Solution Manual for Exploring Marketing Research, 11th Edition

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Product details:

• ISBN-10 ‏ : ‎ 1305263529
• ISBN-13 ‏ : ‎ 978-1305263529
• Author: William G. Zikmund; Barry J. Babin
• EXPLORING MARKETING RESEARCH, 11E, provides a thorough guide to the design, execution, analysis, and reporting of marketing research to support effective business decisions. The text prepares students to approach marketing research from a management perspective rather than as hands-on practitioners, providing valuable business context while introducing both traditional research methods, such as designing questionnaires, and the latest technological advances, including current data collection devices, data analysis tools, practical approaches to data analytics, and the impact of social media and artifactual online data. In addition to updates based on recent trends and technology, the new 11th Edition features an increased emphasis on ethical and international issues, reflecting their growing importance in modern marketing research.

Table Of Contents:

Preface vii

1 The Role of Marketing Research in Management Decision Making 1

Nature of Marketing 1

The Marketing Concept 2

Opportunistic Nature of Marketing Research 2

External Marketing Environment 2

Marketing Research and Decision Making 3

Marketing Research Defined 3

Importance of Marketing Research to Management 3

Understanding the Ever-Changing Marketplace 4

Social Media and User-Generated Content 4

Proactive Role of Marketing Research 5

Applied Research versus Basic Research 6

Decision to Conduct Marketing Research 6

Development of Marketing Research 8

Inception: Pre-1900 8

Early Growth: 1900–1920 9

Adolescent Years: 1920–1950 9

Mature Years: 1950–2000 10

The Connected World: 2000–2010 10

Big Data and Data Analytics: 2010–Present 12

Summary 14

Key Terms 14

Questions for Review & Critical Thinking 14

Real-Life Research 1.1: Acxiom—The Data Giant 15

Real-Life Research 1.2: Can Anyone Be a Market Researcher? 15

2 The Marketing Intelligence Universe and Research Ethics 17

Rapidly Changing Structure of the Marketing Research Industry 17

Organizations Involved in Marketing Intelligence 18

Consumer and Industrial Goods and Services Producers 18

Governments and Universities 20

Media Companies 20

Custom Research Firms 20

Syndicated Service Firms 21

Digital Companies 22

Competitive Intelligence 22

Limited-Function Research Firms 22

Online and Mobile Tracking Firms 22

Big Data Analytic Firms 23

Specialized Service Suppliers 23

Consumer and Industrial Corporate Marketing Research Departments 24

Research Suppliers 25

Consumer Watch 25

Consumer Buy 27

Using Marketing Research—A Corporate Perspective 27

External Clients 28

Internal Clients 28

Marketing Research Ethics 30

Ethical Theories 30

Research Supplier Ethics 31

Client Ethics 34

Field Service Ethics 36

Respondents’ Rights 37

Ethics and Professionalism 38

Summary 41

Key Terms 41

Questions for Review & Critical Thinking 41

Working the Net 42

Real-Life Research 2.1: Hey, No One Is Perfect 42

Real-Life Research 2.2: Coke Juices Up a Market Test 43

3 Problem Definition, Exploratory Research, and the Research Process 44

Critical Importance of Correctly Defining the Problem 44

Recognize the Problem or Opportunity 45

Find Out Why the Information Is Being Sought 46

Understand the Decision-Making Environment with Exploratory Research 46

Use the Symptoms to Clarify the Problem 49

Translate the Management Problem into a Marketing Research Problem 49

Determine Whether the Information Already Exists 50

Determine Whether the Question Can Be Answered 50

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