Solution Manual For Marketing Research Applied Insight, 6th edition Dan Nunan David F. Birks Nares

Instructor’s Manual Marketing Research Applied Insight Sixth edition

Daniel Nunan David F. Birks Naresh K. Malhotra For further instructor material please visit:

go.pearson.com/uk/he/resources ISBN: 978-1-292-30873-9

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Lecturers adopting the main text are permitted to download and photocopy the manual as required.

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Original 6th edition entitled Marketing Research: An Applied Orientation published by Prentice Hall Inc., a Pearson Education company Copyright Prentice Hall Inc. Third edition published 2007 Fourth edition published 2012 Fifth edition published 2017 This edition published 2020 © Pearson Education Limited 2020

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Contents Chapters

Pages

1. Introduction to marketing research and insight

5

2. Defining the research problem and developing a research approach

11

3. Research design

17

4. Secondary data collection and analysis

24

5. Internal secondary data and analytics

32

6. Qualitative research: its nature and approaches

39

7. Qualitative research: focus group discussions

50

8. Qualitative research: in-depth interviewing and projective techniques

59

9. Qualitative research: data analysis

68

10. Survey and quantitative observation techniques

77

11. Causal research design: experimentation

86

12. Measurement and scaling: fundamentals, comparative and non-comparative scaling

92

13. Questionnaire design

99

14. Sampling: design and procedures

107

15. Sampling: determining sample size

115

16. Survey fieldwork

121

17. Social media research

129

18. Mobile research

134

19. Data integrity

137

20. Frequency distribution, cross-tabulation and hypothesis testing

145

21. Analysis of variance and covariance

155

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Chapters

Pages

22. Correlation and regression

164

23. Discriminant and logit analysis

176

24. Factor analysis

182

25. Cluster analysis

194

26. Multidimensional scaling and conjoint analysis

200

27. Structural equation modelling and path analysis

207

28. Communicating research findings

215

29. Business-to-business (b2b) marketing research

222

30. Research ethics, privacy and trust

228

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CHAPTER ONE

Introduction to marketing research and insight Questions 1. Describe the purpose of marketing research.

The purpose of marketing research is to generate and deliver information and insight with the highest levels of scientific credibility and integrity. Such generation and delivery should be conducted with awareness that decision makers are faced with a growing plethora of information, much of which is free and of dubious quality. Within this context, marketing research should be seen as an investment in evidence-based decision support. Researchers should provide relevant, accurate, reliable, valid and current information in order to support sound marketing decisions.

Marketing research should help to remove uncertainty by providing relevant information about consumers, marketing variables and the environment in which decision makers operate.

2. What kinds of decisions are made by marketing managers? How does marketing research help in supporting these decisions?

Marketing managers make strategic and tactical decisions in the process of identifying and satisfying customer needs. Strategic and tactical marketing decisions may cover managerial, design and visual challenges. Marketing managers make decisions about potential opportunities and problems, target market selection, market segmentation, planning, implementing and controlling marketing plans. They devise the most effective ways to realise opportunities and overcome problems. The researcher supports marketing managers by seeking to do the following:

• Describe the nature and scope of customer groups.

• Understand the nature of forces that shape customer groups.

• Understand the nature of forces that shape the marketer’s ability to satisfy targeted customer groups.

• Test individual and interactive marketing mix variables.

• Monitor and reflect upon past successes and failures in marketing decisions.

3. What do you see as the major challenges for researchers that emerge from the ESOMAR definition of marketing research?

The definition: Marketing research links the consumer, customer and public to the marketer through information that is used to identify and define marketing opportunities and problems; generate, refine and evaluate marketing actions; and to improve understanding of marketing as a process and of the ways in which specific marketing activities can be made more effective.

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