Research, 9e Tom - (Download Link at the end of this Chapter) Chap...

Basic Marketing Research, 9e Tom Brown, Tracy Suter, Gilbert Churchill (Solutions Manual All Chapter)

(Download Link at the end of this Chapter)

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Chapter 1 – The Role of Marketing Research

I. Learning Objectives:

Upon completing this chapter, the student should be able to:

• Define marketing research.

The process of gathering and interpreting data for use in developing, implementing, and monitoring the firm’s marketing plans.

• Discuss different kinds of firms that conduct marketing research.

▪ Producers of Products and Services • e.g., Goodyear, Pillsbury, Herschend Family Entertainment Properties (Research Window 1.2) ▪ Advertising Agencies • e.g., MEC, McCann WorldGroup ▪ Marketing Research companies • e.g., The Nielsen Company, Arbitron; Exhibit 1.3

• List some of the skills that are important for careers in marketing research.

▪ Analytical skills including basic numerical and statistics ▪ Communication skills including both verbal and written ▪ Human-relation skills

• List three reasons for studying marketing research.

▪ Career opportunities as a marketing researcher ▪ Almost everyone is a consumer of marketing research in one way or another ▪ Managers must understand the process and potential outcomes

II. Chapter Outline:

A. The Problem: Marketers Need Information

Exhibit 1.1: The Environments Affecting Marketing

Exhibit 1.2: Examples of Questions Marketing Research Can Help Answer

Research Window 1.1: International Missteps Caused by Environmental

Differences

• Who Does Marketing Research?

• Companies That Produce or Sell Products and Services

Manager’s Focus

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