For courses in global marketing.

Marketing Research

The Eighth Edition of Marketing Research continues to provide readers with a “nuts and bolts” introduction to the field of marketing research. Intended for readers with no prior background in marketing research, the book teaches the basic fundamental statistical models needed to analyze market data.

This new edition continues with the successful condensed and streamlined organization as the previous edition. An integrated case study throughout the text helps readers relate the material to the real world--and their future careers. All information has been updated to offer the most current insights on forces shaping marketing research, such as the impact of social media and mobile technologies.

Alvin C. Burns is the Ourso Distinguished Chair of Marketing and 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. Professor Burns has taught undergraduate and master’s-level 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; their purebred Yellow Lab, Shadeaux (it’s a Louisiana thing!); and Indy, their mixed-breed rescue dog who wandered into their backyard on a Fourth of July weekend.

Ronald F. Bush is Distinguished University Professor of Marketing at the University of West Florida. He received his B.S. and M.A. from the University of Alabama and his Ph.D. from Arizona State University. With over 35 years of experience in marketing research, Professor Bush has worked on research projects with firms ranging from small businesses to the world’s largest multinationals. He has served as an expert witness in trials involving research methods, often testifying on the appropriateness of research reports. His research has been published in leading journals, including the Journal of Marketing, Journal of Marketing Research, Journal of Advertising Research, Journal of Retailing, and Journal of Business, among others. In 1993, he was named a Fellow by the Society for Marketing Advances. He and his wife, Libbo, live on the Gulf of Mexico, where they can often be found playing “throw the stick” with their Scottish terrier, Maggie.

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. The Research Report