Chapter 10
Marketing Research
Tools For Instructors
Brief Chapter Outline
Learning Objectives
Extended Chapter Outline with Teaching Tips
PowerPoint Slides with Teaching Notes
Additional Teaching Tips
Brief Chapter Outline
The Marketing Research Process
Connect Learning Aids
Learning Objectives
LO 10-1 Identify the five steps in the marketing research process.
The first step is to define objectives and research needs, which sounds so simple that managers
often gloss over it. But this step is crucial to the success of any research project because, quite
develop an action plan and implementation. Although these steps appear to progress linearly,
researchers often work backward and forward throughout the process as they learn at each step.
LO 10-2 Describe the various secondary data sources.
External secondary data comprise information that has been collected from outside sources, such
as the U.S. Census, the Internet, books, articles, trade associations, or syndicated data services.
software.
LO 10-3 Describe the various primary data collection techniques.
Primary data are collected to address specific research needs. Techniques used for primary
LO 10-4 Summarize the differences between secondary data and primary data.
Compared with primary research, secondary research is quicker, easier, and generally less
expensive. However, if you are using secondary data using big data, then the investment in
more expensive and time-consuming.
LO 10-5 Examine the circumstances in which collecting information on consumers is ethical.
Marketing researchers should gain permission to collect information on consumers, and it should
In addition, marketers must take responsibility for protecting any information they collect.
Extended Chapter Outline With Teaching Tips
I The Marketing Research Process (PPT slide 10-8)
A Step 1: Defining the Objectives and Research Needs (PPT slide 10-9)
B. Step 5: Developing and Implementing an Action Plan (PPT slide 10-13)
Check Yourself: Several questions are offered for students to check their understanding of core
concepts. (PPT slide 10-14)
1. What are the steps in the marketing research process?
Answer: The steps in the marketing research process are: define the objectives and
2. What is the difference between data and information?
Answer: Data can be defined as raw numbers or other factual information that, on their
II Secondary Data
C. Inexpensive External Secondary Data
1. Data Mining (PPT slide 10-18)
Check Yourself: Several questions are offered for students to check their understanding of core
concepts. (PPT slide 10-19)
1. What is the difference between internal and external secondary research?
Answer: Secondary data might come from free or very inexpensive external sources, such
itself.
II. Primary Data Collection Techniques (PPT slide 10-20)
A. Observation (PPT slide 10-21)
D. Focus Group Interviews (PPT slide 10-21)
Check Yourself: Several questions are offered for students to check their understanding of core
concepts. (PPT slide 10-23)
1. What are the types of qualitative research?
E. Survey Research (PPT slide 10-24, 25, 26)
10-28)
Check Yourself: Several questions are offered for students to check their understanding of core
concepts. (PPT slide 10-29)
1. What are the types of quantitative research?
2. What are the advantages and disadvantages of primary and secondary research?
III Emerging Technology and the Ethics of Using Customer Information (PPT slide 10-31)
Check Yourself: Several questions are offered for students to check their understanding of core
concepts. (PPT slide 10-32)
1. Under what circumstances is it ethical to use consumer information in marketing
research?
2. What challenges do technological advances pose for the ethics of marketing research?