978-0077729028 Chapter 10 Answers To End Of Chapter

Type

Solution Manual

Book Title

Marketing 5th Edition

ISBN 13

978-0077729028

April 8, 2019

Chapter 10 - Marketing Research Marketing 5th

Answers To End Of Chapter Learning Aids

Marketing Applications

1 A large hardware store collects data about what its customers buy and stores these

data in a data warehouse. If you were the store’s buyer for lawn equipment, what

would you want to know from the data warehouse that would help you be a more

successful buyer?

Students should be able to demonstrate their knowledge of data warehouses and data

2 Identify a not-for-profit organization that might use marketing research, and describe

one example of a meaningful research project that it might conduct. Discuss the steps

it should undertake in this project.

Research is beneficial for both for-profit businesses as well as not-for profit businesses.

Student answers may vary. An example of a meaningful research project for a

3 Marketing researchers do not always go through the steps in the marketing research

process in sequential order. Provide an example of a research project that might not

follow this sequence.

This exercise is designed to test students’ knowledge of the marketing research process

and their understanding of how and why that process is not necessarily linear.

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Chapter 10 - Marketing Research Marketing 5th

4 A sunglasses retailer is trying to determine if there is a significant market for its

merchandise in a specific mall location where it is considering opening a store. Would

it be most likely to use primary or secondary data, or a combination of the two, to

answer this question?

The sunglasses retailer would most likely use both primary and secondary data to

determine if there if a mall location is a viable location for the store. Secondary data is

5 A consumer package goods company (e.g., Pepsi) has just developed a new beverage.

The company needs to estimate the demand for such a new product. What sources of

syndicated data could it explore?

6 A bank manager notices that by the time customers get to the teller, they seem

irritated and impatient. She wants to investigate the problem further, so she hires you

to design a research project to figure out what is bothering the customers. The bank

wants two studies: (a) several focus groups of their customers and (b) an online

survey of 500 customers. Which study is exploratory, and which is conclusive?

7 Best Buy has an extensive loyalty program, Best Buy Reward Zone that allows it to

track its customers’ purchasing habits over time. How can Best Buy use this big data

to improve sales?

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Chapter 10 - Marketing Research Marketing 5th

8 Suppose your university wants to modify its course scheduling procedures to better

serve students. What are some secondary sources of information that might be used to

conduct research into this topic? Describe how these sources might be used. Describe

a method you could use to gather primary research data about the topic. Would you

recommend a specific order in obtaining each of these types of data? Explain your

answer.

Every undergraduate student can relate to the scenario of registering for academic

courses. Students need to put the various research concepts together to structure a

research project that might improve this process.

9 Manuel is planning to launch a new gourmet taco truck and is trying to decide where

he should park his truck and what features and prices would entice consumers. He

sends a request for proposal to four marketing research vendors, and three respond, as

described in the ¬table below. Which vendor should Manuel use? Explain your

rationale for picking this vendor over the others?

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Chapter 10 - Marketing Research Marketing 5th

Net Savvy

1 Go to the website for the marketing research company Kantar

(http://www.kantar.com/). Click on “Company News,” and click on one of the recent

press releases. What types of research does Kantar conduct, and what types of

insights does it develop for its clients?

This exercise provides students with access to a variety of research that a company like

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Chapter 10 - Marketing Research Marketing 5th

2 The epinions.com website (www.epinions.com) is a clearinghouse for consumer

reviews about different products and services. Think of a particular business with

which you are familiar, and then review the ratings and comments for that business on

the eopinions website. Discuss the extent to which this site might be useful to a

marketer for that company who needs to gather market research about the company

and its competitors. Identify the type of research this process involves—secondary or

primary?

A consumer review clearinghouse such as eopinions.com provides students with a better

understanding of the type of information available on the Internet, for consumers and

Chapter Case Study: AutoTrader.com: How Research Separates Fact and Fiction

1 What are the objectives of AutoTrader.com’s marketing research? How have its

research projects contributed to the firm’s ability to meet these objectives?

2 What methods has AutoTrader.com used to collect data about the effectiveness of

dealer advertisements displayed on its site?

Additional Teaching Tips

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Chapter 10 - Marketing Research Marketing 5th

This chapter explores how information systems create greater value for the customer.

The research process is one of the main concepts in this chapter as well as introducing the

student to research vocabulary and concepts.

This chapter is one that quite often students don’t like. They have difficulty in applying

the research vocabulary and understanding the research process. Students can often

regurgitate the process but when asked how it applies they are often confused. A teaching

in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. 6

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