Higher Education

Basic Marketing Research, 7th Edition

  • includes Qualtrics Printed Access Card
  • Gilbert A. Churchill University of Wisconsin
  • Tom J. Brown Oklahoma State University
  • Tracy A. Suter Oklahoma State University
  • ISBN-10: 1439041393  |  ISBN-13: 9781439041390
  • 624 Pages
  • Previous Editions: 2007, 2001, 1996
  • © 2010 | Published
  • College Bookstore Wholesale Price = $269.50
  • Newer Edition Available

About

Overview

This best-selling introductory marketing research text has undergone further transition in the sixth edition to make it even more accessible to students while still retaining its level of coverage. BASIC MARKETING RESEARCH provides a framework for the choices and decisions that must be made by managers-an important aspect of marketing research-because decisions made in one stage of the process have consequences for other stages. Managers and marketing researchers need to appreciate the interactions among the parts of the research process so they can have confidence in a particular research result. This edition provides readers with an overview of the information gathering function from the perspective of the researchers who gather the information and the marketing managers who use it.

Features and Benefits

  • Section Openers. Each section of the book is introduced by a short opening example from the business world that is relevant to the material presented in the chapters of that section. This is a new feature of the book for the 7th edition. Examples include CRM and the Mobile Salesforce (part 1), NASCAR: Driving toward the Hispanic Market (part 5) and Are iTunes Sales Collapsing? (part 7).
  • Manager's Focus. These short sections throughout each chapter provide insights into how the information in a particular section is relevant to marketing managers. The goal is to emphasize the role of marketing managers in the research process and to offer guidelines for achieving the most usable results. Some examples include how to determine if a focus group is useful (Chapter 5), understanding different levels of measurement (Chapter 12), and how nonsampling errors enter a study (Chapter 17).
  • Jon Austin, who teaches marketing research at Cedarville University and has a strong background working with clients in industry, provided the inspiration--and most of the writing--for the "Manager's Focus" entries.
  • Research Windows. The Research Windows provide a view of what is happening in the world of marketing research, describe what is happening at specific companies, and offer some specific how-to tips. They serve to engage the readers' interest in the chapter topic and to provide further depth of information. Some examples include Super Crunchers are Thinking-by-Numbers (how some of today's companies use datamining, Chapter 2), VISA: Using Strategy-Oriented Research to Select a New Brand Mark, (Visa, Chapter 4), The Naked Truth about Shower Heads (Moen, Inc., Chapter 9), New-Vehicle Buyers and Psychographics (J.D. Powers and Mediamark Research, Chapter 9), and Me, Doctor Mullet, and a Market-Research Mess, (professional marketer completes a survey, Chapter 10).
  • Cases. A number of business case analyses appear near the end of the book. These cases assist readers in developing their own evaluation and analytical skills. They are also useful in demonstrating the universal application of marketing research techniques. Marketing research methods can be used not only by manufacturers and distributors of products, as is commonly assumed, but also by the private and public sectors to address other issues. Cases include diverse entities and issues, and many represent real-life situations, though some of them have been disguised to protect the proprietary nature of the information.
  • Data. Data are provided for several of the cases to allow readers to perform analyses needed to answer case questions. We also provide the datafile used for the analyses in the data analysis chapters. These data are available to adopters on the text Web site.

Table of Contents

PART I: INTRODUCTION TO MARKETING RESEARCH AND PROBLEM DEFINITION.
1. Role of Marketing Research.
2. Gathering Marketing Intelligence: The Systems Approach.
3. Gathering Marketing Intelligence: The Project Approach.
4. Problem Formulation.
PART II: RESEARCH DESIGN.
5. Types of Research Design and Exploratory Research.
6. Descriptive and Causal Research Designs.
PART III: DATA COLLECTION METHODS.
7. Secondary Data.
8. Standardized Marketing Information Services.
9. Collecting Primary Data.
10. Collecting Information by Communication.
11. Collecting Information by Observation.
PART IV: DATA COLLECTION FORMS.
12. Asking Good Questions: Measurement Basics.
13. Measuring Attitudes and Other Variables.
14. Designing the Questionnaire or Observation Form.
PART V: SAMPLING AND DATA COLLECTION.
15. Developing the Sampling Plan.
16. Determining Sample Size.
17. Collecting the Data: Nonsampling Errors and Response Rate Calculation.
PART VI: DATA ANALYSIS.
18. Data Analysis: Preliminary Steps.
19. Data Analysis: Analyzing Individual Variables and Basics of Hypothesis Testing.
20. Data Analysis: Analyzing Multiple Variables Simultaneously.
PART VII: RESEARCH REPORTS.
21. The Research Report.

What's New

  • This seventh edition of BASIC MARKETING RESEARCH brings with it several changes. The most important change is the addition of a new co-author, Tracy Suter, who is a marketing professor at Oklahoma State University. He has taught marketing research to hundreds of undergraduate students, each of whom would vouch for his incredible skill at communicating the marketing research process. We are blessed that he agreed to lend these skills to this effort. Readers will find evidence of his work throughout the book and the accompanying supplemental materials.
  • Existing examples, exhibits, figures, and so on, have been revised and updated throughout the book--and many new ones have been added. In addition, we'd like to highlight the following three key changes in the book and its supporting materials for the latest edition.
  • The data analysis section of the book (chapters 18-20) now features an ongoing example drawn from a real-life marketing research project for a fitness center. This allows students to participate in an experiential learning process with real data, warts and all, while seeing how answers to research problems can be obtained easily using the techniques taught in the book. In addition, the data are available to instructors for use in teaching the material or to make available to students for the analyses required to complete the associated end-of-chapter problems in chapters 19 and 20.
  • As noted earlier, we have developed new examples to open each of the seven sections of the book. These short examples, drawn from the business world, are designed to engage students' interest in the materials presented in the chapters of a particular section. For instance, the example for the seventh section, which deals with communicating the results of a research project, concerns a marketing research report on iTunes music sales that was badly misinterpreted by the media.
  • The supplemental materials available to instructors have been completely retooled, from teaching tips to test bank questions to classroom-ready presentation slides. Our goal is to make the learning experience for students – and the teaching experience for instructors – as complete, efficient, and effective as possible. Instructors can completely customize the classroom presentation by including (or excluding) material from the presentation slides we provide or by using the presentation template and adding their own material.
  • 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.

Learning Resource Bundles

Choose the textbook packaged with the resources that best meet your course and student needs. Contact your Learning Consultant for more information.

Bundle: Basic Marketing Research (with Qualtrics Printed Access Card), 7th + Global Economic Crisis GEC Resource Center Printed Access Card

ISBN-10: 0538765240 | ISBN-13: 9780538765244

List Price = $357.95  | CengageBrain Price = $357.95  | College Bookstore Wholesale Price = $269.50

This Bundle Includes:

  • Basic Marketing Research
    List Price = $357.95  | CengageBrain Price = $357.95  | College Bookstore Wholesale Price = $269.50
  • Global Economic Watch GEC Resource Center Printed Access Card
    List Price = $31.00  | College Bookstore Wholesale Price = $23.25


Supplements

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

Instructor's Resource CD-ROM  (ISBN-10: 0324785445 | ISBN-13: 9780324785449)

DVD Video  (ISBN-10: 1439044457 | ISBN-13: 9781439044452)

Show your students marketing research in action as these dynamic video segments demonstrate leading marketing research techniques and skills in practice in business today.

Student Supplements

Basic Marketing Research (Book Only)  (ISBN-10: 032459934X | ISBN-13: 9780324599343)

Why is BASIC MARKETING RESEARCH the best-selling marketing textbook? Because it's written to your perspective as a student. Authors Churchill and Brown know that for a marketing textbook to be effective, students have to be able to understand it. And they've achieved that time and again. This edition is packed with the features that made it a best-seller in the first place, from study tools to updated content to an easy-to-read writing style. Plus, in this volume you'll learn more about how experts gather data and how to use it yourself to turn greater profits.

List Price = $357.95  | College Bookstore Wholesale Price = $269.50

Meet the Author

Author Bio

Gilbert A. Churchill

A recognized leader in the field of marketing research, Gilbert A. Churchill, Jr., joined the University of Wisconsin faculty after receiving his D.B.A. from Indiana University in 1966. Professor Churchill was named Distinguished Marketing Educator by the American Marketing Association in 1986, the second individual so honored. This lifetime achievement award recognizes and honors a living marketing educator for distinguished service and outstanding contributions in the field of marketing education. Professor Churchill was also awarded the Academy of Marketing Science's lifetime achievement award in 1993 for his significant scholarly contributions. In 1996, he received a Paul D. Converse Award, which is given to the most influential marketing scholars, as judged by a national jury drawn from universities, businesses, and government. Also in 1996, the Marketing Research Group of the American Marketing Association established the Gilbert A. Churchill, Jr. Lifetime Achievement Award, which is awarded each year to an individual who has made significant contributions to marketing research. Dr. Churchill is a past recipient of the yearly William O'Dell Award for an outstanding article in the JOURNAL OF MARKETING RESEARCH. He has also been a finalist for the award five additional times. He is a co-author of the most and third-most influential articles of the past century in sales management, as judged by a panel of experts in the field. His articles have appeared in such publications as the JOURNAL OF MARKETING RESEARCH, JOURNAL OF MARKETING, JOURNAL OF CONSUMER RESEARCH, JOURNAL OF RETAILING, JOURNAL OF BUSINESS RESEARCH, DECISION SCIENCES, TECHNOMETRICS, and ORGANIZATIONAL BEHAVIOR AND HUMAN PERFORMANCE.

Tom J. Brown

Tom J. Brown received his Ph.D. from the University of Wisconsin-Madison in 1994. Prior to joining the marketing faculty at Oklahoma State University, he served on the faculty at Southern Methodist University. Professor Brown teaches marketing research and has supervised dozens of student research projects for industry clients ranging from not-for-profit service organizations to Fortune 500 companies. Professor 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. Professor Brown's articles have appeared in such publications as the JOURNAL OF MARKETING RESEARCH, JOURNAL OF MARKETING, JOURNAL OF CONSUMER RESEARCH, JOURNAL OF THE ACADEMY OF MARKETING SCIENCE, JOURNAL OF RETAILING, CORNELL HOTEL and RESTAURANT ADMINISTRATION QUARTERLY, and JOURNAL OF SERVICE RESEARCH, among others. His research interests include services marketing and corporate branding and reputation. He has served on the editorial review boards of the Journal of the Academy of Marketing Science and Corporate Reputation Review and is cofounder of the Corporate Associations/Identity Research Group. He is currently a member of the Academic Council of the American Marketing Association.

Tracy A. Suter

Tracy A. Suter received his Ph.D. from the University of Arkansas. Prior to joining the marketing faculty at Oklahoma State University, he served as a full-time faculty member at the University of Southern Mississippi. Professor Suter teaches a wide range of courses with emphasis on marketing research. Each semester undergraduate marketing research students complete real-world research projects for area for-profit and not-for-profit firms under his guidance. Professor Suter’s research interests include public policy, the use of new technologies in marketing, 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 serves on two editorial review boards of academic journals and is a frequent reviewer for other journals and conferences. Professor Suter 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 Greiner Outstanding Teaching, Regents Distinguished Teaching, and President’s Outstanding Faculty Awards all at Oklahoma State University. Tracy is frequently asked to speak to doctoral students and other academic groups about teaching excellence.