SSSS
Solution Manual For
Basic Marketing Research 10th Edition Tom J. Brown, Tracy A. Suter, Gilbert A.
Churchill
Chapter 1-20
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............................................................................................................................6
Additional Insights And Activities ................................................................................................7
© 2024 Cengage Learning, Inc. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a
1
publicly accessible website, in whole or in part.
, Instructor Manual: Chapter 1: The Role of Marketing Research
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 O f
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
© 2024 Cengage Learning, Inc. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a
2
publicly accessible website, in whole or in part.
, Instructor Manual: Chapter 1: The Role of Marketing Research
Developing, Implementing, And Monitoring The Firm’s Marketing Plans.
[Return To Top]
© 2024 Cengage Learning, Inc. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a
3
publicly accessible website, in whole or in part.
, Instructor Manual: Chapter 1: The Role of Marketing Research
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
f. Another Way To Look At Marketing Is To Consider How Management Uses The
Information:
For Planning
For Problem Solving
For Control
© 2024 Cengage Learning, Inc. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a
4
publicly accessible website, in whole or in part.
Solution Manual For
Basic Marketing Research 10th Edition Tom J. Brown, Tracy A. Suter, Gilbert A.
Churchill
Chapter 1-20
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............................................................................................................................6
Additional Insights And Activities ................................................................................................7
© 2024 Cengage Learning, Inc. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a
1
publicly accessible website, in whole or in part.
, Instructor Manual: Chapter 1: The Role of Marketing Research
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 O f
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
© 2024 Cengage Learning, Inc. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a
2
publicly accessible website, in whole or in part.
, Instructor Manual: Chapter 1: The Role of Marketing Research
Developing, Implementing, And Monitoring The Firm’s Marketing Plans.
[Return To Top]
© 2024 Cengage Learning, Inc. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a
3
publicly accessible website, in whole or in part.
, Instructor Manual: Chapter 1: The Role of Marketing Research
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
f. Another Way To Look At Marketing Is To Consider How Management Uses The
Information:
For Planning
For Problem Solving
For Control
© 2024 Cengage Learning, Inc. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a
4
publicly accessible website, in whole or in part.
