InstructoraManual:aBasicaMarketingaResearcha10thaEditionaTomaJ.aBrown,aTracyaA.aSuter,aGilbertaA.aChurchill
SOLUTION MANUAL FOR a a
BasicaMarketingaResearcha10thaEditionaTomaJ.aBrown,aTracyaA.aSuter,aGilbertaA.aChurchill
Chaptera1-20
Chaptera1:aTheaRoleaofaMarketingaResearch
TABLE OF CONTENTSA A
PurposeaandaPerspectiveaofatheaChapter .................................................................................................... 2
ChapteraObjectives ...................................................................................................................................... 2
CompleteaListaofaChapteraActivitiesaandaAssessments .............................................................................. 2
KeyaTerms .................................................................................................................................................... 2
What'saNewainaThisaChapter ...................................................................................................................... 3
ChapteraOutline ........................................................................................................................................... 3
ReviewaQuestions ......................................................................................................................................... 6
AdditionalaInsightsaandaActivities .............................................................................................................. 7
©a2024aCengageaLearning,aInc.aAllaRightsaReserved.aMayanotabeascanned,acopiedaoraduplicated,aorapostedatoa 1
aa publiclyaaccessibleawebsite,ainawholeaorainapart.
, InstructoraManual:aChaptera1:aTheaRoleaofaMarketingaResearch
PURPOSE AND PERSPECTIVE OF THE CHAPTER
A A A A A
Theapurposeaofathisachapteraisatoaintroduceamarketingaresearchaasaaamuchabroaderaandamoreacommonaactivit
yathanamanyapeoplearealize.aInathisachapter,aweabeginawithatheadefinitionaofamarketingaresearchabeforeamovi
ngaonatoadiscussatheadifferentatypesaofafirmsathataconductamarketingaresearch.aTheavarietyaofafirmsaconductin
garesearchaleadsanaturallyaintoaaabriefaintroductionaofatheajobsainamarketingaresearchaandatheaskillsaneeded.aT
heachapteraconcludesawithatheareasonsaanyoneacanabenefitafromaaabetteraunderstandingaofamarketingaresearch
.
CHAPTER OBJECTIVES A
Theafollowingaobjectivesaareaaddressedainathisachapter:a
1-1 Defineamarketingaresearch.
1-2
Discussadifferentakindsaofafirmsathataconductamarketingaresearch.a
1-3 Listaataleastathreeadifferentatypesaofajobsainamarketingaresearch.
1-4 Listathreeareasonsaforastudyingamarketingaresearch.
COMPLETE LIST OF CHAPTER ACTIVITIES AND ASSESSMENTS
A A A A A A
Theafollowingatableaorganizesaactivitiesaandaassessmentsabyaobjective,asoathatayouacanaseeahowaallathisaconte
ntarelatesatoaobjectivesaandamakeadecisionsaaboutawhichacontentayouawouldalikeatoaemphasizeainayouraclassab
asedaonayouraobjectives.aForaadditionalaguidance,areferatoatheaTeachingaOnlineaGuide.
Chapter PPTaslide Activity/Assessment Duration
Objective
1-1 PPTaslidea9 KnowledgeaChecka1.1 <a5amin
1-2 PPTaslidesa13–14 DiscussionaActivity 10–20amin
1-3 PPTaslidea18 GroupaActivity 15–30amin
1-4 PPTaslidea21 PollingaActivity 5–10amin
1-1–1-4 PPTaslidea22 Self-Assessment 10–20amin
[returnatoatop]
KEY TERMS A
MarketingaresearchaTheaprocessaofagatheringaandainterpretingadataaforauseainadeveloping,aimplementing,aa
ndamonitoringatheafirm’samarketingaplans.
[returnatoatop]
©a2024aCengageaLearning,aInc.aAllaRightsaReserved.aMayanotabeascanned,acopiedaoraduplicated,aorapostedatoa 2
aa publiclyaaccessibleawebsite,ainawholeaorainapart.
, InstructoraManual:aChaptera1:aTheaRoleaofaMarketingaResearch
WHAT'S NEW IN THIS CHAPTER
A A A A
Theafollowingaelementsaareaimprovementsainathisachapterafromatheapreviousaedition:
SeveralanewaexamplesatoaillustrateathearoleaofamarketingaresearchaincludeaRovioa
Entertainment,aStarbucks,aandatheaLEGOaGroup.
DataainaExhibita1.3areflectsarecentarevenueafiguresaforalargestaU.S.amarketingaresearchafirms.
ResearchaWindowa1.2ahasabeenaupdatedawithamorearecentacompensationafigures.
[returnatoatop]
CHAPTER OUTLINE A
Theafollowingaoutlineaorganizesaactivitiesa(includingaanyaexistingadiscussionaquestionsainaPowerPointsaoraot
herasupplements)aandaassessmentsabyachaptera(andathereforeabyatopic),asoathatayouacanaseeahowaallatheaconte
ntarelatesatoatheatopicsacoveredainatheatext.
1-1. TheaProblem:aMarketersaNeedaInformationa(1-1,aPPTaSlidesa4–9)
a. Differentacompaniesaneedadifferentakindsaofainformation.
Informationacanabeagatheredainadiverseaways.
Theagoalaofamarketingaisatoacreateaexchangesawithacustomersathatasatisfyathean
eedsaofabothacustomersaandamarketers.
b. Keyaelementsaofamarketingamanagers’afocus:
Theaproductaoraservice
Price
Placementaorachannelsaofadistribution
Promotion
Tangibleaelementsaatapointaofacontact
Processesaandapeopleainvolved
c. Notaallafactorsainatheamarketingaenvironmentaareaunderaaamarketer’sacontrol.
Exhibita1.1:aTheaEnvironmentsaAffectingaMarketing
d. Marketingaresearchaisatheaprocessaofagatheringaandainterpretingadataaforauseainad
eveloping,aimplementing,aandamonitoringatheafirm’samarketingaplans.
e. Phasesaofatheainformationamanagementaprocess:
Specifyingawhatainformationaisaneeded
Gatheringarelevantadataafromainternalaandaexternalasources
Analyzingaandainterpretingadata
Communicatingaresultsatoadecisionamakers
f. Anotherawayatoalookaatamarketingaisatoaconsiderahowamanagementausesatheainformation:
Foraplanning
Foraproblemasolving
Foracontrol
Exhibita1.2:aExamplesaofaQuestionsaMarketingaResearchaCanaHelpaAnswer
g. KnowledgeaChecka1.1:a<a5aminutesatotal.a(PPTaSlidea9)
Ofatheafollowing,awhichaprovidesatheabestadefinitionaofamarketingaresearch?
©a2024aCengageaLearning,aInc.aAllaRightsaReserved.aMayanotabeascanned,acopiedaoraduplicated,aorapostedatoa 3
aa publiclyaaccessibleawebsite,ainawholeaorainapart.
, InstructoraManual:aChaptera1:aTheaRoleaofaMarketingaResearch
(a) Creatingaexchangesawithacustomersathatasatisfyatheaneedsaofabothacustomersaanda
marketers
(b) Specifyingawhatainformationaisaneeded,agatheringarelevantadata,aanda
communicatingaresultsatoadecisionamakers
(c) Gatheringaandainterpretingadataaforauseainadevelopingaandaimplementingaaafirm’sa
marketingaplans
(d) Workingabehindatheascenesatoadetermineamarketasegmentsaandathenatakinga
marketingaaction
Answer:ac—Marketingamanagersahaveaanaurgentaneedaforainformation—
andamarketingaresearchaisaresponsibleaforaprovidingait.aMarketingaresearchaisatheafir
m’saformalacommunicationalinkawithatheaenvironment,awhichaoftenacontainsafactorsa
notaunderaanaorganization’sacontrol.
1-2. WhoaDoesaMarketingaResearch?a(1-2,aPPTaSlidesa10–14)
a. Ina1879,aadvertisingaagencyaN.aW.aAyersa&aSonsaformalizedatheapracticeaofamarketingar
esearchabyaconstructingaaacrudeamarketasurveyaofastates’aandacounties’aexpectedagrainapr
oduction.
b. Threeamajoracategoriesaofafirmsaconductamarketingaresearch:
Producersaofaproductsaandaservices
Advertisingaagencies
Marketingaresearchacompanies
1-2a.aCompaniesaThataProduceaoraSellaProductsaandaServices
a. Whenafirmsacouldanoalongerasellaallatheyacouldaproduce,atheyausedamarketingaresearchatoab
etteragaugeamarketaneedsaandaproduceaaccordingly.
b. Marketingaresearchadepartmentsaareacommonaamongaindustrialaandaconsumera
manufacturingacompanies.
c. Publishersaandabroadcastersaconstructademographicaprofileadataainaorderatoasellaa
dvertisingaspace/time.
d. Financialainstitutions’aresearchaincludesaforecasting,ameasuringamarketapotential,amarketa
andasalesaanalyses,aandasoaon.
1-2b.aAdvertisingaAgencies
a. Muchaagencyaresearchagaugesaconsumerabrandaawarenessaandarelatedaadvertisingac
ampaigns.
b. Theyaattemptatoabetteraunderstandaconsumerainterestaandabehavior.
1-2 c.aMarketingaResearchaCompanies
a. U.S.amarketingaresearchaisaaa$47.1abillionaindustry.
b. Someafirmsaarealarge,awithaglobalareacha(seeaExhibita1.3:aThea10aLargestaMarketinga
ResearchaFirmsainatheaUnitedaStates),aandamayaprovide:
Standardizedaorasyndicatedaresearch.
Informationaregularlyacollectedaandathenasoldatoaclients.
Custom-designedaresearch.
c. Otheraorganizationsathataprovideaoraconductamarketingaresearchaincludeagovernmenta
agencies,atradeaassociations,aandauniversities.
d. DiscussionaActivity:a10–20aminutesatotal.a(PPTaSlidesa13–14)
©a2024aCengageaLearning,aInc.aAllaRightsaReserved.aMayanotabeascanned,acopiedaoraduplicated,aorapostedatoa 4
aa publiclyaaccessibleawebsite,ainawholeaorainapart.
SOLUTION MANUAL FOR a a
BasicaMarketingaResearcha10thaEditionaTomaJ.aBrown,aTracyaA.aSuter,aGilbertaA.aChurchill
Chaptera1-20
Chaptera1:aTheaRoleaofaMarketingaResearch
TABLE OF CONTENTSA A
PurposeaandaPerspectiveaofatheaChapter .................................................................................................... 2
ChapteraObjectives ...................................................................................................................................... 2
CompleteaListaofaChapteraActivitiesaandaAssessments .............................................................................. 2
KeyaTerms .................................................................................................................................................... 2
What'saNewainaThisaChapter ...................................................................................................................... 3
ChapteraOutline ........................................................................................................................................... 3
ReviewaQuestions ......................................................................................................................................... 6
AdditionalaInsightsaandaActivities .............................................................................................................. 7
©a2024aCengageaLearning,aInc.aAllaRightsaReserved.aMayanotabeascanned,acopiedaoraduplicated,aorapostedatoa 1
aa publiclyaaccessibleawebsite,ainawholeaorainapart.
, InstructoraManual:aChaptera1:aTheaRoleaofaMarketingaResearch
PURPOSE AND PERSPECTIVE OF THE CHAPTER
A A A A A
Theapurposeaofathisachapteraisatoaintroduceamarketingaresearchaasaaamuchabroaderaandamoreacommonaactivit
yathanamanyapeoplearealize.aInathisachapter,aweabeginawithatheadefinitionaofamarketingaresearchabeforeamovi
ngaonatoadiscussatheadifferentatypesaofafirmsathataconductamarketingaresearch.aTheavarietyaofafirmsaconductin
garesearchaleadsanaturallyaintoaaabriefaintroductionaofatheajobsainamarketingaresearchaandatheaskillsaneeded.aT
heachapteraconcludesawithatheareasonsaanyoneacanabenefitafromaaabetteraunderstandingaofamarketingaresearch
.
CHAPTER OBJECTIVES A
Theafollowingaobjectivesaareaaddressedainathisachapter:a
1-1 Defineamarketingaresearch.
1-2
Discussadifferentakindsaofafirmsathataconductamarketingaresearch.a
1-3 Listaataleastathreeadifferentatypesaofajobsainamarketingaresearch.
1-4 Listathreeareasonsaforastudyingamarketingaresearch.
COMPLETE LIST OF CHAPTER ACTIVITIES AND ASSESSMENTS
A A A A A A
Theafollowingatableaorganizesaactivitiesaandaassessmentsabyaobjective,asoathatayouacanaseeahowaallathisaconte
ntarelatesatoaobjectivesaandamakeadecisionsaaboutawhichacontentayouawouldalikeatoaemphasizeainayouraclassab
asedaonayouraobjectives.aForaadditionalaguidance,areferatoatheaTeachingaOnlineaGuide.
Chapter PPTaslide Activity/Assessment Duration
Objective
1-1 PPTaslidea9 KnowledgeaChecka1.1 <a5amin
1-2 PPTaslidesa13–14 DiscussionaActivity 10–20amin
1-3 PPTaslidea18 GroupaActivity 15–30amin
1-4 PPTaslidea21 PollingaActivity 5–10amin
1-1–1-4 PPTaslidea22 Self-Assessment 10–20amin
[returnatoatop]
KEY TERMS A
MarketingaresearchaTheaprocessaofagatheringaandainterpretingadataaforauseainadeveloping,aimplementing,aa
ndamonitoringatheafirm’samarketingaplans.
[returnatoatop]
©a2024aCengageaLearning,aInc.aAllaRightsaReserved.aMayanotabeascanned,acopiedaoraduplicated,aorapostedatoa 2
aa publiclyaaccessibleawebsite,ainawholeaorainapart.
, InstructoraManual:aChaptera1:aTheaRoleaofaMarketingaResearch
WHAT'S NEW IN THIS CHAPTER
A A A A
Theafollowingaelementsaareaimprovementsainathisachapterafromatheapreviousaedition:
SeveralanewaexamplesatoaillustrateathearoleaofamarketingaresearchaincludeaRovioa
Entertainment,aStarbucks,aandatheaLEGOaGroup.
DataainaExhibita1.3areflectsarecentarevenueafiguresaforalargestaU.S.amarketingaresearchafirms.
ResearchaWindowa1.2ahasabeenaupdatedawithamorearecentacompensationafigures.
[returnatoatop]
CHAPTER OUTLINE A
Theafollowingaoutlineaorganizesaactivitiesa(includingaanyaexistingadiscussionaquestionsainaPowerPointsaoraot
herasupplements)aandaassessmentsabyachaptera(andathereforeabyatopic),asoathatayouacanaseeahowaallatheaconte
ntarelatesatoatheatopicsacoveredainatheatext.
1-1. TheaProblem:aMarketersaNeedaInformationa(1-1,aPPTaSlidesa4–9)
a. Differentacompaniesaneedadifferentakindsaofainformation.
Informationacanabeagatheredainadiverseaways.
Theagoalaofamarketingaisatoacreateaexchangesawithacustomersathatasatisfyathean
eedsaofabothacustomersaandamarketers.
b. Keyaelementsaofamarketingamanagers’afocus:
Theaproductaoraservice
Price
Placementaorachannelsaofadistribution
Promotion
Tangibleaelementsaatapointaofacontact
Processesaandapeopleainvolved
c. Notaallafactorsainatheamarketingaenvironmentaareaunderaaamarketer’sacontrol.
Exhibita1.1:aTheaEnvironmentsaAffectingaMarketing
d. Marketingaresearchaisatheaprocessaofagatheringaandainterpretingadataaforauseainad
eveloping,aimplementing,aandamonitoringatheafirm’samarketingaplans.
e. Phasesaofatheainformationamanagementaprocess:
Specifyingawhatainformationaisaneeded
Gatheringarelevantadataafromainternalaandaexternalasources
Analyzingaandainterpretingadata
Communicatingaresultsatoadecisionamakers
f. Anotherawayatoalookaatamarketingaisatoaconsiderahowamanagementausesatheainformation:
Foraplanning
Foraproblemasolving
Foracontrol
Exhibita1.2:aExamplesaofaQuestionsaMarketingaResearchaCanaHelpaAnswer
g. KnowledgeaChecka1.1:a<a5aminutesatotal.a(PPTaSlidea9)
Ofatheafollowing,awhichaprovidesatheabestadefinitionaofamarketingaresearch?
©a2024aCengageaLearning,aInc.aAllaRightsaReserved.aMayanotabeascanned,acopiedaoraduplicated,aorapostedatoa 3
aa publiclyaaccessibleawebsite,ainawholeaorainapart.
, InstructoraManual:aChaptera1:aTheaRoleaofaMarketingaResearch
(a) Creatingaexchangesawithacustomersathatasatisfyatheaneedsaofabothacustomersaanda
marketers
(b) Specifyingawhatainformationaisaneeded,agatheringarelevantadata,aanda
communicatingaresultsatoadecisionamakers
(c) Gatheringaandainterpretingadataaforauseainadevelopingaandaimplementingaaafirm’sa
marketingaplans
(d) Workingabehindatheascenesatoadetermineamarketasegmentsaandathenatakinga
marketingaaction
Answer:ac—Marketingamanagersahaveaanaurgentaneedaforainformation—
andamarketingaresearchaisaresponsibleaforaprovidingait.aMarketingaresearchaisatheafir
m’saformalacommunicationalinkawithatheaenvironment,awhichaoftenacontainsafactorsa
notaunderaanaorganization’sacontrol.
1-2. WhoaDoesaMarketingaResearch?a(1-2,aPPTaSlidesa10–14)
a. Ina1879,aadvertisingaagencyaN.aW.aAyersa&aSonsaformalizedatheapracticeaofamarketingar
esearchabyaconstructingaaacrudeamarketasurveyaofastates’aandacounties’aexpectedagrainapr
oduction.
b. Threeamajoracategoriesaofafirmsaconductamarketingaresearch:
Producersaofaproductsaandaservices
Advertisingaagencies
Marketingaresearchacompanies
1-2a.aCompaniesaThataProduceaoraSellaProductsaandaServices
a. Whenafirmsacouldanoalongerasellaallatheyacouldaproduce,atheyausedamarketingaresearchatoab
etteragaugeamarketaneedsaandaproduceaaccordingly.
b. Marketingaresearchadepartmentsaareacommonaamongaindustrialaandaconsumera
manufacturingacompanies.
c. Publishersaandabroadcastersaconstructademographicaprofileadataainaorderatoasellaa
dvertisingaspace/time.
d. Financialainstitutions’aresearchaincludesaforecasting,ameasuringamarketapotential,amarketa
andasalesaanalyses,aandasoaon.
1-2b.aAdvertisingaAgencies
a. Muchaagencyaresearchagaugesaconsumerabrandaawarenessaandarelatedaadvertisingac
ampaigns.
b. Theyaattemptatoabetteraunderstandaconsumerainterestaandabehavior.
1-2 c.aMarketingaResearchaCompanies
a. U.S.amarketingaresearchaisaaa$47.1abillionaindustry.
b. Someafirmsaarealarge,awithaglobalareacha(seeaExhibita1.3:aThea10aLargestaMarketinga
ResearchaFirmsainatheaUnitedaStates),aandamayaprovide:
Standardizedaorasyndicatedaresearch.
Informationaregularlyacollectedaandathenasoldatoaclients.
Custom-designedaresearch.
c. Otheraorganizationsathataprovideaoraconductamarketingaresearchaincludeagovernmenta
agencies,atradeaassociations,aandauniversities.
d. DiscussionaActivity:a10–20aminutesatotal.a(PPTaSlidesa13–14)
©a2024aCengageaLearning,aInc.aAllaRightsaReserved.aMayanotabeascanned,acopiedaoraduplicated,aorapostedatoa 4
aa publiclyaaccessibleawebsite,ainawholeaorainapart.
