Instructor Manual: Basic Marketing Research 10th Edition Tom J. Brown, Tracy A. Suter, Gilbert A.
fd fd fd fd fd fd fd fd fd fd fd fd fd fd
Churchill
fd
SOLUTION MANUAL FOR fd fd
Basic Marketing Research 10th Edition Tom J. Brown, Tracy A. Suter, Gilbert A. Churchill
fd fd fd fd fd fd fd fd fd fd fd fd fd
Chapter 1-20 fd
Chapter 1: The Role of Marketing Research
fd fd fd fd fd fd
TABLE OF CONTENTS FD FD
Purpose and Perspective of the Chapter ................................................................................................ 2
fd fd fd fd fd
Chapter Objectives .................................................................................................................................. 2
fd
Complete List of Chapter Activities and Assessments ........................................................................... 2
fd fd fd fd fd fd
Key Terms ................................................................................................................................................ 2
fd
What's New in This Chapter .................................................................................................................. 3
fd fd fd fd
Chapter Outline ....................................................................................................................................... 3
fd
Review Questions ..................................................................................................................................... 6
fd
Additional Insights and Activities ........................................................................................................... 7
fd fd fd
© 2024 Cengage Learning, Inc. All Rights Reserved. May not be scanned, copied or duplicated, or posted
fd fd fd fd fd fd fd fd fd fd fd fd fd fd fd fd
1
to a publicly accessible website, in whole or in part.
fd fd f d fd fd fd fd fd fd fd
, Instructor Manual: Chapter 1: The Role of Marketing
fd fd fd fd fd fd fd
Research
fd
PURPOSE AND PERSPECTIVE OF THE CHAPTER FD FD FD FD FD
The purpose of this chapter is to introduce marketing research as a much broader and more common
fd fd fd fd fd fd fd fd fd fd fd fd fd fd fd fd
activity than many people realize. In this chapter, we begin with the definition of marketing research
fd fd fd fd fd fd fd fd fd fd fd fd fd fd fd fd
before moving on to discuss the different types of firms that conduct marketing research. The variety of
fd fd fd fd fd fd fd fd fd fd fd fd fd fd fd fd fd
firms conducting research leads naturally into a brief introduction of the jobs in marketing research and
fd fd fd fd fd fd fd fd fd fd fd fd fd fd fd fd
the skills needed. The chapter concludes with the reasons anyone can benefit from a better understanding
fd fd fd fd fd fd fd fd fd fd fd fd fd fd fd fd
of marketing research.
fd fd fd
CHAPTER OBJECTIVES FD
The following objectives are addressed in this chapter:
fd fd fd fd fd fd fd
fd 1-1 Define marketing research. fd fd
1-2 Discuss different kinds of firms that conduct marketing research.
fd fd fd fd fd fd fd fd
fd 1-3 List at least three different types of jobs in marketing research.
fd fd fd fd fd fd fd fd fd fd
1-4 List three reasons for studying marketing research.
fd fd fd fd fd fd
COMPLETE LIST OF CHAPTER ACTIVITIES AND ASSESSMENTS FD FD FD FD FD FD
The following table organizes activities and assessments by objective, so that you can see how all this
fd fd fd fd fd fd fd fd fd fd fd fd fd fd fd fd
content relates to objectives and make decisions about which content you would like to emphasize in
fd fd fd fd fd fd fd fd fd fd fd fd fd fd fd fd
your class based on your objectives. For additional guidance, refer to the Teaching Online Guide.
fd fd fd fd fd fd fd fd fd fd fd fd fd fd fd
Chapter PPT slide fd Activity/Assessment Duration
Objective
1-1 PPT slide 9 fd fd Knowledge Check 1.1 fd fd < 5 min
fd fd
1-2 PPT slides 13–14 fd fd Discussion Activity fd 10–20 min fd
1-3 PPT slide 18 fd fd Group Activity fd 15–30 min fd
1-4 PPT slide 21 fd fd Polling Activity fd 5–10 min fd
1-1–1-4 PPT slide 22 fd fd Self-Assessment 10–20 min fd
[return to top] fd fd
KEY TERMS FD
Marketing research The process of gathering and interpreting data for use in developing, implementing,
fd fd fd fd fd fd fd fd fd fd fd fd fd
and monitoring the firm’s marketing plans.
fd fd fd fd fd fd
[return to top] fd fd
© 2024 Cengage Learning, Inc. All Rights Reserved. May not be scanned, copied or duplicated, or posted
fd fd fd fd fd fd fd fd fd fd fd fd fd fd fd fd
2
to a publicly accessible website, in whole or in part.
fd fd f d fd fd fd fd fd fd fd
, Instructor Manual: Chapter 1: The Role of Marketingfd fd fd fd fd fd fd
Research
fd
WHAT'S NEW IN THIS CHAPTER FD FD FD FD
The following elements are improvements in this chapter from the previous edition:
fd fd fd fd fd fd fd fd fd fd fd
Several new examples to illustrate the role of marketing research include Rovio
fd fd fd fd fd fd fd fd fd fd fd
Entertainment, Starbucks, and the LEGO Group.
fd fd fd fd fd fd
Data in Exhibit 1.3 reflects recent revenue figures for largest U.S. marketing research firms.
fd fd fd fd fd fd fd fd fd fd fd fd fd
Research Window 1.2 has been updated with more recent compensation figures.
fd fd fd fd fd fd fd fd fd fd
[return to top] fd fd
CHAPTER OUTLINE FD
The following outline organizes activities (including any existing discussion questions in PowerPoints or
fd fd fd fd fd fd fd fd fd fd fd fd
other supplements) and assessments by chapter (and therefore by topic), so that you can see how all the
fd fd fd fd fd fd fd fd fd fd fd fd fd fd fd fd fd fd
content relates to the topics covered in the text.
fd fd fd fd fd fd fd fd fd
1-1. The Problem: Marketers Need Information (1-1, PPT Slides 4–9)
fd fd fd fd fd fd fd fd
a. Different companies need different kinds of information. fd fd fd fd fd fd
Information can be gathered in diverse ways. fd fd fd fd fd fd
The goal of marketing is to create exchanges with customers that satisfy the fd fd fd fd fd fd fd fd fd fd fd fd
needs of both customers and marketers. fd fd fd fd fd fd
b. Key elements of marketing managers’ focus: fd fd fd fd fd
The product or service fd fd fd
Price
Placement or channels of distribution fd fd fd fd
Promotion
Tangible elements at point of contact fd fd fd fd fd
Processes and people involved fd fd fd
c. Not all factors in the marketing environment are under a marketer’s control.
fd fd fd fd fd fd fd fd fd fd fd
Exhibit 1.1: The Environments Affecting Marketing fd fd fd fd fd
d. Marketing research is the process of gathering and interpreting data for use in fd fd fd fd fd fd fd fd fd fd fd fd
developing, implementing, and monitoring the firm’s marketing plans.
fd fd fd fd fd fd fd fd
e. Phases of the information management process: fd fd fd fd fd
Specifying what information is needed fd fd fd fd
Gathering relevant data from internal and external sources fd fd fd fd fd fd fd
Analyzing and interpreting data fd fd fd
Communicating results to decision makers fd fd fd fd
f. Another way to look at marketing is to consider how management uses the information:
fd fd fd fd fd fd fd fd fd fd fd fd fd
For planning fd
For problem solving fd fd
For control fd
Exhibit 1.2: Examples of Questions Marketing Research Can Help Answer fd fd fd fd fd fd fd fd fd
g. Knowledge Check 1.1: < 5 minutes total. (PPT Slide 9) fd fd fd fd fd fd fd fd fd
Of the following, which provides the best definition of marketing research?
fd fd fd fd fd fd fd fd fd fd
© 2024 Cengage Learning, Inc. All Rights Reserved. May not be scanned, copied or duplicated, or posted
fd fd fd fd fd fd fd fd fd fd fd fd fd fd fd fd
3
to a publicly accessible website, in whole or in part.
fd fd f d fd fd fd fd fd fd fd
, Instructor Manual: Chapter 1: The Role of Marketing
fd fd fd fd fd fd fd
Research
fd
(a) Creating exchanges with customers that satisfy the needs of both customers and
fd fd fd fd fd fd fd fd fd fd fd
marketers fd
(b) Specifying what information is needed, gathering relevant data, and fd fd fd fd fd fd fd fd
communicating results to decision makers
fd fd fd fd fd
(c) Gathering and interpreting data for use in developing and implementing a firm’s fd fd fd fd fd fd fd fd fd fd fd
marketing plans fd fd
(d) Working behind the scenes to determine market segments and then taking fd fd fd fd fd fd fd fd fd fd
marketing action fd fd
Answer: c—Marketing managers have an urgent need for information—and
fd fd fd fd fd fd fd fd
marketing research is responsible for providing it. Marketing research is the
fd fd fd fd fd fd fd fd fd fd fd
firm’s formal communication link with the environment, which often contains
fd fd fd fd fd fd fd fd fd fd
factors not under an organization’s control.
fd fd fd fd fd fd
1-2. Who Does Marketing Research? (1-2, PPT Slides 10–14)
fd fd fd fd fd fd fd
a. In 1879, advertising agency N. W. Ayers & Sons formalized the practice of
fd fd fd fd fd fd fd fd fd fd fd fd
marketing research by constructing a crude market survey of states’ and counties’
fd fd fd fd fd fd fd fd fd fd fd fd
expected grain production.
fd fd fd
b. Three major categories of firms conduct marketing research:
fd fd fd fd fd fd fd
Producers of products and services fd fd fd fd
Advertising agencies fd
Marketing research companies fd fd
1-2a. Companies That Produce or Sell Products and Services
fd fd fd fd fd fd fd fd
a. When firms could no longer sell all they could produce, they used marketing research
fd fd fd fd fd fd fd fd fd fd fd fd fd
to better gauge market needs and produce accordingly.
fd fd fd fd fd fd fd fd
b. Marketing research departments are common among industrial and consumer
fd fd fd fd fd fd fd fd
manufacturing companies.
fd fd
c. Publishers and broadcasters construct demographic profile data in order to sell
fd fd fd fd fd fd fd fd fd fd
advertising space/time.
fd fd
d. Financial institutions’ research includes forecasting, measuring market potential, market
fd fd fd fd fd fd fd fd
and sales analyses, and so on.
fd fd fd fd fd fd
1-2b. Advertising Agencies
fd fd
a. Much agency research gauges consumer brand awareness and related advertising
fd fd fd fd fd fd fd fd fd
campaigns.
fd
b. They attempt to better understand consumer interest and behavior.
fd fd fd fd fd fd fd fd
1-2 c. Marketing Research Companies
fd fd fd
a. U.S. marketing research is a $47.1 billion industry.
fd fd fd fd fd fd fd
b. Some firms are large, with global reach (see Exhibit 1.3: The 10 Largest
fd fd fd fd fd fd fd fd fd fd fd fd
Marketing Research Firms in the United States), and may provide:
fd fd fd fd fd fd fd fd fd fd
Standardized or syndicated research. fd fd fd
Information regularly collected and then sold to clients. fd fd fd fd fd fd fd
Custom-designed research. fd
c. Other organizations that provide or conduct marketing research include government
fd fd fd fd fd fd fd fd fd
agencies, trade associations, and universities.
fd fd fd fd fd
d. Discussion Activity: 10–20 minutes total. (PPT Slides 13–14) fd fd fd fd fd fd fd
© 2024 Cengage Learning, Inc. All Rights Reserved. May not be scanned, copied or duplicated, or posted
fd fd fd fd fd fd fd fd fd fd fd fd fd fd fd fd
4
to a publicly accessible website, in whole or in part.
fd fd f d fd fd fd fd fd fd fd
fd fd fd fd fd fd fd fd fd fd fd fd fd fd
Churchill
fd
SOLUTION MANUAL FOR fd fd
Basic Marketing Research 10th Edition Tom J. Brown, Tracy A. Suter, Gilbert A. Churchill
fd fd fd fd fd fd fd fd fd fd fd fd fd
Chapter 1-20 fd
Chapter 1: The Role of Marketing Research
fd fd fd fd fd fd
TABLE OF CONTENTS FD FD
Purpose and Perspective of the Chapter ................................................................................................ 2
fd fd fd fd fd
Chapter Objectives .................................................................................................................................. 2
fd
Complete List of Chapter Activities and Assessments ........................................................................... 2
fd fd fd fd fd fd
Key Terms ................................................................................................................................................ 2
fd
What's New in This Chapter .................................................................................................................. 3
fd fd fd fd
Chapter Outline ....................................................................................................................................... 3
fd
Review Questions ..................................................................................................................................... 6
fd
Additional Insights and Activities ........................................................................................................... 7
fd fd fd
© 2024 Cengage Learning, Inc. All Rights Reserved. May not be scanned, copied or duplicated, or posted
fd fd fd fd fd fd fd fd fd fd fd fd fd fd fd fd
1
to a publicly accessible website, in whole or in part.
fd fd f d fd fd fd fd fd fd fd
, Instructor Manual: Chapter 1: The Role of Marketing
fd fd fd fd fd fd fd
Research
fd
PURPOSE AND PERSPECTIVE OF THE CHAPTER FD FD FD FD FD
The purpose of this chapter is to introduce marketing research as a much broader and more common
fd fd fd fd fd fd fd fd fd fd fd fd fd fd fd fd
activity than many people realize. In this chapter, we begin with the definition of marketing research
fd fd fd fd fd fd fd fd fd fd fd fd fd fd fd fd
before moving on to discuss the different types of firms that conduct marketing research. The variety of
fd fd fd fd fd fd fd fd fd fd fd fd fd fd fd fd fd
firms conducting research leads naturally into a brief introduction of the jobs in marketing research and
fd fd fd fd fd fd fd fd fd fd fd fd fd fd fd fd
the skills needed. The chapter concludes with the reasons anyone can benefit from a better understanding
fd fd fd fd fd fd fd fd fd fd fd fd fd fd fd fd
of marketing research.
fd fd fd
CHAPTER OBJECTIVES FD
The following objectives are addressed in this chapter:
fd fd fd fd fd fd fd
fd 1-1 Define marketing research. fd fd
1-2 Discuss different kinds of firms that conduct marketing research.
fd fd fd fd fd fd fd fd
fd 1-3 List at least three different types of jobs in marketing research.
fd fd fd fd fd fd fd fd fd fd
1-4 List three reasons for studying marketing research.
fd fd fd fd fd fd
COMPLETE LIST OF CHAPTER ACTIVITIES AND ASSESSMENTS FD FD FD FD FD FD
The following table organizes activities and assessments by objective, so that you can see how all this
fd fd fd fd fd fd fd fd fd fd fd fd fd fd fd fd
content relates to objectives and make decisions about which content you would like to emphasize in
fd fd fd fd fd fd fd fd fd fd fd fd fd fd fd fd
your class based on your objectives. For additional guidance, refer to the Teaching Online Guide.
fd fd fd fd fd fd fd fd fd fd fd fd fd fd fd
Chapter PPT slide fd Activity/Assessment Duration
Objective
1-1 PPT slide 9 fd fd Knowledge Check 1.1 fd fd < 5 min
fd fd
1-2 PPT slides 13–14 fd fd Discussion Activity fd 10–20 min fd
1-3 PPT slide 18 fd fd Group Activity fd 15–30 min fd
1-4 PPT slide 21 fd fd Polling Activity fd 5–10 min fd
1-1–1-4 PPT slide 22 fd fd Self-Assessment 10–20 min fd
[return to top] fd fd
KEY TERMS FD
Marketing research The process of gathering and interpreting data for use in developing, implementing,
fd fd fd fd fd fd fd fd fd fd fd fd fd
and monitoring the firm’s marketing plans.
fd fd fd fd fd fd
[return to top] fd fd
© 2024 Cengage Learning, Inc. All Rights Reserved. May not be scanned, copied or duplicated, or posted
fd fd fd fd fd fd fd fd fd fd fd fd fd fd fd fd
2
to a publicly accessible website, in whole or in part.
fd fd f d fd fd fd fd fd fd fd
, Instructor Manual: Chapter 1: The Role of Marketingfd fd fd fd fd fd fd
Research
fd
WHAT'S NEW IN THIS CHAPTER FD FD FD FD
The following elements are improvements in this chapter from the previous edition:
fd fd fd fd fd fd fd fd fd fd fd
Several new examples to illustrate the role of marketing research include Rovio
fd fd fd fd fd fd fd fd fd fd fd
Entertainment, Starbucks, and the LEGO Group.
fd fd fd fd fd fd
Data in Exhibit 1.3 reflects recent revenue figures for largest U.S. marketing research firms.
fd fd fd fd fd fd fd fd fd fd fd fd fd
Research Window 1.2 has been updated with more recent compensation figures.
fd fd fd fd fd fd fd fd fd fd
[return to top] fd fd
CHAPTER OUTLINE FD
The following outline organizes activities (including any existing discussion questions in PowerPoints or
fd fd fd fd fd fd fd fd fd fd fd fd
other supplements) and assessments by chapter (and therefore by topic), so that you can see how all the
fd fd fd fd fd fd fd fd fd fd fd fd fd fd fd fd fd fd
content relates to the topics covered in the text.
fd fd fd fd fd fd fd fd fd
1-1. The Problem: Marketers Need Information (1-1, PPT Slides 4–9)
fd fd fd fd fd fd fd fd
a. Different companies need different kinds of information. fd fd fd fd fd fd
Information can be gathered in diverse ways. fd fd fd fd fd fd
The goal of marketing is to create exchanges with customers that satisfy the fd fd fd fd fd fd fd fd fd fd fd fd
needs of both customers and marketers. fd fd fd fd fd fd
b. Key elements of marketing managers’ focus: fd fd fd fd fd
The product or service fd fd fd
Price
Placement or channels of distribution fd fd fd fd
Promotion
Tangible elements at point of contact fd fd fd fd fd
Processes and people involved fd fd fd
c. Not all factors in the marketing environment are under a marketer’s control.
fd fd fd fd fd fd fd fd fd fd fd
Exhibit 1.1: The Environments Affecting Marketing fd fd fd fd fd
d. Marketing research is the process of gathering and interpreting data for use in fd fd fd fd fd fd fd fd fd fd fd fd
developing, implementing, and monitoring the firm’s marketing plans.
fd fd fd fd fd fd fd fd
e. Phases of the information management process: fd fd fd fd fd
Specifying what information is needed fd fd fd fd
Gathering relevant data from internal and external sources fd fd fd fd fd fd fd
Analyzing and interpreting data fd fd fd
Communicating results to decision makers fd fd fd fd
f. Another way to look at marketing is to consider how management uses the information:
fd fd fd fd fd fd fd fd fd fd fd fd fd
For planning fd
For problem solving fd fd
For control fd
Exhibit 1.2: Examples of Questions Marketing Research Can Help Answer fd fd fd fd fd fd fd fd fd
g. Knowledge Check 1.1: < 5 minutes total. (PPT Slide 9) fd fd fd fd fd fd fd fd fd
Of the following, which provides the best definition of marketing research?
fd fd fd fd fd fd fd fd fd fd
© 2024 Cengage Learning, Inc. All Rights Reserved. May not be scanned, copied or duplicated, or posted
fd fd fd fd fd fd fd fd fd fd fd fd fd fd fd fd
3
to a publicly accessible website, in whole or in part.
fd fd f d fd fd fd fd fd fd fd
, Instructor Manual: Chapter 1: The Role of Marketing
fd fd fd fd fd fd fd
Research
fd
(a) Creating exchanges with customers that satisfy the needs of both customers and
fd fd fd fd fd fd fd fd fd fd fd
marketers fd
(b) Specifying what information is needed, gathering relevant data, and fd fd fd fd fd fd fd fd
communicating results to decision makers
fd fd fd fd fd
(c) Gathering and interpreting data for use in developing and implementing a firm’s fd fd fd fd fd fd fd fd fd fd fd
marketing plans fd fd
(d) Working behind the scenes to determine market segments and then taking fd fd fd fd fd fd fd fd fd fd
marketing action fd fd
Answer: c—Marketing managers have an urgent need for information—and
fd fd fd fd fd fd fd fd
marketing research is responsible for providing it. Marketing research is the
fd fd fd fd fd fd fd fd fd fd fd
firm’s formal communication link with the environment, which often contains
fd fd fd fd fd fd fd fd fd fd
factors not under an organization’s control.
fd fd fd fd fd fd
1-2. Who Does Marketing Research? (1-2, PPT Slides 10–14)
fd fd fd fd fd fd fd
a. In 1879, advertising agency N. W. Ayers & Sons formalized the practice of
fd fd fd fd fd fd fd fd fd fd fd fd
marketing research by constructing a crude market survey of states’ and counties’
fd fd fd fd fd fd fd fd fd fd fd fd
expected grain production.
fd fd fd
b. Three major categories of firms conduct marketing research:
fd fd fd fd fd fd fd
Producers of products and services fd fd fd fd
Advertising agencies fd
Marketing research companies fd fd
1-2a. Companies That Produce or Sell Products and Services
fd fd fd fd fd fd fd fd
a. When firms could no longer sell all they could produce, they used marketing research
fd fd fd fd fd fd fd fd fd fd fd fd fd
to better gauge market needs and produce accordingly.
fd fd fd fd fd fd fd fd
b. Marketing research departments are common among industrial and consumer
fd fd fd fd fd fd fd fd
manufacturing companies.
fd fd
c. Publishers and broadcasters construct demographic profile data in order to sell
fd fd fd fd fd fd fd fd fd fd
advertising space/time.
fd fd
d. Financial institutions’ research includes forecasting, measuring market potential, market
fd fd fd fd fd fd fd fd
and sales analyses, and so on.
fd fd fd fd fd fd
1-2b. Advertising Agencies
fd fd
a. Much agency research gauges consumer brand awareness and related advertising
fd fd fd fd fd fd fd fd fd
campaigns.
fd
b. They attempt to better understand consumer interest and behavior.
fd fd fd fd fd fd fd fd
1-2 c. Marketing Research Companies
fd fd fd
a. U.S. marketing research is a $47.1 billion industry.
fd fd fd fd fd fd fd
b. Some firms are large, with global reach (see Exhibit 1.3: The 10 Largest
fd fd fd fd fd fd fd fd fd fd fd fd
Marketing Research Firms in the United States), and may provide:
fd fd fd fd fd fd fd fd fd fd
Standardized or syndicated research. fd fd fd
Information regularly collected and then sold to clients. fd fd fd fd fd fd fd
Custom-designed research. fd
c. Other organizations that provide or conduct marketing research include government
fd fd fd fd fd fd fd fd fd
agencies, trade associations, and universities.
fd fd fd fd fd
d. Discussion Activity: 10–20 minutes total. (PPT Slides 13–14) fd fd fd fd fd fd fd
© 2024 Cengage Learning, Inc. All Rights Reserved. May not be scanned, copied or duplicated, or posted
fd fd fd fd fd fd fd fd fd fd fd fd fd fd fd fd
4
to a publicly accessible website, in whole or in part.
fd fd f d fd fd fd fd fd fd fd
