Solution manual for marketing research an applied orientation 7th edition naresh malhotra

Instructor‘sManualfor b b




MarketingResearch:An
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AppliedOrientation
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NareshK. Malhotra
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MarketingResearch: b




AnAppliedOrientation
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SeventhEdition
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NareshK.Malhotra
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NewYork, NY
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,
,PartI: IntroductionandEarly PhasesofMarketing
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Research
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Chapter1 b




INTRODUCTIONTOMARKETINGRESEARCH b b b




FIGURESANDTABLES b b




Figures
Figure 1.1 b AClassificationofMarketingResearch
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bFigure 1.2 b The Role of Marketing Research
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Figure 1.3 b Marketing ResearchSuppliers and Services b b b b




Tables
Table1.1b ProblemSolving Research b b




Table1.2b Top25 Global. Market Research Firms
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Table1.3b AnOverview ofEthicalIssues inthe Marketing and Research Process
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CHAPTEROBJECTIVES b




1.1. Define marketing researchanddistinguishbetweenproblemidentificationandproblem-
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bsolving research. b




1.2. Describe a framework forconducting marketing researchas wellas the sixsteps ofthe
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bmarketing research process. b b




Copyright©2019Pearson Education,Inc. b b b b b




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, 1.3. Understand the natureand scopeofmarketing researchand itsrole indesigning and b b b b b b b b b b b b b




bimplementing successful marketing programs. b b b




1.4. Explainhowthe decisionto conduct marketing research is made. b b b b b b b b b




1.5. Discussthemarketing research industryand types and rolesofresearchsuppliers,
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bincluding internal and external, full-service, and limited-service suppliers. b b b b b b b




1.6. Describecareersavailable inmarketingresearchandthebackgroundsandskills needed tob b b b b b b b b b b b




bsucceed in them. b b




1.7. Acquireanappreciationofthe internationaldimensionand thecomplexity involved in
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binternational marketing research. b b




1.8. Describethe use ofsocialmedia as a domainto conduct marketing research. b b b b b b b b b b b b




1.9. Discussthedeveloping fieldofmobile marketingresearchand itsadvantagesand
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bdisadvantages
1.10. Gain an understanding of the ethical aspects of marketing research and the responsibilities
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eachofthe marketing researchstakeholders havetothemselves, each other, and the
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bresearch project. b




AUTHOR‘S NOTES: CHAPTERFOCUS b b b




This introductory chapter provides an overview of the nature and scope of marketing research. A
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definitionand classificationofmarketing research is provided. Anoverview ofthe marketing research
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bprocess is presented. Marketing research suppliers, services and careers in marketing research are
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bcovered. International marketing research is introduced and ethical considerations are discussed. We
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balso explain how the Internet and computers can be used to facilitate the marketing research process
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Whilesimilar in manywaysto thematerialin competing texts,thischapter isdifferent inthat it presents
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ba classification of marketing research (Figure 1.1). The classification of marketing research suppliers
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band services is also unique (Figure 1.3).
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Thischapter could be taught byfocusing onthe chapterobjectives, sequentially. Relatively
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greater emphasis could be placed on the types and roles of research suppliers (Chapter Objective5),
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international marketingresearch(ChapterObjective7), marketingresearchand
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Copyright©2019Pearson Education,Inc. b b b b b




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