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Marketing Research, 9th edition

Published by Pearson (February 1, 2019) © 2020

  • Alvin C. Burns Louisiana State University
  • Ann F. Veeck Western Michigan University

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For global marketing courses.

A conceptual approach and introduction to the field of marketing research

Written with an emphasis on the practical application of marketing research methods, Marketing Research teaches the basic fundamental statistical techniques needed to analyze market data.

The 9th Edition has been updated to offer the most current insights on forces shaping marketing research. This includes the widespread adoption of infographics, a pronounced shift toward mobile marketing research, and the impact of big data. Additionally, an updated and integrated case study throughout the text helps students relate the material to the real world and their future careers.

Hallmark features of this title

A conceptual approach

  • Emphasis on the practical application of marketing research methods helps students understand and apply the material to real situations.
  • Chapter-opening vignettes with contemporary company descriptions give students a more realistic perspective of marketing research.

Complete coverage

  • Digital Marketing Research sections explore rapidly expanding technologies that allow faster access to info than traditional methods.
  • Global Applications boxes let students compare marketing research from around the globe.

Integrated software

  • IBM SPSS 25.0 teaches students how to use this industry standard software.
  • An Auto Concepts case study with integrated dataset connects core concepts from every chapter and helps students formulate problems and analyze data.

New and updated features of this title

Complete coverage

  • UPDATED: Coverage of emerging trends and technologies includes panel companies, data visualization, Big Data, infographics, dashboards, mobile developments, and the notion of “insights”.
  • UPDATED: Marketing Research Insights descriptions reflect practical applications, digital marketing research, ethical considerations, and global applications.
  • REVISED: Active Learning Exercises ask students to apply recently learned concepts, such as tracking user behavior with Google Analytics and creating an infographic with Microsoft® PowerPoint®.
  • REVISED: Synthesize Your Learning challenges help students integrate material across chapters.
  • REVISED: Cases help students relate the material to the real world. New cases involve analyses of searchable Nielsen consumer panel data (Ch. 4) and point-of-sale (scanner) data (Ch. 5).
  • NEW: End-of-Chapter Job Skills Learned sections spell out how the info learned in each chapter can be applied in the workplace.

1. Introduction to Marketing Research
2. The Marketing Research Industry
3. The Marketing Research Process and Defining the Problem and Research Objectives
4. Research Design
5. Secondary Data and Packaged Information
6. Qualitative Research Techniques
7. Evaluating Survey Data Collection Methods
8. Understanding Measurement, Developing Questions, and Designing the Questionnaire
9. Selecting the Sample
10. Determining the Size of a Sample
11. Dealing with Field Work and Data Quality Issues
12. Using Descriptive Analysis, Performing Population Estimates, and Testing Hypotheses
13. Implementing Basic Differences Tests
14. Making Use of Associations Tests
15. Understanding Regression Analysis Basics
16. Communicating Insights

About our authors

Alvin C. Burns, Professor and Head, Emeritus, Professor of Marketing (retired), is the former Ourso Distinguished Chair of Marketing/Chairperson of Marketing in the E. J. Ourso College of Business Administration at Louisiana State University. He received his doctorate in marketing from Indiana University and an MBA from the University of Tennessee. Al has taught undergraduate and master's courses as well as doctoral seminars in marketing research for over 40 years. During this time, he has supervised a great many marketing research projects conducted for business-to-consumer, business-to-business, and not-for-profit organizations. His articles have appeared in the Journal of Marketing Research, Journal of Business Research, Journal of Advertising Research, and others. He is a Fellow in the Association for Business Simulation and Experiential Learning. He resides in Baton Rouge, Louisiana, with his wife, Jeanne.

Ann Veeck is Professor of Marketing at Western Michigan University. She received her PhD in business, with a major in marketing and a minor in statistics, from Louisiana State University and her Master of Marketing Research degree from the University of Georgia. She has taught marketing research and marketing analytics courses to thousands of undergraduate and MBA students for 20 years, using this marketing research text, of course. The focus of her research is family and food consumption patterns in developing nations, with an emphasis on China. She has also published extensively on best learning practices in marketing. She has received the top Haworth College of Business awards in both teaching and research, as well as a national award for innovative teaching from the Marketing Management Association. Ann lives in Kalamazoo, Michigan, with her husband, Gregory Veeck.

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