Chapter 1 – The Role of Marketing Research
I. Learning Objectives:
Upon completing this chapter, the student should be able to:
1. Define marketing research.
2. Discuss different kinds of firms that conduct marketing research.
▪ Producers of Products and Services
3. List some of the skills that are important for careers in marketing research.
4. 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
B. Who Does Marketing Research?
1. Companies That Produce or Sell Products and Services
Manager’s Focus
Chapter 1 – The Role of Marketing Research
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Research Window 1.2: Marketing Research at Herschend Family
Entertainment Properties
3. Marketing Research Companies
C. Job Opportunities in Marketing Research
1. Types of Jobs in Marketing Research
Research Window 1.3: Marketing Research Company Job Titles and
Compensation
D. Why Study Marketing Research?
E. Summary
F. Key Terms
III. Answers to Review Questions:
1. Marketing research is the process of gathering and interpreting data for use in
developing, implementing, and monitoring the firm’s marketing plans. Its key
2. Marketing research is performed by individuals and organizations, which includes
3. Marketing research grew after WWII because it was during this period that
competition for customers greatly increased.
5. It is necessary to have good analytical, conceptual, communication, and human-
relations skills to gain a job in marketing research. An applicant should also be
comfortable working with numbers and with statistical techniques; it is necessary
to maintain these skills one excels up job levels.
6. Good management skills are necessary in the higher positions of marketing
7. The text lists three reasons to study marketing research: (1) Some students pursue
it as a career; (2) almost everyone is a consumer of marketing research in one way
IV. Instruction Suggestions:
1. Many students begin their marketing research courses believing that marketing
research doesn’t apply to them, because they don’t plan to be a researcher
when they graduate. Accordingly, many of these students simply want to get
through the course with a passing grade and get on to other classes that they
perceive will be more interesting. Another set of students will have been putting
students or what they believe the course is going to be like. Usually, several
students will honestly express what they’ve heard or believe. This should provide
the instructor an initial “feel” for his/her students and their expectations. It also
We have designed Chapter One in such a way that it should keep the students
interested. Importantly, at the end of the chapter we specifically point out why it
is important for students to learn about research. Instructors who handle
administrative details during the first class session and begin course material
during the second session will benefit from having students read the chapter
ahead of the second session.
2. A useful starting point for the course is a quick review of the marketing concept
(i.e., companywide consumer orientation with the objective of achieving long–
3. The instructor could add significant value to the learning of marketing research by
comparing and contrasting some important ground rules of the marketing
discipline. First, the terms consumer and customer are often used interchangeably
in marketing; however, it is not always appropriate to do so. Consumers could be
4. Many students are at least vaguely familiar with Nielsen ratings in regards to
television viewership, so the opening story might be familiar. Some might have
5. The scope of advertising agency roles is likely not common knowledge among
students, but they have all been exposed to the outcome of an agency’s efforts.
6. It is possible that students place an overemphasis on analytical skills while either
underestimating or not considering the other three common skill sets of marketing
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researchers. This presents a good opportunity to start at the end of the process
7. An alternative way of addressing the role played by marketing research is by
8. Ask the students to name (1) a company or industry and (2) the type of information
that company or industry might need to make better marketing (i.e., product,
9. Discuss next the job opportunities available in marketing research. Research
10. At this point it is possible that very few students have realistically considered
marketing research as a viable career option. It is more likely that they have seen
summaries of research studies (e.g., medical or political research is often
newsworthy) in news reports, so this can serve to emphasize the researcher
11. Finally, as mentioned above, it is very important to communicate to students
why it is crucial that they learn about marketing research. Some students may
opportunities to use or interpret marketing research in many aspects of
everyday life.