Solution manual

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

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

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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

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

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

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

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Chapter 10 - Marketing Research Marketing 5th

Net Savvy

1 Go to the website for the marketing research company Kantar

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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in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. 4

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

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

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