Solution Manal For Basic Marketing Research 10th Edition by Tom J. Brown, Tracy A. Suter, Gilbert A. Churchill

Solution Manal For Basic Marketing Research 10th Edition by Tom J. Brown, Tracy A. Suter, Gilbert A. Churchill-The purpose of this chapter is to introduce marketing research as a much broader and more common activity th ...

Solution Manal For Basic Marketing Research 10th Edition by Tom J. Brown, Tracy A. Suter, Gilbert A. Churchill-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 Objective PPT slide Activity/Assessment Duration 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] 3 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?