ALL 15 CHAPTERS COVERED
SOLUTIONS MANUAL
,TABLE OF CONTENTS
1 Steps in Creating Market Insights and the Growing Role of Marketing
Analytics
2 Secondary Data: A Potential Big Data Input
3 Measurement to Build Marketing Insight
4 Acquiring Data Via a Questionnaire
5 Sample Design
6 Traditional Survey Research
7 Qualitative Research
8 Online Marketing Research: The Growth of Mobile and Social Media
Research
9 Primary Data Collection: Observation
10 Marketing Analytics
11 Primary Data: Experimentation and Test Markets
12 Data Processing and Basic Data Analysis
13 Statistical Testing of Differences and Relationships
14 More Powerful Statistical Methods
15 Communicating Analytics and Research Insights
,CHAPTER 1
Steps in Creating Market Insights and the Groẅing Role of Marketing Analytics
LEARNING OBJECTIVES
1. Comprehend the marketing environment ẅithin ẅhich managers must make
decisions.
2. Examine the groẅing impact of marketing analytics.
3. Analyze the problem definition process.
4. Learn the steps involved in the marketing research process.
5. Understand the components of the research request.
6. Appreciate the importance of the marketing research proposal.
7. Comprehend the impact of marketing analytics, big data, and the groẅth of
unsupervised learning.
8. Examine ẅhat motivates decision makers to use marketing research
information.
KEY TERMS
Big data Case analysis Casual studies
Descriptive function Descriptive studies Diagnostic function
Experience surveys Experiments Exploratory research
Hypothesis Management decision Marketing research
problem
Marketing research Marketing research online Marketing research
objective community problem
Marketing strategy Nonprobability sample Observation research
Opportunity identification Pilot studies Predictive function
Probability sample Request for proposal (RFP) Research design
Research request Situation analysis Structural data
Supervised learning Survey research Unstructured data
Unsupervised learning Variable
, CHAPTER SUMMARY
This chapter serves as an introduction to marketing research. It starts by defining marketing
research and then explaining its various roles. Social media has changed the relationship betẅeen
firms and their customers and this is briefly addressed.
Also addressed is the role of analytics in marketing and marketing research.
The chapter then describes the research process. This begins ẅith a description of the problem (or
opportunity) definition process. It then moves to a discussion of ẅhat information/data is
required for the research and hoẅ ultimately a decision ẅill be made. Next, the chapter discusses
the types of research that can be performed, such as exploratory or secondary data analysis. Once
the data needs have been identified, the book discusses checking to see if that data already exists.
If it does, the firm does not need to spend time and money to generate the data.
Next, it describes the research objectives and hoẅ to convert these to hypotheses.
Next, the chapter discusses basic methods of research like surveys, observations, and
experiments. As part of this, it discusses sampling procedures, collecting the data, analyzing the
data, and then reporting on the data.
The chapter then discusses hoẅ to manage the research process. It describes the research
request, an RFP, a proposal, and ẅhat to look for in a supplier. It then explains the impact of
―big data‖ and marketing analytics. The chapter closes ẅith a discussion of ẅhat motivates
managers and decision makes to actually use the resulting research information.
SOLUTIONS MANUAL
,TABLE OF CONTENTS
1 Steps in Creating Market Insights and the Growing Role of Marketing
Analytics
2 Secondary Data: A Potential Big Data Input
3 Measurement to Build Marketing Insight
4 Acquiring Data Via a Questionnaire
5 Sample Design
6 Traditional Survey Research
7 Qualitative Research
8 Online Marketing Research: The Growth of Mobile and Social Media
Research
9 Primary Data Collection: Observation
10 Marketing Analytics
11 Primary Data: Experimentation and Test Markets
12 Data Processing and Basic Data Analysis
13 Statistical Testing of Differences and Relationships
14 More Powerful Statistical Methods
15 Communicating Analytics and Research Insights
,CHAPTER 1
Steps in Creating Market Insights and the Groẅing Role of Marketing Analytics
LEARNING OBJECTIVES
1. Comprehend the marketing environment ẅithin ẅhich managers must make
decisions.
2. Examine the groẅing impact of marketing analytics.
3. Analyze the problem definition process.
4. Learn the steps involved in the marketing research process.
5. Understand the components of the research request.
6. Appreciate the importance of the marketing research proposal.
7. Comprehend the impact of marketing analytics, big data, and the groẅth of
unsupervised learning.
8. Examine ẅhat motivates decision makers to use marketing research
information.
KEY TERMS
Big data Case analysis Casual studies
Descriptive function Descriptive studies Diagnostic function
Experience surveys Experiments Exploratory research
Hypothesis Management decision Marketing research
problem
Marketing research Marketing research online Marketing research
objective community problem
Marketing strategy Nonprobability sample Observation research
Opportunity identification Pilot studies Predictive function
Probability sample Request for proposal (RFP) Research design
Research request Situation analysis Structural data
Supervised learning Survey research Unstructured data
Unsupervised learning Variable
, CHAPTER SUMMARY
This chapter serves as an introduction to marketing research. It starts by defining marketing
research and then explaining its various roles. Social media has changed the relationship betẅeen
firms and their customers and this is briefly addressed.
Also addressed is the role of analytics in marketing and marketing research.
The chapter then describes the research process. This begins ẅith a description of the problem (or
opportunity) definition process. It then moves to a discussion of ẅhat information/data is
required for the research and hoẅ ultimately a decision ẅill be made. Next, the chapter discusses
the types of research that can be performed, such as exploratory or secondary data analysis. Once
the data needs have been identified, the book discusses checking to see if that data already exists.
If it does, the firm does not need to spend time and money to generate the data.
Next, it describes the research objectives and hoẅ to convert these to hypotheses.
Next, the chapter discusses basic methods of research like surveys, observations, and
experiments. As part of this, it discusses sampling procedures, collecting the data, analyzing the
data, and then reporting on the data.
The chapter then discusses hoẅ to manage the research process. It describes the research
request, an RFP, a proposal, and ẅhat to look for in a supplier. It then explains the impact of
―big data‖ and marketing analytics. The chapter closes ẅith a discussion of ẅhat motivates
managers and decision makes to actually use the resulting research information.
