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Exploring Marketing Research 10th Edition

William G. Zikmund, Barry J. Babin

  • Published
  • Previous Editions 2007, 2003
  • 736 Pages

Overview

EXPLORING MARKETING RESEARCH deals with the design, collection, analysis, and reporting of marketing research data relevant to a firm's current and future needs. The text focuses on students as managers, not practitioners, of marketing research. Students learn about traditional types of marketing research, such as designing questionnaires, as well as the latest technological developments that facilitate marketing research including data collection devices, data analysis tools, and practical approaches to data analysis. In addition, this edition places more emphasis on ethical and international issues relating to marketing research.

William G. Zikmund, Oklahoma State University

William G. Zikmund, Ph.D., was a professor of marketing at Oklahoma State University until his death in 2002. He received his bachelor of science degree in marketing from the University of Colorado, a master of science degree from Southern Illinois University, and a Ph.D. in business administration with a concentration in marketing from the University of Colorado. Professor Zikmund worked in marketing research for Conway/Millikin Company and Remington Arms Company before beginning his academic career, and he had extensive consulting experience with business and not-for-profit organizations. Professor Zikmund published dozens of articles and papers in a diverse group of scholarly journals, including the JOURNAL OF MARKETING, ACCOUNTING REVIEW, and the JOURNAL OF APPLIED PSYCHOLOGY. He was the author of the successful textbooks EXPLORING MARKETING RESEARCH, BUSINESS RESEARCH METHODS, MARKETING, and EFFECTIVE MARKETING, as well as a work of fiction: A CORPORATE BESTIARY. Professor Zikmund was a member of several professional organizations, including the American Marketing Association, the Academy of Marketing Science, the Association for Consumer Research, the Society for Marketing Advances, the Marketing Educators¿ Association, and the Association of Collegiate Marketing Educators. He served on the editorial review boards of the JOURNAL OF MARKETING EDUCATION, MARKETING EDUCATION REVIEW, JOURNAL OF THE ACADEMY OF MARKETING SCIENCE, and JOURNAL OF BUSINESS RESEARCH. Professor Zikmund was an accomplished educator who strived to be creative and innovate in the classroom, and his books have been used in universities in Europe, Asia, Africa, South America, and North America, reaching more than a half million students worldwide.

Barry J. Babin, Louisiana Tech University

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.
  • The Internet is revolutionizing information systems, ways of gathering secondary data, survey processes, sampling, questionnaire design, qualitative analysis, and communication of results. Practically every chapter includes significant coverage of Internet-related topics, and most chapters also include review questions and activities that get students involved with the Internet in a relevant way. The "Survey This!" feature gets students and instructors directly involved with one important way that the Internet has changed research. This particular feature provides first-hand experience with the advantages and disadvantages of using online questionnaires. Additionally, students can then analyze data that they actually helped to provide. In addition to greater currency and attention given to the Internet, other key features added to the tenth edition include:
  • Survey This! Feature - Students respond to an online questionnaire using Qualtrics software. The questionnaire involves students' opinions, activities, and interests regarding numerous everyday behaviors ranging from study habits to involvement with social networking. The resulting data are made available to instructors and students. In the early chapters, this feature is useful for critiquing the way questionnaires are constructed and how research hypotheses are addressed in a questionnaire. In later chapters, students can use the data to respond to real research questions about other students. Students also get access to Qualtrics to design their own questionnaires.
  • WebTutor is a content-rich, web-based teaching and learning aid that reinforces chapter concepts and acts as an electronic student study guide. WebTutor provides you with interactive chapter review quizzes, writing improvement exercises, and flash cards of glossary terms. WebTutor also provides PowerPoint review slides, links to videos, and threaded discussions. WebTutor can also be used with both WebCT and Blackboard.
  • Tips of the Trade - Each chapter contains a useful list of important tips that correspond to the particular stage of the research process. The Tips provide information addressing practical questions such as interview length, question wording, interviewer involvement, sample size requirements, and guides for data reliability and validity as well as useful tips for testing hypotheses using inferential statistics.
  • New Chapter Vignettes--Each chapter opens with a story relevant to the material featured in that particular chapter. Some of these vignettes involve famous brands and companies, so the reader may well be familiar with some of the topics. Other vignettes involve "slice of life" stories describing a businessperson's struggle to make smart decisions and demonstrate how research is intertwined with this struggle. The ninth edition included all new vignettes and the tenth edition includes about a third new vignettes with updates to the others.
  • A Simplified Approach and Style--The boxed material, chapter objectives, and end-of-chapter materials are now presented in a simplified form that allows greater focus on the truly important information. Boxed materials highlight Research Snapshots that cover ethical angles of research, provide illustrations of research in practice, and offer relevant tips or detailed examples. The chapter learning objectives ensure an important coherence and structure to the chapters that culminate with the end-of-chapter materials. This deliberate approach has been taken to emphasize significant content material and issues, which will reinforce positive student learning outcomes. Moreover, this simplified approach continues into the analytical chapters, which now deemphasize statistical theory and detail and focus more on practical statistical application.
  • Increased Coverage on International Business Issues--The examples and illustrations make much greater use of international business. Readers of this book may end up working outside the United States or Canada, so the increased international examples will increase awareness of research issues beyond North America and open up domestic students to global dynamics. This is a particularly important addition to the text since cultural and language barriers often present challenges for the researcher.
  • Greater Attention to Qualitative Research--More and more companies are benefitting from qualitative research. In response to this important phenomenon, Chapter 6 was rewritten previously in the ninth edition to focus more exclusively on qualitative research. Phenomenology, grounded theory, ethnography, and case study approaches are now all covered. Several other chapters now emphasize qualitative research to a greater extent. For example, the Internet is not just a way of collecting quantitative data. Qualitative research is being dramatically changed by the Internet as consumers leave more and more artifactual data behind on social networking web sites, company chat rooms, blogs, twitters, and more.
  • Survey This! Feature - Students respond to an online questionnaire using Qualtrics software. The questionnaire involves students' opinions, activities, and interests regarding numerous everyday behaviors ranging from study habits to involvement with social networking. The resulting data are made available to instructors and students. In the early chapters, this feature is useful for critiquing the way questionnaires are constructed and how research hypotheses are addressed in a questionnaire. In later chapters, students can use the data to respond to real research questions about other students. Students also get access to Qualtrics to design their own questionnaires.
  • Tips of the Trade - Each chapter contains a useful list of important tips that correspond to the particular stage of the research process. The Tips provide information addressing practical questions such as interview length, question wording, interviewer involvement, sample size requirements, and guides for data reliability and validity as well as useful tips for testing hypotheses using inferential statistics.
  • New Chapter Vignettes--Each chapter opens with a story relevant to the material featured in that particular chapter. Some of these vignettes involve famous brands and companies, so the reader may well be familiar with some of the topics. Other vignettes involve "slice of life" stories describing a businessperson's struggle to make smart decisions and demonstrate how research is intertwined with this struggle. The ninth edition included all new vignettes and the tenth edition includes about a third new vignettes with updates to the others.
  • A Simplified Approach and Style--The boxed material, chapter objectives, and end-of-chapter materials are now presented in a simplified form that allows greater focus on the truly important information. Boxed materials highlight Research Snapshots that cover ethical angles of research, provide illustrations of research in practice, and offer relevant tips or detailed examples. The chapter learning objectives ensure an important coherence and structure to the chapters that culminate with the end-of-chapter materials. This deliberate approach has been taken to emphasize significant content material and issues, which will reinforce positive student learning outcomes. Moreover, this simplified approach continues into the analytical chapters, which now deemphasize statistical theory and detail and focus more on practical statistical application.
  • Increased Coverage on International Business Issues--The examples and illustrations make much greater use of international business. Readers of this book may end up working outside the United States or Canada, so the increased international examples will increase awareness of research issues beyond North America and open up domestic students to global dynamics. This is a particularly important addition to the text since cultural and language barriers often present challenges for the researcher.
  • Greater Attention to Qualitative Research--More and more companies are benefitting from qualitative research. In response to this important phenomenon, Chapter 6 was rewritten previously in the ninth edition to focus more exclusively on qualitative research. Phenomenology, grounded theory, ethnography, and case study approaches are now all covered. Several other chapters now emphasize qualitative research to a greater extent. For example, the Internet is not just a way of collecting quantitative data. Qualitative research is being dramatically changed by the Internet as consumers leave more and more artifactual data behind on social networking web sites, company chat rooms, blogs, twitters, and more.
Preface.
Part I: INTRODUCTION.
1. The Role of Marketing Research.
2. Information Systems and Knowledge Management.
3. The Marketing Research Process.
4. The Human Side of Marketing Research: Organizational and Ethical Issues.
Part II: BEGINNING STAGES OF THE RESEARCH PROCESS.
5. Problem Definition: Jump-Starting the Research Process.
6. Qualitative Research Tools.
7. Secondary Data Research in a Digital Age.
Part III: RESEARCH DESIGNS FOR COLLECTING PRIMARY DATA.
8. Survey Research: An Overview.
9. Survey Research: Basic Methods of Communication with Respondents.
10. Observation.
11. Experimental Research: An Overview.
12. Test-Markets and Experimental Design.
Part IV: MEASUREMENT CONCEPTS.
13. Measurement.
14. Attitude Measurement.
15. Questionnaire Design.
Part V: SAMPLING AND FIELDWORK.
16. Sampling Designs and Sampling Procedures.
17. Determination of Sample Size: A Review of Statistical Theory.
18. Fieldwork.
Part VI: DATA ANALYSIS AND PRESENTATION.
19. Editing and Coding: Transforming Raw Data into Information.
20. Basic Data Analysis: Descriptive Statistics.
21. Univariate Statistical Analysis.
22. Bivariate Statistical Analysis: Differences Between Two Variables.
23. Bivariate Statistical Analysis: Measures of Association.
24. Introducing Multivariate Statistical Analysis.
25. Communicating Research Results: Research Report, Oral Presentation, and Research Follow-Up.
Part VII: COMPREHENSIVE CASES WITH COMPUTERIZED DATABASES.
Appendix:
Statistical Tables.
Glossary of Frequently Used Symbols.
Glossary – Endnotes.

Textbook Only Options

Traditional eBook and Print Options

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  • ISBN-10: 0324788444
  • ISBN-13: 9780324788440
  • Bookstore Wholesale Price $266.50
  • RETAIL $353.95

Cengage provides a range of supplements that are updated in coordination with the main title selection. For more information about these supplements, contact your Learning Consultant.

FOR INSTRUCTORS

Instructor's Companion Website

ISBN: 9781305263741
Web Resources at www.cengage.com/marketing/zikmund provide the latest information about what's new and what's cool in marketing research. The Instructor's Manual, Test Bank, PowerPoint slides, and Video Cases can also be found here. The site also features links to other research-related sites.

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ISBN: 9781305263772
Cengage Learning Testing Powered by Cognero is a flexible, online system that allows you to: Author, edit, and manage test bank content from multiple Cengage Learning solutions; create multiple test versions in an instant; deliver tests from your learning management system, your classroom or wherever you want!