Solutions for Marketing Research, 10th Edition by Burns (All Chapters included)

Marketing Research, 10th Edition
by Alvin C. Burns




Complete Chapter Solutions Manual
are included (Ch 1 to 14)




** Immediate Download
** Swift Response
** All Chapters included
** SPSS Student Assistant Answer Key
** Data Sets

,Table of Contents are given below




1.Introduction to Marketing Research

2.The Marketing Research Process

3.Research Design

4.Secondary Data

5.Qualitative Research Techniques

6.Evaluating Survey Data Collection Methods

7.Understanding Measurement, Developing Questions, and Designing

the Questionnaire

8.Sample Size and Sample Selection

9.Data Quality Issues and Datasets

10.Performing Descriptive Analysis, Computing Confidence Intervals,

and Testing Hypotheses

11.Implementing Basic Differences Tests

12.Making Use of Associations Tests

13.Understanding Regression Analysis Basics

14.Communicating Insights

,Solutions Manual organized in reverse order, with the last chapter displayed first, to ensure that all
chapters are included in this document. (Complete Chapters included Ch14-1)



CHAPTER 14

COMMUNICATING INSIGHTS
LEARNING OBJECTIVES

In this chapter you will learn:

14.1 Describe insights and the characteristics of effective insights communication

14.2 Distinguish characteristics of effective insights communication

14.3 Relate the elements in a traditional marketing research report

14.4 Summarize the guidelines for tables and graphs in a marketing research report

14.5 Compare the various methods used to discover insights

14.6 Differentiate the various methods used to communicate insights

14.7 Illustrate how a live presentation of a marketing research project takes place

14.8 Compare alternative methods of disseminating insights throughout an organization


CHAPTER OUTLINE

Why Insights?

Characteristics of Effective Insights Communication

 Accuracy
 Clear
 Memorable
 Actionable



The Traditional Marketing Research Report

 Planning the Report
 Front Matter
 Title Page
 Table of Contents
 List of Tables and List of Figures, or a Combined List
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,  Abstract/Executive Summary

 Report Body

o Introduction
o Research Objectives
o Method
o Results
o Limitations
o Conclusions and Recommendations

 End Matter


Guideline for Tables and Visuals

 Guidelines for Tables
 Guidelines for Graphs
Infographics


Discovering Insights
 Sense-Making
 Tablelooks
 Data Visualization
 Effect Sizes
 Multimethod Approach

Communicating Insights
 Narrative
 Visuals
 Storytelling

“Live” Presentation of Insights



Disseminating Insights throughout an Organization
 Full Report
 Abstract/Executive Summary
 Infographics
 Dashboards
 Video
 Immersion Techniques

Copyright © 2026 Pearson Education, Inc.