Instructor Manual: Basic Marketing Research 10th Edition Tom J. Brown, Tracy A. Suter, Gilbert A. Churchill
Solution Manual For
Basic Marketing Research 10th Edition Tom J. Brown, Tracy A. Suter, Gilbert A. Churchill
Chapter 1-20
Chapter 1: The Role of Marketing Research
TABLE OF CONTENTS
Purpose and Perspective of the Chapter ................................................................................................... 2
Chapter Objectives ..................................................................................................................................... 2
Complete List of Chapter Activities and Assessments............................................................................. 2
Key Terms.................................................................................................................................................... 2
What's New in This Chapter ..................................................................................................................... 3
Chapter Outline .......................................................................................................................................... 3
Review Questions ........................................................................................................................................ 6
Additional Insights and Activities ............................................................................................................ 7
© 2024 Cengage Learning, Inc. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a 1
publicly accessible website, in whole or in part.
, Instructor Manual: Chapter 1: The Role of Marketing Research
PURPOSE AND PERSPECTIVE OF THE CHAPTER
The purpose of this chapter is to introduce marketing research as a much broader and more common
activity than many people realize. In this chapter, we begin with the definition of marketing research
before moving on to discuss the different types of firms that conduct marketing research. The variety of
firms conducting research leads naturally into a brief introduction of the jobs in marketing research and
the skills needed. The chapter concludes with the reasons anyone can benefit from a better understanding
of marketing research.
CHAPTER OBJECTIVES
The following objectives are addressed in this chapter:
1-1 Define marketing research.
1-2 Discuss different kinds of firms that conduct marketing research.
1-3 List at least three different types of jobs in marketing research.
1-4 List three reasons for studying marketing research.
COMPLETE LIST OF CHAPTER ACTIVITIES AND ASSESSMENTS
The following table organizes activities and assessments by objective, so that you can see how all this
content relates to objectives and make decisions about which content you would like to emphasize in your
class based on your objectives. For additional guidance, refer to the Teaching Online Guide.
Chapter PPT slide Activity/Assessment Duration
Objective
1-1 PPT slide 9 Knowledge Check 1.1 < 5 min
1-2 PPT slides 13–14 Discussion Activity 10–20 min
1-3 PPT slide 18 Group Activity 15–30 min
1-4 PPT slide 21 Polling Activity 5–10 min
1-1–1-4 PPT slide 22 Self-Assessment 10–20 min
[return to top]
KEY TERMS
Marketing research The process of gathering and interpreting data for use in developing, implementing,
and monitoring the firm’s marketing plans.
[return to top]
© 2024 Cengage Learning, Inc. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a 2
publicly accessible website, in whole or in part.
, Instructor Manual: Chapter 1: The Role of Marketing Research
WHAT'S NEW IN THIS CHAPTER
The following elements are improvements in this chapter from the previous edition:
Several new examples to illustrate the role of marketing research include Rovio
Entertainment, Starbucks, and the LEGO Group.
Data in Exhibit 1.3 reflects recent revenue figures for largest U.S. marketing research firms.
Research Window 1.2 has been updated with more recent compensation figures.
[return to top]
CHAPTER OUTLINE
The following outline organizes activities (including any existing discussion questions in PowerPoints or
other supplements) and assessments by chapter (and therefore by topic), so that you can see how all the
content relates to the topics covered in the text.
1-1. The Problem: Marketers Need Information (1-1, PPT Slides 4–9)
a. Different companies need different kinds of information.
Information can be gathered in diverse ways.
The goal of marketing is to create exchanges with customers that satisfy the
needs of both customers and marketers.
b. Key elements of marketing managers’ focus:
The product or service
Price
Placement or channels of distribution
Promotion
Tangible elements at point of contact
Processes and people involved
c. Not all factors in the marketing environment are under a marketer’s control.
Exhibit 1.1: The Environments Affecting Marketing
d. Marketing research is the process of gathering and interpreting data for use in
developing, implementing, and monitoring the firm’s marketing plans.
e. Phases of the information management process:
Specifying what information is needed
Gathering relevant data from internal and external sources
Analyzing and interpreting data
Communicating results to decision makers
f. Another way to look at marketing is to consider how management uses the information:
For planning
For problem solving
For control
Exhibit 1.2: Examples of Questions Marketing Research Can Help Answer
g. Knowledge Check 1.1: < 5 minutes total. (PPT Slide 9)
Of the following, which provides the best definition of marketing research?
© 2024 Cengage Learning, Inc. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a 3
publicly accessible website, in whole or in part.
, Instructor Manual: Chapter 1: The Role of Marketing Research
(a) Creating exchanges with customers that satisfy the needs of both customers and
marketers
(b) Specifying what information is needed, gathering relevant data, and
communicating results to decision makers
(c) Gathering and interpreting data for use in developing and implementing a firm’s
marketing plans
(d) Working behind the scenes to determine market segments and then taking
marketing action
Answer: c—Marketing managers have an urgent need for information—and
marketing research is responsible for providing it. Marketing research is the firm’s
formal communication link with the environment, which often contains factors not
under an organization’s control.
1-2. Who Does Marketing Research? (1-2, PPT Slides 10–14)
a. In 1879, advertising agency N. W. Ayers & Sons formalized the practice of marketing
research by constructing a crude market survey of states’ and counties’ expected grain
production.
b. Three major categories of firms conduct marketing research:
Producers of products and services
Advertising agencies
Marketing research companies
1-2a. Companies That Produce or Sell Products and Services
a. When firms could no longer sell all they could produce, they used marketing research to
better gauge market needs and produce accordingly.
b. Marketing research departments are common among industrial and consumer
manufacturing companies.
c. Publishers and broadcasters construct demographic profile data in order to sell
advertising space/time.
d. Financial institutions’ research includes forecasting, measuring market potential, market
and sales analyses, and so on.
1-2b. Advertising Agencies
a. Much agency research gauges consumer brand awareness and related advertising
campaigns.
b. They attempt to better understand consumer interest and behavior.
1-2c. Marketing Research Companies
a. U.S. marketing research is a $47.1 billion industry.
b. Some firms are large, with global reach (see Exhibit 1.3: The 10 Largest Marketing
Research Firms in the United States), and may provide:
Standardized or syndicated research.
Information regularly collected and then sold to clients.
Custom-designed research.
c. Other organizations that provide or conduct marketing research include government
agencies, trade associations, and universities.
d. Discussion Activity: 10–20 minutes total. (PPT Slides 13–14)
© 2024 Cengage Learning, Inc. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a 4
publicly accessible website, in whole or in part.
Solution Manual For
Basic Marketing Research 10th Edition Tom J. Brown, Tracy A. Suter, Gilbert A. Churchill
Chapter 1-20
Chapter 1: The Role of Marketing Research
TABLE OF CONTENTS
Purpose and Perspective of the Chapter ................................................................................................... 2
Chapter Objectives ..................................................................................................................................... 2
Complete List of Chapter Activities and Assessments............................................................................. 2
Key Terms.................................................................................................................................................... 2
What's New in This Chapter ..................................................................................................................... 3
Chapter Outline .......................................................................................................................................... 3
Review Questions ........................................................................................................................................ 6
Additional Insights and Activities ............................................................................................................ 7
© 2024 Cengage Learning, Inc. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a 1
publicly accessible website, in whole or in part.
, Instructor Manual: Chapter 1: The Role of Marketing Research
PURPOSE AND PERSPECTIVE OF THE CHAPTER
The purpose of this chapter is to introduce marketing research as a much broader and more common
activity than many people realize. In this chapter, we begin with the definition of marketing research
before moving on to discuss the different types of firms that conduct marketing research. The variety of
firms conducting research leads naturally into a brief introduction of the jobs in marketing research and
the skills needed. The chapter concludes with the reasons anyone can benefit from a better understanding
of marketing research.
CHAPTER OBJECTIVES
The following objectives are addressed in this chapter:
1-1 Define marketing research.
1-2 Discuss different kinds of firms that conduct marketing research.
1-3 List at least three different types of jobs in marketing research.
1-4 List three reasons for studying marketing research.
COMPLETE LIST OF CHAPTER ACTIVITIES AND ASSESSMENTS
The following table organizes activities and assessments by objective, so that you can see how all this
content relates to objectives and make decisions about which content you would like to emphasize in your
class based on your objectives. For additional guidance, refer to the Teaching Online Guide.
Chapter PPT slide Activity/Assessment Duration
Objective
1-1 PPT slide 9 Knowledge Check 1.1 < 5 min
1-2 PPT slides 13–14 Discussion Activity 10–20 min
1-3 PPT slide 18 Group Activity 15–30 min
1-4 PPT slide 21 Polling Activity 5–10 min
1-1–1-4 PPT slide 22 Self-Assessment 10–20 min
[return to top]
KEY TERMS
Marketing research The process of gathering and interpreting data for use in developing, implementing,
and monitoring the firm’s marketing plans.
[return to top]
© 2024 Cengage Learning, Inc. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a 2
publicly accessible website, in whole or in part.
, Instructor Manual: Chapter 1: The Role of Marketing Research
WHAT'S NEW IN THIS CHAPTER
The following elements are improvements in this chapter from the previous edition:
Several new examples to illustrate the role of marketing research include Rovio
Entertainment, Starbucks, and the LEGO Group.
Data in Exhibit 1.3 reflects recent revenue figures for largest U.S. marketing research firms.
Research Window 1.2 has been updated with more recent compensation figures.
[return to top]
CHAPTER OUTLINE
The following outline organizes activities (including any existing discussion questions in PowerPoints or
other supplements) and assessments by chapter (and therefore by topic), so that you can see how all the
content relates to the topics covered in the text.
1-1. The Problem: Marketers Need Information (1-1, PPT Slides 4–9)
a. Different companies need different kinds of information.
Information can be gathered in diverse ways.
The goal of marketing is to create exchanges with customers that satisfy the
needs of both customers and marketers.
b. Key elements of marketing managers’ focus:
The product or service
Price
Placement or channels of distribution
Promotion
Tangible elements at point of contact
Processes and people involved
c. Not all factors in the marketing environment are under a marketer’s control.
Exhibit 1.1: The Environments Affecting Marketing
d. Marketing research is the process of gathering and interpreting data for use in
developing, implementing, and monitoring the firm’s marketing plans.
e. Phases of the information management process:
Specifying what information is needed
Gathering relevant data from internal and external sources
Analyzing and interpreting data
Communicating results to decision makers
f. Another way to look at marketing is to consider how management uses the information:
For planning
For problem solving
For control
Exhibit 1.2: Examples of Questions Marketing Research Can Help Answer
g. Knowledge Check 1.1: < 5 minutes total. (PPT Slide 9)
Of the following, which provides the best definition of marketing research?
© 2024 Cengage Learning, Inc. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a 3
publicly accessible website, in whole or in part.
, Instructor Manual: Chapter 1: The Role of Marketing Research
(a) Creating exchanges with customers that satisfy the needs of both customers and
marketers
(b) Specifying what information is needed, gathering relevant data, and
communicating results to decision makers
(c) Gathering and interpreting data for use in developing and implementing a firm’s
marketing plans
(d) Working behind the scenes to determine market segments and then taking
marketing action
Answer: c—Marketing managers have an urgent need for information—and
marketing research is responsible for providing it. Marketing research is the firm’s
formal communication link with the environment, which often contains factors not
under an organization’s control.
1-2. Who Does Marketing Research? (1-2, PPT Slides 10–14)
a. In 1879, advertising agency N. W. Ayers & Sons formalized the practice of marketing
research by constructing a crude market survey of states’ and counties’ expected grain
production.
b. Three major categories of firms conduct marketing research:
Producers of products and services
Advertising agencies
Marketing research companies
1-2a. Companies That Produce or Sell Products and Services
a. When firms could no longer sell all they could produce, they used marketing research to
better gauge market needs and produce accordingly.
b. Marketing research departments are common among industrial and consumer
manufacturing companies.
c. Publishers and broadcasters construct demographic profile data in order to sell
advertising space/time.
d. Financial institutions’ research includes forecasting, measuring market potential, market
and sales analyses, and so on.
1-2b. Advertising Agencies
a. Much agency research gauges consumer brand awareness and related advertising
campaigns.
b. They attempt to better understand consumer interest and behavior.
1-2c. Marketing Research Companies
a. U.S. marketing research is a $47.1 billion industry.
b. Some firms are large, with global reach (see Exhibit 1.3: The 10 Largest Marketing
Research Firms in the United States), and may provide:
Standardized or syndicated research.
Information regularly collected and then sold to clients.
Custom-designed research.
c. Other organizations that provide or conduct marketing research include government
agencies, trade associations, and universities.
d. Discussion Activity: 10–20 minutes total. (PPT Slides 13–14)
© 2024 Cengage Learning, Inc. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a 4
publicly accessible website, in whole or in part.
