Marketing Research: Asia-Pacific Edition,
4th Edition

Steve D'Alessandro, Ben Lowe, Hume Winzar, William Zikmund, Barry J. Babin

ISBN-13: 9780170369824 | ISBN-10: 017036982x

Copyright 2017

| Published 2016

| 656 pages

List Price USD $123.75


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.

Read More

Meet the Authors

Show More Show Less

Steven D’Alessandro is a Professor of Marketing at the University of Tasmania.  Steve has published 114 refereed papers in leading international journals (including The European Journal of Marketing, Journal of Business Research, International Marketing Review, Psychology and Marketing, Marketing Letters, Journal of Services Marketing, Journal of Macromarketing, International Journal of Consumer Studies, Journal of Retailing and Consumer Studies, Accounting and Finance, Food Quality and Preference, Applied Economics, and Journal of Environmental Management), books and conferences. Steve has also worked as a market research consultant for blue-chip companies such as Pacific-Dunlop, ANZ, Challenge Bank, BHP, Telstra and Ford. He has published a number of market-leading textbooks on Market Research and Consumer Behaviour as well as an original text on Services Marketing with Oxford University Press. In 2012 he was awarded the ANZMAC Distinguished Marketing Educator of the Year Award, in recognition of his sustained excellence and innovation in marketing education. In 2017, he was part of the successful bid team and co-investigator for the Cyber Security CRC which was awarded 140 million dollars by industry and government. He is currently co-editor of the Journal of Consumer Behaviour.

Ben Lowe is Professor of Marketing at Kent Business School, University of Kent. He was previously Head of the Marketing Group for a number of years and has also taken on other leadership roles within the School (e.g., Interim Director of Education, Programme Director for the MSc in Marketing and the MSc in Management, Academic Lead for the School’s Periodic Programme Review). Currently he is on the editorial board of several journals and is an Associate Editor at the European Journal of Marketing. He has published extensively in the field of consumer behaviour, and his research 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 director of the Bachelor of Business Analytics in the Department of Actuarial Studies and Business Analytics. Teaching and research focuses on marketing research and analytics at undergraduate and postgraduate levels. Hume is regarded as one of Australia’s authorities on research design and marketing research analysis. 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. He has also published in marketing theory, consumer behaviour and research methodology and 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 more than 100 research publications in some of today's most prestigious peer-reviewed research periodicals, such as the Journal of Marketing, Journal of Consumer Research, Journal of Business Research, Journal of Retailing, Psychology and Marketing, Journal of the Academy of Marketing Science and the International Journal of Wine Business Research. Dr. Babin is currently Morris Lewis Professor of Marketing and chair of marketing in the Ole Miss Business School. He has won numerous honors for his research, including the Louis K. Brandt Faculty Research Award from the University of Southern Mississippi, Outstanding Researcher in the COB at Louisiana Tech University, 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 prestigious Harold W. Berkman Distinguished Service Award. Dr. Babin is a past president of the Academy of Marketing Science and the Society for Marketing Advances and has been recognized as a distinguished fellow of both organizations. His research focuses on the effect of the service environment in creating value for employees and customers and on the impact of big data on consumer liberty. He offers expertise in building and understanding value that leads to long-lasting, mutually beneficial relationships with employees and customers. His teaching specialties involve advanced methods of marketing and consumer research and creative problem solving. A frequent international lecturer, he has presented in Australia, South Korea, France, Germany, Mexico, New Zealand, South Africa, Canada, Sweden, Norway, Peru, Israel and the United Kingdom.

  • 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
  • New topics explored in case studies throughout the text
  • Details the iterative approach to reporting the marketing research
  • 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
  • New ongoing case study on mobile phones prompts students to analyse and follow the different stages of the market research process
  • Demonstrates current practice through detailing the iterative approach to reporting the marketing research process used in industry
  • 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.
  • 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.
  • 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
  • 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
  • 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

Table of Contents

Show More Show Less
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

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.

Search Me! Marketing

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.

Marketing Research Instructor's Companion Website


Marketing Research Instructor's Manual

Provides Instructors with a wealth of content to help set up and administer your subject. It includes a chapter outline, solutions to all end of chapter activities and cases, and additional research, You Tube and Search me! Activities .

Marketing Research Test Bank

ExamView test bank helps you to create, customise and deliver tests in minutes for both print and online applications. The Quick Test Wizard and Online test Wizard guide you step by step through the test-creation process. With ExamView’s complete word-processing abilities, you can add an unlimited number of new questions to the bank, edit existing questions and build tests of up to 250 questions using up to 12 question types. You can export the files into Blackboard or WebCT, publish tests online or print them in hard copy.

Marketing Research PowerPointSlides

Chapter-by-chapter PowerPoint presentations cover the main concepts addressed within the text and can be edited to suit your own requirements. Use these slides to enhance your lecture presentations and to reinforce the key principles of your subject, or for student handouts

Marketing Research Artwork from the Text

Artwork files includes digital files of graphs, tables, pictures and flow charts from the text that can be used in a variety of media. Add them into your course management system, use them in student handouts, or include them in your lecture presentations.

CourseMate Express for D'Alessandro's Marketing Research Asia-Pacific Edition, 1-term Instant Access


Marketing Research Printed Access Card for 6 Months Access


Profile of Dan Monheit, Hardhat


Profile of Caroline Whiteway, Palace Cinemas


Profile of Paul Hyde, L'Oréal


Video 1 Introduction to the research problem


Video 2 Defining the problem


Video 3 Planning the research design


Video 4 Formulating conclusions and writing reports


Compare Buying Options

Show More Show Less

Pricing Options

Marketing Research: Asia-Pacific Edition

  • ISBN-10: 017036982x
  • ISBN-13: 9780170369824

Price USD$ 123.75


*Purchase not available for this country