Instructor‘s Manual for
Marketing Research:
An Applied Orientation
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Naresh K. Malhotra
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Marketing Research:
An Applied Orientation
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Seventh Edition
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Naresh K. Malhotra
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New York, NY
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,Part I: Introduction and Early Phases of Marketing
Research
Chapter 1
INTRODUCTION TO MARKETING RESEARCH
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FIGURES AND TABLES
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Figures
Figure 1.1 A Classification of Marketing Research
Figure 1.2 The Role of Marketing Research
Figure 1.3 Marketing Research Suppliers and Services
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Tables
Table 1.1 Problem Solving Research
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Table 1.2 Top 25 Global. Market Research Firms
Table 1.3 An Overview of Ethical Issues in the Marketing and Research Process
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CHAPTER OBJECTIVES
1.1. Define marketing research and distinguish between problem identification and problem-
solving research.
1.2. Describe a framework for conducting marketing research as well as the six steps of the
marketing research process.
, 1.3. Understand the nature and scope of marketing research and its role in designing and
implementing successful marketing programs.
1.4. Explain how the decision to conduct marketing research is made.
1.5. Discuss the marketing research industry and types and roles of research suppliers,
including internal and external, full-service, and limited-service suppliers.
1.6. Describe careers available in marketing research and the backgrounds and skills needed
to succeed in them.
1.7. Acquire an appreciation of the international dimension and the complexity involved in
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international marketing research.
1.8. Describe the use of social media as a domain to conduct marketing research.
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1.9. Discuss the developing field of mobile marketing research and its advantages and
disadvantages
1.10. Gain an understanding of the ethical aspects of marketing research and the
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responsibilities each of the marketing research stakeholders have to themselves, each
other, and the research project.
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AUTHOR‘S NOTES: CHAPTER FOCUS
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This introductory chapter provides an overview of the nature and scope of marketing research.
A definition and classification of marketing research is provided. An overview of the marketing
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research process is presented. Marketing research suppliers, services and careers in marketing
research are covered. International marketing research is introduced and ethical considerations
are discussed. We also explain how the Internet and computers can be used to facilitate the
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marketing research process
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While similar in many ways to the material in competing texts, this chapter is different in that it
presents a classification of marketing research (Figure 1.1). The classification of marketing
research suppliers and services is also unique (Figure 1.3).
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