Babin/Zikmund 5e Marketing Research Instructor’s Manual
01-1
Chapter 1 The role of marketing research and the research process Learning objectives LO1
To understand the difference between basic and applied marketing research.
LO2
To understand the managerial value of marketing research as a management decisionmaking tool and its role in the development and implementation of marketing strategy.
LO3
To understand when marketing research is needed and when it should not be conducted.
LO4
To understand that marketing research sits within a global context and is continuously changing in response to new communication technologies.
LO5
To list the stages in the marketing research process.
Chapter summary This introductory chapter lays the foundation of studying marketing research by discussing its nature, value and need in today’s technological world. The structure of the text is also explained (i.e., chapter contents in relation to the marketing research process) and the stages in the research process are summarised and presented in a flowchart (Figure 1.4).
Teaching notes LO1 The nature of marketing research Marketing research fulfils the marketing manager’s need for knowledge of the market and helps them predict how it will respond to marketing decisions. Increasingly, marketing research is used in government and not-for-profit sectors to assist in decision-making in health campaigns, setting government policy, and road safety campaigns. The emphasis of marketing research is to shift decision-makers from risky intuitive decisions to decisions based on systematic and objective investigations.
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