions.
13. Designing The Data Collection Form For Communication Data.
14. Developing The Sampling Plan.
15. Data Collection: Types Of Error And Response Rate Calculation.
Part Iv: Analyzing Data.
16. Data Preparation For Analysis.
17. Analysis And Interpretation: Individual Variables Independently.
18. Analysis And Interpretation: Multiple Variables Simultaneously.
Part V: Reporting The Results.
19. The Oral Research Presentation.
,20. The Written Research Report. Appendix. Endnotes. Glossary. Index.
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, And Monitoring The Firm’s Marketing Plans.
, WHAT'S NEW IN THIS CHAPTER
The Following Elements Are Improvements In This Chapter From The Previous Edition:
Several New Examples To Illustrate The Role Of Marketing Research Include
Rovio Entertainment, Starbucks, And The Lego Group.
Data In Exhibit 1.3 Reflects Recent Revenue Figures For Largest U.S. Marketing Research Firms.
Research Window 1.2 Has Been Updated With More Recent Compensation Figures.
[Return To Top]
CHAPTER OUTLINE
The Following Outline Organizes Activities (Including Any Existing Discussion Questions In
Powerpoints Or Other Supplements) And Assessments By Chapter (And Therefore By Topic), So That
You Can See How All The Content Relates To The Topics Covered In The Text.
1-1. The Problem: Marketers Need Information (1-1, Ppt Slides 4–9)
a. Different Companies Need Different Kinds Of Information.
Information Can Be Gathered In Diverse Ways.
The Goal Of Marketing Is To Create Exchanges With Customers That
Satisfy The Needs Of Both Customers And Marketers.
b. Key Elements Of Marketing Managers’ Focus:
The Product Or Service
Price
Placement Or Channels Of Distribution
Promotion
Tangible Elements At Point Of Contact
Processes And People Involved
c. Not All Factors In The Marketing Environment Are Under A Marketer’s Control.
Exhibit 1.1: The Environments Affecting Marketing
d. Marketing Research Is The Process Of Gathering And Interpreting Data For
Use In Developing, Implementing, And Monitoring The Firm’s Marketing
Plans.
e. Phases Of The Information Management Process:
Specifying What Information Is Needed
Gathering Relevant Data From Internal And External Sources
Analyzing And Interpreting Data
Communicating Results To Decision Makers
Basic Marketing Research
By Tom Brown
10th Edition
,Table Of Content
Part I: Introduction To Marketing Research And Problem Definition.
1. The Role Of Marketing Research.
2. The Research Process And Ethical Concerns.
3. Problem Formulation.
4. Exploratory Research.
Part Ii: Working With Existing Information To Solve Problems.
5. Decision Support Systems: Introduction.
6. Decision Support Systems: Working With "Big Data".
7. Using External Secondary Data.
Part Iii: Collecting Primary Data To Solve Problems.
8. Conducting Causal Research.
9. Collecting Descriptive Primary Data.
10. Collecting Data By Observation.
11. Collecting Data By Communication.
12. Asking Good Questions.
13. Designing The Data Collection Form For Communication Data.
14. Developing The Sampling Plan.
15. Data Collection: Types Of Error And Response Rate Calculation.
Part Iv: Analyzing Data.
16. Data Preparation For Analysis.
17. Analysis And Interpretation: Individual Variables Independently.
18. Analysis And Interpretation: Multiple Variables Simultaneously.
Part V: Reporting The Results.
19. The Oral Research Presentation.
,20. The Written Research Report. Appendix. Endnotes. Glossary. Index.
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, And Monitoring The Firm’s Marketing Plans.
, WHAT'S NEW IN THIS CHAPTER
The Following Elements Are Improvements In This Chapter From The Previous Edition:
Several New Examples To Illustrate The Role Of Marketing Research Include
Rovio Entertainment, Starbucks, And The Lego Group.
Data In Exhibit 1.3 Reflects Recent Revenue Figures For Largest U.S. Marketing Research Firms.
Research Window 1.2 Has Been Updated With More Recent Compensation Figures.
[Return To Top]
CHAPTER OUTLINE
The Following Outline Organizes Activities (Including Any Existing Discussion Questions In
Powerpoints Or Other Supplements) And Assessments By Chapter (And Therefore By Topic), So That
You Can See How All The Content Relates To The Topics Covered In The Text.
1-1. The Problem: Marketers Need Information (1-1, Ppt Slides 4–9)
a. Different Companies Need Different Kinds Of Information.
Information Can Be Gathered In Diverse Ways.
The Goal Of Marketing Is To Create Exchanges With Customers That
Satisfy The Needs Of Both Customers And Marketers.
b. Key Elements Of Marketing Managers’ Focus:
The Product Or Service
Price
Placement Or Channels Of Distribution
Promotion
Tangible Elements At Point Of Contact
Processes And People Involved
c. Not All Factors In The Marketing Environment Are Under A Marketer’s Control.
Exhibit 1.1: The Environments Affecting Marketing
d. Marketing Research Is The Process Of Gathering And Interpreting Data For
Use In Developing, Implementing, And Monitoring The Firm’s Marketing
Plans.
e. Phases Of The Information Management Process:
Specifying What Information Is Needed
Gathering Relevant Data From Internal And External Sources
Analyzing And Interpreting Data
Communicating Results To Decision Makers
