CHAPTER 5
Marketing Research and Information Systems
TEACHING RESOURCES QUICK REFERENCE GUIDE
Resource
Location
Purpose and Perspective
IRM, p. 76
Lecture Outline
IRM, p. 77
Discussion Starters
IRM, p. 86
Class Exercises
IRM, p. 88
Answers to Developing Your Marketing Plan
IRM, p. 92
Answers to Discussion and Review Questions
IRM, p. 93
Comments on the Cases
IRM, p. 96
Video Case 5.1
IRM, p. 96
Case 5.2
IRM, p. 97
Examination Questions: Essay
Cognero
Examination Questions: Multiple-Choice
Cognero
Examination Questions: True-False
Cognero
PowerPoint Slides
Instructor’s website
Note: Additional resources may be found on the accompanying student and instructor websites at
PURPOSE AND PERSPECTIVE
This chapter focuses on the information-gathering methods needed to make sound marketing decisions.
First, we define marketing research and examine the individual steps of the marketing research process,
including various methods of collecting data. Next, we look at how technology aids in collecting,
organizing, and interpreting marketing research data. Finally, we consider ethical and international issues
in marketing research.
LECTURE OUTLINE
I. The Importance of Marketing Research
A. Marketing research is the systematic design, collection, interpretation, and reporting of
information to help marketers solve specific marketing problems or take advantage of marketing
opportunities.
1. It is a process for gathering information not currently available to decision makers.
2. The purpose of marketing research is to inform an organization about customers’ needs and
desires, marketing opportunities for particular goods and services, and changing attitudes and
purchase patterns of customers.
B. Marketing research can help a firm better understand market opportunities, ascertain the potential
for success for new products, and determine the feasibility of a particular marketing strategy.
C. Marketing research is used by all sorts of organizations to help develop marketing mixes to match
the needs of customers.
