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Created through a "student-tested, faculty-approved" review process, MR is an engaging and accessible solution to accommodate the diverse learning styles of today's students at a value-based price. MR provides an exciting, innovative approach to Marketing Research that provides the material needed for a successful course.

Tom J. Brown, Oklahoma State University

Tom J. Brown is Noble Foundation Chair in Marketing Strategy and Professor of Marketing in the Spears School of Business at Oklahoma State University. In addition, he serves as Director of the Center for Customer Interface Excellence in the Spears School. He received his Ph.D. from the University of Wisconsin-Madison. Dr. Brown teaches marketing research and has supervised hundreds of student research projects for industry clients ranging from not-for-profit service organizations to Fortune 500 companies. Dr. Brown is a past recipient of the Sheth Foundation Best Paper Award in the Journal of the Academy of Marketing Science. In addition, he received a Richard D. Irwin Foundation Doctoral Dissertation Fellowship while at the University of Wisconsin, the Kenneth D. and Leitner Greiner Teaching Award, and the Regents Distinguished Research Award, both at Oklahoma State University. In addition, he was recognized as an International Research Fellow at the University of Oxford for his work on corporate reputation. Dr. Brown's articles have appeared in the Journal of Marketing Research, Journal of Marketing, Journal of Consumer Research, Journal of Applied Psychology, Journal of Retailing, and Journal of Service Research. His current research interests include organizational frontline research (e.g., customer orientation of frontline employees; customer influences on frontline employees) and causes and effects of corporate associations (e.g., reputation, identity). He is cofounder of the Corporate Associations/Identity Research Group as well as the Organizational Frontlines Research Symposia series. He is active in the American Marketing Association, having co-chaired multiple national conferences, co-hosted the AMA/Sheth Doctoral Consortium, and served as president of the Academic Council. In addition, he serves in a leadership role at Sunnybrook Christian Church.

Tracy A. Suter, The University of Tulsa

Tracy A. Suter received his Ph.D. from the University of Arkansas. Prior to joining the management and marketing faculty at The University of Tulsa, he served as a faculty member in the Department of Marketing and School of Entrepreneurship at Oklahoma State University and as a marketing faculty at the University of Southern Mississippi. Dr. Suter teaches a wide range of courses with emphasis on marketing research and applied creativity. Each semester undergraduate marketing research students complete real-world research projects for area for-profit and not-for-profit firms under his guidance. These service-learning projects now number in the hundreds completed. Dr. Suter’s research interests include public policy, the use of new, innovative technologies in marketing and entrepreneurship, and consumer-to-consumer communities. He has published in journals such as the Journal of Business Research, Journal of Public Policy & Marketing, and Journal of Retailing among many others. He also served on two editorial review boards of academic journals and is a frequent reviewer for other journals and conferences. Dr. Suter is currently the first holder of the David and Leslie Lawson Chair at Tulsa and is the former Daniel White Jordan Chair at Oklahoma State. He has received numerous awards for both research and teaching activities including the University of Arkansas Award for Excellence in Teaching, the Sherwin-Williams Distinguished Teaching Competition Award given by the Society for Marketing Advances, and the Kenneth D. and Leitner Greiner Outstanding Teaching, Regents Distinguished Teaching, and President’s Outstanding Faculty Awards all at Oklahoma State University. Dr. Suter is frequently asked to speak to doctoral students and other academic groups about teaching excellence.
  • Thorough coverage of basic research process (structure is based on well-known book in 7th edition) with a casual writing style and appealing visuals.
  • Book has been vetted by industry advisory panel.
  • An innovative combination of content delivery both in print and online provides a core text and a wealth of comprehensive multimedia teaching and learning assets based on input from student focus groups and surveys, and from interviews with faculty and students.
  • Shorter, comprehensive chapters in a modern design present content in a more engaging and accessible format without minimizing coverage for your course.
  • Chapter In Review Cards in the back of the Student Edition provides students with a portable study tool containing all of the pertinent information for class preparation.
  • Instructor Prep Cards in the back of the Instructor's Edition makes preparation simple with detachable cards for each chapter, offering a quick map of chapter content, a list of corresponding PowerPoint and video resources, additional examples, and suggested assignments and discussion questions to help you organize chapter content efficiently.
  • A full suite of unique learning tools that appeal to different learning styles is available to students with the purchase of a new book. Quizzes, audio downloads, video podcasts, and more are only a click away. *(please make sure the resources you list pertain to your title and are available.)*
1. Marketing Research: From Data to Information to Recommended Strategies.
The problem: Marketers need information. Who does marketing research? Why study marketing research? The research process.
2. The Research Question: Formulation of the Problem/Opportunity.
Problems versus opportunities. The problem formulation process. Preparing an effective research request agreement. The research proposal. Research to avoid. Choosing a research supplier.
3. Exploratory, Descriptive and Causal Research Designs.
Types of research design. Exploratory research designs. Descriptive research designs. Causal research designs. Market testing.
4. Collecting Secondary Data from Inside and Outside the Firm.
Secondary data versus primary data. Advantages and disadvantages of secondary data. Internal secondary data. Components of a decision support system. External secondary data. Standardized marketing information services.
5. Collecting Primary Data by Communication.
Types of primary data. Collecting data by communication versus observation. Structured versus unstructured communication. Issues in the use of disguise. Methods of administering questionnaires.
6. Collecting Primary Data by Observation
Observation research. Structured versus unstructured observation. Using disguise with observation research. Choosing a natural or contrived setting for observation. Human versus mechanical observation.
7. Asking Good Questions.
Scales of measurement. Measuring attitudes and other unobservable variables. Self-report attitude scales. Other issues in designing scales. Establishing the validity and reliability of measures.
8. Designing the Questionnaire or Observation Form.
Steps in questionnaire design. Designing observation forms.
9. Planning the Sample and Sample Size.
Developing the sampling plan. Nonprobability samples. Probability samples. How big a sample do you need?
10. Data Collection: Enhancing Response Rates while Limiting Errors and Biases
Importance of nonsampling errors. Types of nonsampling errors. Calculating response rates. Improving response rates.
11. Data Preparation for Analysis.
Editing. Coding. Cleaning the data. Handling missing data.
12. Analysis & Interpretation: Individual Variables Independently.
Basic univariate statistics: Categorical measures. Basic univariate statistics: Continuous measures. Hypothesis testing. Testing hypotheses about individual variables.
13. Analysis & Interpretation: Multiple Variables Simultaneously.
Analyses with categorical measures. Analyses with categorical and continuous measures. Analyses with continuous measures.
14. The Research Answer: Project Findings and Strategic Recommendations.
The written research report: Writing standards. The written research report. The oral presentation. Using graphics to communicate results.

Textbook Only Options

Traditional eBook and Print Options

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  • ISBN-10: 1111532400
  • ISBN-13: 9781111532406
  • Bookstore Wholesale Price $52.50
  • RETAIL $69.95

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.


Instructor's Resource CD-ROM

ISBN: 9781111534820
Find all of the instructor tools you need with this easy-to-use CD. You can electronically review, edit, and copy what you need from the Instructor's Manual, PowerPoint® slides, Test Bank, and ExamView® testing program.

CourseMate Instant Access

ISBN: 9781285171975
Coursemate for MR2 brings course concepts to life with interactive learning, study, and exam preparation tools that support MR2. Coursemate for MR2 includes an integrated eBook, teaching and learning tools, and Engagement Tracker, a first-of-its-kind tool that monitors student engagement in the course. Instructors will also find: First Day of Class Instructions, custom options through the 4LTR+ Program, Instructor's Manual, Test Bank, PowerPoint Slides, Instructor Prep Cards, data sets, MR video cases, Qualtrics/Excel video tutorials, and Engagement Tracker.

Qualtrics Instant Access Code

ISBN: 9781285184968


CourseMate Instant Access

ISBN: 9781285171975
Coursemate for MR2 brings course concepts to life with interactive learning, study, and exam preparation tools that support MR2. Coursemate for MR2 includes an integrated eBook, teaching and learning tools, and Engagement Tracker, a first-of-its-kind tool that monitors student engagement in the course. Students will also have access to an Interactive eBook, Auto-Graded Quizzes, Flashcards, Games including crossword puzzles and beat the clock, PowerPoint Slides, Qualtrics/Excel video tutorials, MR video cases, data sets, and eLectures.

Qualtrics Instant Access Code

ISBN: 9781285184968