Table of Contents

Part one: Introduction to the research process
1.The role of marketing research and the research process
Part two: Defining the problem
2. Problem definition and the research process
Part three: Planning the research design
3. Qualitative research
4. Digital research using secondary data
5. Survey research
6. Observation
7. Experimental research and test marketing
8. Measurement
9. Questionnaire design
Part four: Planning the sample
10. Sampling: Sample design and sample size
Part five: Collecting the data
11. Editing and coding: Transforming raw data into information
Part six: Analysing the data
12. Univariate statistical analysis: A recap of inferential statistics
13. Bivariate statistical analysis: Tests of differences
14. Bivariate statistical analysis: Tests of association
15. Multivariate statistical analysis
Appendix 15 A Measuring consumer utility
Part seven: Formulating conclusions and writing the final report
16. Communicating research results: Research report, oral presentation, and research follow-up

About the Author

Dr. Ben Lowe is a Reader in Marketing at Kent Business School, University of Kent, UK. He has been a marketing academic in the UK and Australia for over 10 years and has taught across the marketing curriculum at undergraduate and postgraduate level. Ben has also published extensively in the field of consumer behaviour, and has made contributions to our understanding of pricing, innovation adoption, social marketing, marketing communications and interactive marketing.
Qualifications: PhD (Griffith), BBus (Monash), BCom (Sydney), PGCHE (Kent) Hume Winzar is an Associate Professor in Business at Macquarie University, Sydney. He is regarded as one of Australia’s authorities on conjoint analysis and research design. Over the last 30 years he has taught the full range of marketing courses in universities across Australia, SE-Asia, Eastern Europe, Canada and the USA. Hume currently teaches in marketing research and marketing metrics at undergraduate and postgraduate levels. He has also published in marketing theory, consumer behaviour and research methodology and he has contributed to publications in psychology, management, accounting and banking.
Qualifications: B.Business (QUT), MBA (UQ), M.Commerce.(Bond), PhD (Sydney), GCHE (Griffith) Dr. Steve d’Alessandro is a Professor in marketing at CSU. He currently teaches in the areas of Market Research, Consumer Behaviour and Digital Marketing. Steve has published 92 refereed papers in leading international journals, books, and conferences as well as co-authoring numerous textbooks.
Qualifications: PhD (UWA), M.Comm (Curtin), B.Comm, Hons. (UWA), Cert. Tertiary Teaching (Murdoch). Barry J. Babin has authored over 70 research publications in some of the most prestigious research periodicals, including the JOURNAL OF MARKETING, THE JOURNAL OF CONSUMER RESEARCH, THE JOURNAL OF BUSINESS RESEARCH, THE JOURNAL OF RETAILING, PSYCHOLOGICAL REPORTS, PSYCHOLOGY AND MARKETING, and THE JOURNAL OF THE ACADEMY OF MARKETING SCIENCE, among others.Babin is currently Max P. Watson, Jr., Professor of Business and chair of the department of marketing and analysis at Louisiana Tech University. He has won numerous honors for his research, including the Louis K. Brandt Faculty Research Award from the University of Southern Mississippi (on three occasions), the 1996 Society for Marketing Advances (SMA) Steven J. Shaw Award, the 1997 Omerre Deserres Award for Outstanding Contributions to Retail and Service Environment Research, and the Academy of Marketing Science’s Harold W. Berkman Distinguished Service Award. He is a former president of the Academy of Marketing Sciences and the Society of Marketing Advances, and he currently serves the marketing editor for the JOURNAL OF BUSINESS RESEARCH.Babin’s research focuses on the effect of the service environment in creating value for employees and customers. His expertise is in building and understanding value that leads to long-lasting, mutually beneficial relationships with employees and customers. His primary teaching specialties involve consumers and service quality, marketing research, and creative problem solving. A frequent international lecturer, he has presented in Australia, South Korea, France, Germany, New Zealand, South Africa, Canada, Sweden, and the United Kingdom. William G. Zikmund (1943-2002) was a professor of marketing at Oklahoma State University. He received his bachelor of science in marketing from the University of Colorado, a masters of science from Southern Illinois University, and a PhD in business administration from the University of Colorado.
Professor Zikmund worked in marketing research for ConwayMillikin Company and Remington Arms Company before beginning his academic career. In addition, he had extensive consulting experience with many business and not-for-profit organizations. Professor Zikmund published many articles and successful textbooks. His books include Marketing, Effective Marketing, Exploring Marketing Research, and Business Research Methods.
He was an active teacher who strived to be creative and innovate in the classroom. His books have been used in Universities in Europe, Asia, Africa, South America, and North America.
More than half a million students have read his books. William G. Zikmund (1943-2002) was a professor of marketing at Oklahoma State University. He received his bachelor of science in marketing from the University of Colorado, a masters of science from Southern Illinois University, and a PhD in business administration from the University of Colorado.
Professor Zikmund worked in marketing research for ConwayMillikin Company and Remington Arms Company before beginning his academic career. In addition, he had extensive consulting experience with many business and not-for-profit organizations. Professor Zikmund published many articles and successful textbooks. His books include Marketing, Effective Marketing, Exploring Marketing Research, and Business Research Methods.
He was an active teacher who strived to be creative and innovate in the classroom. His books have been used in Universities in Europe, Asia, Africa, South America, and North America.
More than half a million students have read his books.