Marketing Research 3rd Edition
William Zikmund | Steve D’Alessandro (formerly Ward) | Hume Winzar | Ben Lowe | Barry J. Babin
NEW!
Marketing Research: Asia-Pacific Edition 4th Edition
Steve D’Alessandro (formerly Ward) | Ben Lowe | Hume Winzar | William Zikmund | Barry J. Babin
ISBN-13: 9780170369824 | ISBN-10: 017036982X
© 2017 | Published |  656  Pages
Previous Editions: 2014

Binding Format:

Paperback/Softcover Book/Jrnal
US $127
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Marketing Research 4th Asia-Pacific edition continues to equip students with the knowledge and skills required to successfully undertake marketing research.
Combining a solid theoretical foundation with a practical, step-by-step approach, the marketing research process is explored through a learning model that is constantly reinforced throughout the text.

Using a raft of contemporary local and international examples, data sets and case studies to explain traditional marketing research methods, Marketing Research also examines new theories and techniques. To reflect emerging industry practices, each stage of research reporting is detailed, as well as a range of presentation methodologies. This edition of Marketing Research continues to integrate Qualtrics, a robust and easy-to-use online survey tool that provides students with a platform for designing, distributing and evaluating survey results, to strengthen its ‘learning by doing’ approach. For analysing data, the text covers both SPSS and EXCEL outputs.

This text is indispensable for students studying marketing research in any business or marketing course.



  • Part 1: Introduction to the research process
    1. The role of marketing research and the research process

    Part 2: Defining the problem
    2. Problem definition and the research process

    Part 3: Planning the research design
    3. Qualitative research
    4. Secondary research with big data
    5. Survey research
    6. Observation
    7. Experimental research and test marketing
    8. Measurement
    9. Questionnaire design

    Part 4: Planning the sample
    10. Sampling: Sample design and sample size

    Part 5: Collecting the data
    11. Editing and coding: Transforming raw data into information

    Part 6: 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

    Part 7: Formulating conclusions and writing the final report
    16. Communicating research results: Research report, oral presentation, and research follow-up

    • New ongoing case study on mobile phones prompts students to analyse and follow the different stages of the market research process
    • New and updated end of chapter case studies. Topics covered include buying New Zealand-made products from China, Kellogg’s revamp of Nutri-Grain, food labelling and Country of Origin, test marketing Guinness and the popularity of cycling in Auckland
    • Qualtrics research suite- built for researchers by researchers. Enclosed with each new copy of Marketing Research, 4 month subscription to Qualtrics allows creation and deployment of surveys and provides data for analysis. Gives students real hands on experience enabling them to apply concepts learned in the text to design and implement effective surveys and then interpret the data provided.
    • CourseMate Express provides students with research activities, revision quizzes, case projects, data sheets and more to reinforce and enhance learning.
    • Local videos: Set 1 Marketing Professionals describe how marketing research concepts are applied in practice Set 2 Colmar Brunton, the largest independent and Australia owned Market research agency explains implementation of the marketing research process.
    • Provides a best practice research framework that leads to more effective marketing decisions
    • Provides greater focus on measurement issues in market research and the use of qualitative software to identify themes in social media exchanges
    • Demonstrates current practice through detailing the iterative approach to reporting the marketing research process used in industry
    • New and updated vignettes and boxed features throughout. Covers a range of compelling topics, for example: engaging disenchanted voters in Australia, the popularity of the silver fern in a new New Zealand flag design, illegal downloading, the return of vinyl records and marketing to doctors in New Zealand
    • Updated throughout with the latest techniques, terminology and practices
    • Provides greater focus on measurement issues in market research and the use of qualitative software to identify themes in social media exchanges
    • Details the iterative approach to reporting the marketing research
    • New topics explored in case studies throughout the text
    • Now featuring an ongoing case study about mobile phones that has been designed to show students how to go through the research process from start to finish
For more information about these supplements, or to obtain them, contact your Learning Consultant

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    ISBN-10: 0170191486 | ISBN-13:9780170191487
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    Keep your learning current with the latest research perfectly matched to your textbook. With content updated daily from peer-reviewed journals, newspapers and eBooks, Search Me! Marketing is an online research library customised to your subject that puts the information you need at your fingertips.


  • 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).

    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)

    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 Conway\Millikin 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.

    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.