Higher Education

Essentials of Marketing Research, 5th Edition

  • includes Qualtrics Printed Access Card
  • William G. Zikmund Oklahoma State University
  • Barry J. Babin Louisiana Tech University
  • ISBN-10: 1285752031  |  ISBN-13: 9781285752037
  • 480 Pages
  • Previous Editions: 2013, 2010, 2007
  • © 2013 | Published
  • College Bookstore Wholesale Price = $187.25
  • Newer Edition Available



Focusing on students as managers, the exciting new ESSENTIALS OF MARKETING RESEARCH, 5e, offers concise yet thorough coverage that delivers the essential information students need to skillfully use marketing research in making effective business decisions. It also equips readers with the skills to perform basic, core marketing research tasks. Designed specifically for instructors who prefer a more concise introduction to marketing research topics, it succinctly addresses the design, collection, analysis, and reporting of marketing research data relevant to a firm's current and future needs. Reflecting the latest developments from the field, the Fifth Edition features an increased emphasis on behavioral tracking, social networking, smart phones, and the resulting impact on marketing research.

Additional Product Information

Features and Benefits

  • Student Friendly: ESSENTIALS OF MARKETING RESEARCH, 5e offers balanced coverage of decision making, qualitative research, and quantitative research tools. Its signature practical, easy-to-understand approach reinforces positive student learning outcomes.
  • Hands-on Practice: After illustrating how the Internet is revolutionizing information systems, ways of gathering secondary data, survey processes, sampling, questionnaire design, qualitative analysis, and communication of results, the text enables students to get personal experience using technological tools to build surveys using Qualtrics.
  • Real-World Vignettes: Each chapter sets the stage with a story relevant to the topics discussed within. Vignettes include real-world companies as well as "slice of life" stories describing a business person's struggle to make smart decisions. Both demonstrate how research is intertwined with their struggle. These examples are referred to throughout most of the chapters, providing readers with a running example.
  • International Coverage: Expanded international examples increase awareness of research issues beyond North America, exposing domestic students to global dynamics. Cultural and language barriers often present challenges for the researcher, and many readers may work outside the United States or Canada--making these illustrations very relevant to future business leaders.
  • New Case Material: Almost all chapters include at least one new end-of-chapter case as well as several new end-of-book cases. These cases present interesting, real-life research situations that require students to make thoughtful decisions. They offer the opportunity for active participation in the decision-making process, one of the most effective forms of learning. Many of these cases focus on Internet issues or ethical issues associated with marketing research. Data sets for Excel and SPSS are included for select cases on the text web site.
  • Step-by-Step Guides: Emphasizing managerial applications more than statistical theory, the text equips students with basic tools to perform common data analysis. More sophisticated data analysis approaches are left for further reference. Readers learn how to test simple hypotheses involving differences between means or relationships among variables. Coverage of cross-tabulation, t-tests, ANOVA, and regression teaches students these techniques. Easy-to-follow boxes illustrate how to use software to analyze data and draw conclusions.
  • Research Snapshots: Integrated throughout the text, these special features explore marketing research processes in a variety of modern businesses situations ranging from natural disasters to international food. The boxes illustrate research techniques and applications in a step-by-step manner. Examples of companies highlighted include Tupperware, Zicam, Ford, and Apple.
  • Learning Objectives: Each chapter begins with a concise list of learning objectives that emphasize the core areas of competency that the student should master before proceeding to the next chapter. Instructors will find these useful in assessment of both student outcomes as well as course or program outcomes. Chapter material is clearly linked to the learning objectives, and end-of-chapter materials emphasize questions and activities relevant to these key competencies.

Table of Contents

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.
5. Qualitative Research.
6. Secondary Data Research in a Digital Age.
7. Survey Research.
8. Observation.
9. Conducting Marketing Experiments.
10. Measurement and Attitude Scaling.
11. Questionnaire Design.
12. Sampling Designs and Sampling Procedures.
13. Determination of Sample Size: A Review of Statistical Theory.
14. Basic Data Analysis.
15. Testing for Differences Between Groups and for Relationships Among Variables.
16. Communicating Research Results.

What's New

  • Emerging Trends: Reflecting the latest developments, trends, and issues from the field, the new Fifth Edition is completely up to date. It includes significant new coverage of behavioral tracking with respect to all the automatic data that is now collected. It also offers intriguing discussions of the new ethical situations posed by GPS tracking available on smart phones.
  • More Mobile: The new edition illustrates how marketing research is changing. Reducing coverage of in-home telephone interviews and in-person survey approaches, the author focuses on the prevalence of mobile phones versus home phones--and the major implications for marketing researchers.
  • Social Networks: An increased emphasis on social networking is integrated throughout the text, especially Chapters 2, 7, and 8.
  • New Examples: One to two boxed features per chapter have been thoroughly revised, while a full third of vignettes are new or significantly revised and updated.


All supplements have been updated in coordination with the main title. Select the main title's "About" tab, then select "What's New" for updates specific to title's edition.

For more information about these supplements, or to obtain them, contact your Learning Consultant.

Instructor Supplements

IBM SPSS Statistics Student Version 21.0 for Windows  (ISBN-10: 1285838033 | ISBN-13: 9781285838038)

SPSS provides real-world software for students to do data analysis. This student-friendly version is based on the professional version of one of the world's leading desktop statistical software packages. Only available when bundled with text.

List Price = $54.95  | College Bookstore Wholesale Price = $41.00

Student Supplements

WebTutor™ on Blackboard® with eBook on Gateway Instant Access Code  (ISBN-10: 1133663524 | ISBN-13: 9781133663522)

Succeed in your marketing research course with this anytime, anywhere customized learning solution that reinforces and clarifies complex concepts, provides online quizzes with instant feedback and other online learning tools, and keeps you connected to your textbook, instructor, and classmates.

List Price = $227.00  | CengageBrain Price = $227.00  | College Bookstore Wholesale Price = $227.00

WebTutor™ on WebCT™ with eBook on Gateway, 1 term (6 months) Instant Access  (ISBN-10: 1133663532 | ISBN-13: 9781133663539)

Succeed in your marketing research course with this anytime, anywhere customized learning solution that reinforces and clarifies complex concepts, provides online quizzes with instant feedback and other online learning tools, and keeps you connected to your textbook, instructor, and classmates.

List Price = $227.00  | CengageBrain Price = $227.00  | College Bookstore Wholesale Price = $227.00

Meet the Author

Author Bio

William G. Zikmund

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

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.