Chapter 1: The Role of Marketing Research TABLE OF CONTENTS Purpose and Perspective of the Chapter...................................................................................................2 Chapter Objectives .....................................................................................................................................2 Complete List of Chapter Activities and Assessments.............................................................................2 Key Terms....................................................................................................................................................2 What's New in This Chapter .....................................................................................................................3 Chapter Outline ..........................................................................................................................................3 Review Questions........................................................................................................................................6 Additional Insights and Activities ............................................................................................................7 Instructor Manual: Chapter 1: The Role of Marketing Research © 20 2 24 Cengage Learning, Inc. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. PURPOSE AND PERSPECTIVE OF THE CHAPTER The purpose of this chapter is to introduce marketing research as a much broader and more common activity than many people realize. In this chapter, we begin with the definition of marketing research before moving on to discuss the different types of firms that conduct marketing research. The variety of firms conducting research leads naturally into a brief introduction of the jobs in marketing research and the skills needed. The chapter concludes with the reasons anyone can benefit from a better understanding of marketing research. CHAPTER OBJECTIVES The following objectives are addressed in this chapter: 1-1 Define marketing research. 1-2 Discuss different kinds of firms that conduct marketing research. 1-3 List at least three different types of jobs in marketing research. 1-4 List three reasons for studying marketing research