Solution Manual Exploring Marketing Research, 10th
Edition Chapter 1-25
Part One
Introduction
Chapter 1
The Role of Marketing Research
AT-A-GLANCE
I. What is Marketing Research?
A. Business and marketing research
B. Marketing research defined
II. Applied and Basic Marketing Research
A. Applied marketing research
, B. Basic marketing research
C. The scientific method
III. Marketing Research and Strategic Management Orientation
A. Customer orientation
B. Long-run profitability
C. A cross-functional effort
D. Keeping customers and building relationships
E. Marketing research: A means for implementing the marketing concept
F. Marketing research and strategic marketing management
• Identifying and evaluating opportunities
• Analyzing and selecting target markets
IV. Planning and Implementing a Marketing Mix
A. Product research
B. Pricing research
C. Distribution research
D. Promotion research
E. The integrated marketing mix
F. Analyzing marketing performance
V. When Is Marketing Research Needed?
A. Time constraints
, B. Availability of data
C. Nature of the decision
D. Benefits versus costs
VI. Marketing Research in the 21st Century
A. Communication Technologies
B. Global marketing research
LEARNING OUTCOMES
1. Know what marketing research is and what it does for business.
2. Understand the difference between basic and applied marketing research.
3. Understand how the role of marketing research changes when a firm is truly marketing
oriented.
4. Integrate marketing research results into the strategic planning process.
5. Know when marketing research should and should not be conducted.
6. Appreciate the way that technology and internationalization are changing marketing research.
CHAPTER VIGNETTE: “The Dude Looks Like a Lady”
The idea of men selling cars to men may have once been accurate, but times change and many of
the assumptions that underlie the car industry can be questioned. Toyota surpassed General
Motors as the number one selling car brand in 2008, and much of this success is attributed to
designing cars that appeal to women. Toyota conducted marketing research to learn what
features create the most value for female car consumers, such as the interior, ease of entry and
, putting things like children’s car seats into, controls easily adjustable for a driver who is less than
six feet tall, and safety and security concerns.
SURVEY THIS!
This feature allows students to better understand the researcher’s job in determining what
information is needed so that data can be analyzed and become intelligence. This first
interaction with the “Survey This!” feature is for students to play the role of respondent and
respond to the survey by going to the URL provided in the preface and by the instructor.
Answers are anonymously stored in the database along with those of other students using this
book around the world. Once the survey is completed, students can visit the course Web site and
get a copy of the questions.
RESEARCH SNAPSHOTS
➢ Good Fat and Bad Fat
The FDA is concerned that consumers get information that is accurate and conveys the
proper message to achieve a healthy diet. Trans-fat (hydrogenated) is technically a
nonsaturated fat, but it acts like a saturated fat when consumed. So, where should it be
placed on the nutrition label? Marketing research can help.
➢ Harley-Davidson Goes Abroad
Before Harley-Davidson goes overseas, it must perform considerable research on that
market. Consumers in some countries might prefer economical and practical motor bikes
(e.g., France or Italy); others might find Harley more prestigious. Harley learned that
Edition Chapter 1-25
Part One
Introduction
Chapter 1
The Role of Marketing Research
AT-A-GLANCE
I. What is Marketing Research?
A. Business and marketing research
B. Marketing research defined
II. Applied and Basic Marketing Research
A. Applied marketing research
, B. Basic marketing research
C. The scientific method
III. Marketing Research and Strategic Management Orientation
A. Customer orientation
B. Long-run profitability
C. A cross-functional effort
D. Keeping customers and building relationships
E. Marketing research: A means for implementing the marketing concept
F. Marketing research and strategic marketing management
• Identifying and evaluating opportunities
• Analyzing and selecting target markets
IV. Planning and Implementing a Marketing Mix
A. Product research
B. Pricing research
C. Distribution research
D. Promotion research
E. The integrated marketing mix
F. Analyzing marketing performance
V. When Is Marketing Research Needed?
A. Time constraints
, B. Availability of data
C. Nature of the decision
D. Benefits versus costs
VI. Marketing Research in the 21st Century
A. Communication Technologies
B. Global marketing research
LEARNING OUTCOMES
1. Know what marketing research is and what it does for business.
2. Understand the difference between basic and applied marketing research.
3. Understand how the role of marketing research changes when a firm is truly marketing
oriented.
4. Integrate marketing research results into the strategic planning process.
5. Know when marketing research should and should not be conducted.
6. Appreciate the way that technology and internationalization are changing marketing research.
CHAPTER VIGNETTE: “The Dude Looks Like a Lady”
The idea of men selling cars to men may have once been accurate, but times change and many of
the assumptions that underlie the car industry can be questioned. Toyota surpassed General
Motors as the number one selling car brand in 2008, and much of this success is attributed to
designing cars that appeal to women. Toyota conducted marketing research to learn what
features create the most value for female car consumers, such as the interior, ease of entry and
, putting things like children’s car seats into, controls easily adjustable for a driver who is less than
six feet tall, and safety and security concerns.
SURVEY THIS!
This feature allows students to better understand the researcher’s job in determining what
information is needed so that data can be analyzed and become intelligence. This first
interaction with the “Survey This!” feature is for students to play the role of respondent and
respond to the survey by going to the URL provided in the preface and by the instructor.
Answers are anonymously stored in the database along with those of other students using this
book around the world. Once the survey is completed, students can visit the course Web site and
get a copy of the questions.
RESEARCH SNAPSHOTS
➢ Good Fat and Bad Fat
The FDA is concerned that consumers get information that is accurate and conveys the
proper message to achieve a healthy diet. Trans-fat (hydrogenated) is technically a
nonsaturated fat, but it acts like a saturated fat when consumed. So, where should it be
placed on the nutrition label? Marketing research can help.
➢ Harley-Davidson Goes Abroad
Before Harley-Davidson goes overseas, it must perform considerable research on that
market. Consumers in some countries might prefer economical and practical motor bikes
(e.g., France or Italy); others might find Harley more prestigious. Harley learned that
