InstructorcManual:cBasiccMarketingcResearchc10thcEditioncTomcJ.cBrown,cTracycA.cSuter,cGilbertcA.cChurchill
SOLUTION MANUAL FOR c c
BasiccMarketingcResearchc10thcEditioncTomcJ.cBrown,cTracycA.cSuter,cGilbertcA.cChurchill
Chapterc1-20
Chapterc1:cThecRolecofcMarketingcResearch
TABLE OF CONTENTSC C
PurposecandcPerspectivecofcthecChapter .................................................................................................... 2
ChaptercObjectives ...................................................................................................................................... 2
CompletecListcofcChaptercActivitiescandcAssessments............................................................................... 2
KeycTerms .................................................................................................................................................... 2
What'scNewcincThiscChapter ....................................................................................................................... 3
ChaptercOutline ........................................................................................................................................... 3
ReviewcQuestions ......................................................................................................................................... 6
AdditionalcInsightscandcActivities............................................................................................................... 7
©c2024cCengagecLearning,cInc.cAllcRightscReserved.cMaycnotcbecscanned,ccopiedcorcduplicated,corcpostedctoc 1
ac publiclycaccessiblecwebsite,cincwholecorcincpart.
, InstructorcManual:cChapterc1:cThecRolecofcMarketingcResearch
PURPOSE AND PERSPECTIVE OF THE CHAPTER
C C C C C
cThecpurposecofcthiscchaptercisctocintroducecmarketingcresearchcascacmuchcbroadercandcmoreccommoncactivit
ycthancmanycpeoplecrealize.cIncthiscchapter,cwecbegincwithcthecdefinitioncofcmarketingcresearchcbeforecmovi
ngconctocdiscusscthecdifferentctypescofcfirmscthatcconductcmarketingcresearch.cThecvarietycofcfirmscconductin
gcresearchcleadscnaturallycintocacbriefcintroductioncofcthecjobscincmarketingcresearchcandcthecskillscneeded.cT
hecchaptercconcludescwithcthecreasonscanyoneccancbenefitcfromcacbettercunderstandingcofcmarketingcresearch
.
CHAPTER OBJECTIVES C
Thecfollowingcobjectivescarecaddressedcincthiscchapter:c
1-1 Definecmarketingcresearch.
1-2
Discusscdifferentckindscofcfirmscthatcconductcmarketingcresearch.c
1-3 Listcatcleastcthreecdifferentctypescofcjobscincmarketingcresearch.
1-4 Listcthreecreasonscforcstudyingcmarketingcresearch.
COMPLETE LIST OF CHAPTER ACTIVITIES AND ASSESSMENTS
C C C C C C
Thecfollowingctablecorganizescactivitiescandcassessmentscbycobjective,csocthatcyouccancseechowcallcthiscconte
ntcrelatesctocobjectivescandcmakecdecisionscaboutcwhichccontentcyoucwouldclikectocemphasizecincyourcclasscb
asedconcyourcobjectives.cForcadditionalcguidance,creferctocthecTeachingcOnlinecGuide.
Chapter PPTcslide Activity/Assessment Duration
Objective
1-1 PPTcslidec9 KnowledgecCheckc1.1 <c5cmin
1-2 PPTcslidesc13–14 DiscussioncActivity 10–20cmin
1-3 PPTcslidec18 GroupcActivity 15–30cmin
1-4 PPTcslidec21 PollingcActivity 5–10cmin
1-1–1-4 PPTcslidec22 Self-Assessment 10–20cmin
[returnctoctop]
KEY TERMS C
MarketingcresearchcThecprocesscofcgatheringcandcinterpretingcdatacforcusecincdeveloping,cimplementing,ca
ndcmonitoringcthecfirm’scmarketingcplans.
[returnctoctop]
2
, InstructorcManual:cChapterc1:cThecRolecofcMarketingcResearch
WHAT'S NEW IN THIS CHAPTER
C C C C
Thecfollowingcelementscarecimprovementscincthiscchaptercfromcthecpreviouscedition:
SeveralcnewcexamplesctocillustratecthecrolecofcmarketingcresearchcincludecRovioc
Entertainment,cStarbucks,candcthecLEGOcGroup.
DatacincExhibitc1.3creflectscrecentcrevenuecfigurescforclargestcU.S.cmarketingcresearchcfirms.
ResearchcWindowc1.2chascbeencupdatedcwithcmorecrecentccompensationcfigures.
[returnctoctop]
CHAPTER OUTLINE C
Thecfollowingcoutlinecorganizescactivitiesc(includingcanycexistingcdiscussioncquestionscincPowerPointscorcot
hercsupplements)candcassessmentscbycchapterc(andcthereforecbyctopic),csocthatcyouccancseechowcallcthecconte
ntcrelatesctocthectopicsccoveredcincthectext.
1-1. ThecProblem:cMarketerscNeedcInformationc(1-1,cPPTcSlidesc4–9)
a. Differentccompaniescneedcdifferentckindscofcinformation.
Informationccancbecgatheredcincdiversecways.
Thecgoalcofcmarketingcisctoccreatecexchangescwithccustomerscthatcsatisfycthecn
eedscofcbothccustomerscandcmarketers.
b. Keycelementscofcmarketingcmanagers’cfocus:
Thecproductcorcservice
Price
Placementcorcchannelscofcdistribution
Promotion
Tangiblecelementscatcpointcofccontact
Processescandcpeoplecinvolved
c. Notcallcfactorscincthecmarketingcenvironmentcarecundercacmarketer’sccontrol.
Exhibitc1.1:cThecEnvironmentscAffectingcMarketing
d. Marketingcresearchciscthecprocesscofcgatheringcandcinterpretingcdatacforcusecincd
eveloping,cimplementing,candcmonitoringcthecfirm’scmarketingcplans.
e. Phasescofcthecinformationcmanagementcprocess:
Specifyingcwhatcinformationciscneeded
Gatheringcrelevantcdatacfromcinternalcandcexternalcsources
Analyzingcandcinterpretingcdata
Communicatingcresultsctocdecisioncmakers
f. Anothercwayctoclookcatcmarketingcisctocconsiderchowcmanagementcusescthecinformation:
Forcplanning
Forcproblemcsolving
Forccontrol
Exhibitc1.2:cExamplescofcQuestionscMarketingcResearchcCancHelpcAnswer
g. KnowledgecCheckc1.1:c<c5cminutesctotal.c(PPTcSlidec9)
Ofcthecfollowing,cwhichcprovidescthecbestcdefinitioncofcmarketingcresearch?
3
, InstructorcManual:cChapterc1:cThecRolecofcMarketingcResearch
(a) Creatingcexchangescwithccustomerscthatcsatisfycthecneedscofcbothccustomerscandc
marketers
(b) Specifyingcwhatcinformationciscneeded,cgatheringcrelevantcdata,candc
communicatingcresultsctocdecisioncmakers
(c) Gatheringcandcinterpretingcdatacforcusecincdevelopingcandcimplementingcacfirm’sc
marketingcplans
(d) Workingcbehindcthecscenesctocdeterminecmarketcsegmentscandcthenctakingc
marketingcaction
Answer:cc—Marketingcmanagerschavecancurgentcneedcforcinformation—
andcmarketingcresearchciscresponsiblecforcprovidingcit.cMarketingcresearchciscthecfir
m’scformalccommunicationclinkcwithcthecenvironment,cwhichcoftenccontainscfactorsc
notcundercancorganization’sccontrol.
1-2. WhocDoescMarketingcResearch?c(1-2,cPPTcSlidesc10–14)
a. Inc1879,cadvertisingcagencycN.cW.cAyersc&cSonscformalizedcthecpracticecofcmarketingcr
esearchcbycconstructingcaccrudecmarketcsurveycofcstates’candccounties’cexpectedcgraincpr
oduction.
b. Threecmajorccategoriescofcfirmscconductcmarketingcresearch:
Producerscofcproductscandcservices
Advertisingcagencies
Marketingcresearchccompanies
1-2a.cCompaniescThatcProducecorcSellcProductscandcServices
a. Whencfirmsccouldcnoclongercsellcallctheyccouldcproduce,ctheycusedcmarketingcresearchctocb
ettercgaugecmarketcneedscandcproducecaccordingly.
b. Marketingcresearchcdepartmentscareccommoncamongcindustrialcandcconsumerc
manufacturingccompanies.
c. Publisherscandcbroadcasterscconstructcdemographiccprofilecdatacincorderctocsellca
dvertisingcspace/time.
d. Financialcinstitutions’cresearchcincludescforecasting,cmeasuringcmarketcpotential,cmarketc
andcsalescanalyses,candcsocon.
1-2b.cAdvertisingcAgencies
a. Muchcagencycresearchcgaugescconsumercbrandcawarenesscandcrelatedcadvertisingcc
ampaigns.
b. Theycattemptctocbettercunderstandcconsumercinterestcandcbehavior.
1-2 c.cMarketingcResearchcCompanies
a. U.S.cmarketingcresearchciscac$47.1cbillioncindustry.
b. Somecfirmscareclarge,cwithcglobalcreachc(seecExhibitc1.3:cThec10cLargestcMarketingc
ResearchcFirmscincthecUnitedcStates),candcmaycprovide:
Standardizedcorcsyndicatedcresearch.
Informationcregularlyccollectedcandcthencsoldctocclients.
Custom-designedcresearch.
c. Othercorganizationscthatcprovidecorcconductcmarketingcresearchcincludecgovernmentc
agencies,ctradecassociations,candcuniversities.
d. DiscussioncActivity:c10–20cminutesctotal.c(PPTcSlidesc13–14)
4
SOLUTION MANUAL FOR c c
BasiccMarketingcResearchc10thcEditioncTomcJ.cBrown,cTracycA.cSuter,cGilbertcA.cChurchill
Chapterc1-20
Chapterc1:cThecRolecofcMarketingcResearch
TABLE OF CONTENTSC C
PurposecandcPerspectivecofcthecChapter .................................................................................................... 2
ChaptercObjectives ...................................................................................................................................... 2
CompletecListcofcChaptercActivitiescandcAssessments............................................................................... 2
KeycTerms .................................................................................................................................................... 2
What'scNewcincThiscChapter ....................................................................................................................... 3
ChaptercOutline ........................................................................................................................................... 3
ReviewcQuestions ......................................................................................................................................... 6
AdditionalcInsightscandcActivities............................................................................................................... 7
©c2024cCengagecLearning,cInc.cAllcRightscReserved.cMaycnotcbecscanned,ccopiedcorcduplicated,corcpostedctoc 1
ac publiclycaccessiblecwebsite,cincwholecorcincpart.
, InstructorcManual:cChapterc1:cThecRolecofcMarketingcResearch
PURPOSE AND PERSPECTIVE OF THE CHAPTER
C C C C C
cThecpurposecofcthiscchaptercisctocintroducecmarketingcresearchcascacmuchcbroadercandcmoreccommoncactivit
ycthancmanycpeoplecrealize.cIncthiscchapter,cwecbegincwithcthecdefinitioncofcmarketingcresearchcbeforecmovi
ngconctocdiscusscthecdifferentctypescofcfirmscthatcconductcmarketingcresearch.cThecvarietycofcfirmscconductin
gcresearchcleadscnaturallycintocacbriefcintroductioncofcthecjobscincmarketingcresearchcandcthecskillscneeded.cT
hecchaptercconcludescwithcthecreasonscanyoneccancbenefitcfromcacbettercunderstandingcofcmarketingcresearch
.
CHAPTER OBJECTIVES C
Thecfollowingcobjectivescarecaddressedcincthiscchapter:c
1-1 Definecmarketingcresearch.
1-2
Discusscdifferentckindscofcfirmscthatcconductcmarketingcresearch.c
1-3 Listcatcleastcthreecdifferentctypescofcjobscincmarketingcresearch.
1-4 Listcthreecreasonscforcstudyingcmarketingcresearch.
COMPLETE LIST OF CHAPTER ACTIVITIES AND ASSESSMENTS
C C C C C C
Thecfollowingctablecorganizescactivitiescandcassessmentscbycobjective,csocthatcyouccancseechowcallcthiscconte
ntcrelatesctocobjectivescandcmakecdecisionscaboutcwhichccontentcyoucwouldclikectocemphasizecincyourcclasscb
asedconcyourcobjectives.cForcadditionalcguidance,creferctocthecTeachingcOnlinecGuide.
Chapter PPTcslide Activity/Assessment Duration
Objective
1-1 PPTcslidec9 KnowledgecCheckc1.1 <c5cmin
1-2 PPTcslidesc13–14 DiscussioncActivity 10–20cmin
1-3 PPTcslidec18 GroupcActivity 15–30cmin
1-4 PPTcslidec21 PollingcActivity 5–10cmin
1-1–1-4 PPTcslidec22 Self-Assessment 10–20cmin
[returnctoctop]
KEY TERMS C
MarketingcresearchcThecprocesscofcgatheringcandcinterpretingcdatacforcusecincdeveloping,cimplementing,ca
ndcmonitoringcthecfirm’scmarketingcplans.
[returnctoctop]
2
, InstructorcManual:cChapterc1:cThecRolecofcMarketingcResearch
WHAT'S NEW IN THIS CHAPTER
C C C C
Thecfollowingcelementscarecimprovementscincthiscchaptercfromcthecpreviouscedition:
SeveralcnewcexamplesctocillustratecthecrolecofcmarketingcresearchcincludecRovioc
Entertainment,cStarbucks,candcthecLEGOcGroup.
DatacincExhibitc1.3creflectscrecentcrevenuecfigurescforclargestcU.S.cmarketingcresearchcfirms.
ResearchcWindowc1.2chascbeencupdatedcwithcmorecrecentccompensationcfigures.
[returnctoctop]
CHAPTER OUTLINE C
Thecfollowingcoutlinecorganizescactivitiesc(includingcanycexistingcdiscussioncquestionscincPowerPointscorcot
hercsupplements)candcassessmentscbycchapterc(andcthereforecbyctopic),csocthatcyouccancseechowcallcthecconte
ntcrelatesctocthectopicsccoveredcincthectext.
1-1. ThecProblem:cMarketerscNeedcInformationc(1-1,cPPTcSlidesc4–9)
a. Differentccompaniescneedcdifferentckindscofcinformation.
Informationccancbecgatheredcincdiversecways.
Thecgoalcofcmarketingcisctoccreatecexchangescwithccustomerscthatcsatisfycthecn
eedscofcbothccustomerscandcmarketers.
b. Keycelementscofcmarketingcmanagers’cfocus:
Thecproductcorcservice
Price
Placementcorcchannelscofcdistribution
Promotion
Tangiblecelementscatcpointcofccontact
Processescandcpeoplecinvolved
c. Notcallcfactorscincthecmarketingcenvironmentcarecundercacmarketer’sccontrol.
Exhibitc1.1:cThecEnvironmentscAffectingcMarketing
d. Marketingcresearchciscthecprocesscofcgatheringcandcinterpretingcdatacforcusecincd
eveloping,cimplementing,candcmonitoringcthecfirm’scmarketingcplans.
e. Phasescofcthecinformationcmanagementcprocess:
Specifyingcwhatcinformationciscneeded
Gatheringcrelevantcdatacfromcinternalcandcexternalcsources
Analyzingcandcinterpretingcdata
Communicatingcresultsctocdecisioncmakers
f. Anothercwayctoclookcatcmarketingcisctocconsiderchowcmanagementcusescthecinformation:
Forcplanning
Forcproblemcsolving
Forccontrol
Exhibitc1.2:cExamplescofcQuestionscMarketingcResearchcCancHelpcAnswer
g. KnowledgecCheckc1.1:c<c5cminutesctotal.c(PPTcSlidec9)
Ofcthecfollowing,cwhichcprovidescthecbestcdefinitioncofcmarketingcresearch?
3
, InstructorcManual:cChapterc1:cThecRolecofcMarketingcResearch
(a) Creatingcexchangescwithccustomerscthatcsatisfycthecneedscofcbothccustomerscandc
marketers
(b) Specifyingcwhatcinformationciscneeded,cgatheringcrelevantcdata,candc
communicatingcresultsctocdecisioncmakers
(c) Gatheringcandcinterpretingcdatacforcusecincdevelopingcandcimplementingcacfirm’sc
marketingcplans
(d) Workingcbehindcthecscenesctocdeterminecmarketcsegmentscandcthenctakingc
marketingcaction
Answer:cc—Marketingcmanagerschavecancurgentcneedcforcinformation—
andcmarketingcresearchciscresponsiblecforcprovidingcit.cMarketingcresearchciscthecfir
m’scformalccommunicationclinkcwithcthecenvironment,cwhichcoftenccontainscfactorsc
notcundercancorganization’sccontrol.
1-2. WhocDoescMarketingcResearch?c(1-2,cPPTcSlidesc10–14)
a. Inc1879,cadvertisingcagencycN.cW.cAyersc&cSonscformalizedcthecpracticecofcmarketingcr
esearchcbycconstructingcaccrudecmarketcsurveycofcstates’candccounties’cexpectedcgraincpr
oduction.
b. Threecmajorccategoriescofcfirmscconductcmarketingcresearch:
Producerscofcproductscandcservices
Advertisingcagencies
Marketingcresearchccompanies
1-2a.cCompaniescThatcProducecorcSellcProductscandcServices
a. Whencfirmsccouldcnoclongercsellcallctheyccouldcproduce,ctheycusedcmarketingcresearchctocb
ettercgaugecmarketcneedscandcproducecaccordingly.
b. Marketingcresearchcdepartmentscareccommoncamongcindustrialcandcconsumerc
manufacturingccompanies.
c. Publisherscandcbroadcasterscconstructcdemographiccprofilecdatacincorderctocsellca
dvertisingcspace/time.
d. Financialcinstitutions’cresearchcincludescforecasting,cmeasuringcmarketcpotential,cmarketc
andcsalescanalyses,candcsocon.
1-2b.cAdvertisingcAgencies
a. Muchcagencycresearchcgaugescconsumercbrandcawarenesscandcrelatedcadvertisingcc
ampaigns.
b. Theycattemptctocbettercunderstandcconsumercinterestcandcbehavior.
1-2 c.cMarketingcResearchcCompanies
a. U.S.cmarketingcresearchciscac$47.1cbillioncindustry.
b. Somecfirmscareclarge,cwithcglobalcreachc(seecExhibitc1.3:cThec10cLargestcMarketingc
ResearchcFirmscincthecUnitedcStates),candcmaycprovide:
Standardizedcorcsyndicatedcresearch.
Informationcregularlyccollectedcandcthencsoldctocclients.
Custom-designedcresearch.
c. Othercorganizationscthatcprovidecorcconductcmarketingcresearchcincludecgovernmentc
agencies,ctradecassociations,candcuniversities.
d. DiscussioncActivity:c10–20cminutesctotal.c(PPTcSlidesc13–14)
4
