Instructor‘s Manual for
Marketing Research:
An Applied Orientation
Naresh K. Malhotra
Marketing Research:
An Applied Orientation
Seventh Edition
Naresh K. Malhotra
New York, NY
Part I: Introduction and Early Phases of Marketing
Research
Chapter 1
, INTRODUCTION TO MARKETING RESEARCH
FIGURES AND TABLES
Figures
Figure 1.1 A Classification of Marketing Research
Figure 1.2 The Role of Marketing Research
Figure 1.3 Marketing Research Suppliers and Services
Tables
Table 1.1 Problem Solving Research
Table 1.2 Top 25 Global. Market Research Firms
Table 1.3 An Overview of Ethical Issues in the Marketing and Research Process
CHAPTER OBJECTIVES
1.1. Define marketing research and distinguish between problem identification and problem-
solving research.
1.2. Describe a framework for conducting marketing research as well as the six steps of the
marketing research process.
1.3. Understand the nature and scope of marketing research and its role in designing and
implementing successful marketing programs.
1.4. Explain how the decision to conduct marketing research is made.
1.5. Discuss the marketing research industry and types and roles of research suppliers,
including internal and external, full-service, and limited-service suppliers.
1.6. Describe careers available in marketing research and the backgrounds and skills needed
2
, to succeed in them.
1.7. Acquire an appreciation of the international dimension and the complexity involved in
international marketing research.
1.8. Describe the use of social media as a domain to conduct marketing research.
1.9. Discuss the developing field of mobile marketing research and its advantages and
disadvantages
1.10. Gain an understanding of the ethical aspects of marketing research and the
responsibilities each of the marketing research stakeholders have to themselves, each
other, and the research project.
AUTHOR‘S NOTES: CHAPTER FOCUS
This introductory chapter provides an overview of the nature and scope of marketing research.
A definition and classification of marketing research is provided. An overview of the marketing
research process is presented. Marketing research suppliers, services and careers in marketing
research are covered. International marketing research is introduced and ethical considerations
are discussed. We also explain how the Internet and computers can be used to facilitate the
marketing research process
While similar in many ways to the material in competing texts, this chapter is different in that it
presents a classification of marketing research (Figure 1.1). The classification of marketing
research suppliers and services is also unique (Figure 1.3).
This chapter could be taught by focusing on the chapter objectives, sequentially. Relatively
greater emphasis could be placed on the types and roles of research suppliers (Chapter
Objective 5), international marketing research (Chapter Objective 7), marketing research and
Copyright © 2019 Pearson Education, Inc.
social media (Chapter Objective 8), mobile marketing research (Chapter Objective 9) and ethical
behavior (Chapter Objective 10). Graduate students should be encouraged to try software such as
the programs described in the book, or any similar programs, in the computer lab during non-
class hours.
CHAPTER OUTLINE
Copyright © 2019 Pearson Education, Inc.
3
, 1. Objectives
2. Overview
3. Definition of Marketing Research
4. A Classification of Marketing Research
5. The Marketing Research Process
(i) Step 1: Problem Definition
(ii) Step 2: Development of an Approach to the Problem
(iii) Step 3: Research Design Formulation
(iv) Step 4: Fieldwork or Data Collection
(v) Step 5: Data Preparation and Analysis
(vi) Step 6: Report Preparation and Presentation
5. The Role of Marketing Research in Marketing Decision Making
6. Marketing Research and Competitive Intelligence
7. The Decision to Conduct Marketing Research
8. The Marketing Research Industry
9. Selecting a Research Supplier
10. Careers in Marketing Research
11. The Role of Marketing Research in MIS and DSS
12. The Department Store Patronage Project
13. International Marketing Research
14. Marketing Research and Social Media
15. Mobile Marketing Research
16. Ethics in Marketing Research
17. Summary
18. Key Terms and Concepts
19. Suggested Cases, Video Cases, and HBS Cases
20. Live Research: Conducting a Marketing Research Project
21. Acronyms
22. Exercises
23. Internet and Computer Exercises
Copyright © 2019 Pearson Education, Inc.
5
Marketing Research:
An Applied Orientation
Naresh K. Malhotra
Marketing Research:
An Applied Orientation
Seventh Edition
Naresh K. Malhotra
New York, NY
Part I: Introduction and Early Phases of Marketing
Research
Chapter 1
, INTRODUCTION TO MARKETING RESEARCH
FIGURES AND TABLES
Figures
Figure 1.1 A Classification of Marketing Research
Figure 1.2 The Role of Marketing Research
Figure 1.3 Marketing Research Suppliers and Services
Tables
Table 1.1 Problem Solving Research
Table 1.2 Top 25 Global. Market Research Firms
Table 1.3 An Overview of Ethical Issues in the Marketing and Research Process
CHAPTER OBJECTIVES
1.1. Define marketing research and distinguish between problem identification and problem-
solving research.
1.2. Describe a framework for conducting marketing research as well as the six steps of the
marketing research process.
1.3. Understand the nature and scope of marketing research and its role in designing and
implementing successful marketing programs.
1.4. Explain how the decision to conduct marketing research is made.
1.5. Discuss the marketing research industry and types and roles of research suppliers,
including internal and external, full-service, and limited-service suppliers.
1.6. Describe careers available in marketing research and the backgrounds and skills needed
2
, to succeed in them.
1.7. Acquire an appreciation of the international dimension and the complexity involved in
international marketing research.
1.8. Describe the use of social media as a domain to conduct marketing research.
1.9. Discuss the developing field of mobile marketing research and its advantages and
disadvantages
1.10. Gain an understanding of the ethical aspects of marketing research and the
responsibilities each of the marketing research stakeholders have to themselves, each
other, and the research project.
AUTHOR‘S NOTES: CHAPTER FOCUS
This introductory chapter provides an overview of the nature and scope of marketing research.
A definition and classification of marketing research is provided. An overview of the marketing
research process is presented. Marketing research suppliers, services and careers in marketing
research are covered. International marketing research is introduced and ethical considerations
are discussed. We also explain how the Internet and computers can be used to facilitate the
marketing research process
While similar in many ways to the material in competing texts, this chapter is different in that it
presents a classification of marketing research (Figure 1.1). The classification of marketing
research suppliers and services is also unique (Figure 1.3).
This chapter could be taught by focusing on the chapter objectives, sequentially. Relatively
greater emphasis could be placed on the types and roles of research suppliers (Chapter
Objective 5), international marketing research (Chapter Objective 7), marketing research and
Copyright © 2019 Pearson Education, Inc.
social media (Chapter Objective 8), mobile marketing research (Chapter Objective 9) and ethical
behavior (Chapter Objective 10). Graduate students should be encouraged to try software such as
the programs described in the book, or any similar programs, in the computer lab during non-
class hours.
CHAPTER OUTLINE
Copyright © 2019 Pearson Education, Inc.
3
, 1. Objectives
2. Overview
3. Definition of Marketing Research
4. A Classification of Marketing Research
5. The Marketing Research Process
(i) Step 1: Problem Definition
(ii) Step 2: Development of an Approach to the Problem
(iii) Step 3: Research Design Formulation
(iv) Step 4: Fieldwork or Data Collection
(v) Step 5: Data Preparation and Analysis
(vi) Step 6: Report Preparation and Presentation
5. The Role of Marketing Research in Marketing Decision Making
6. Marketing Research and Competitive Intelligence
7. The Decision to Conduct Marketing Research
8. The Marketing Research Industry
9. Selecting a Research Supplier
10. Careers in Marketing Research
11. The Role of Marketing Research in MIS and DSS
12. The Department Store Patronage Project
13. International Marketing Research
14. Marketing Research and Social Media
15. Mobile Marketing Research
16. Ethics in Marketing Research
17. Summary
18. Key Terms and Concepts
19. Suggested Cases, Video Cases, and HBS Cases
20. Live Research: Conducting a Marketing Research Project
21. Acronyms
22. Exercises
23. Internet and Computer Exercises
Copyright © 2019 Pearson Education, Inc.
5
