Marketing Research,
5th Edition

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

ISBN-13: 9780170438964
Copyright 2020 | Published
648 pages | List Price: USD $112.25

Marketing Research, 5e gives you the knowledge and skills you need to successfully undertake marketing research. It combines theory with a practical, step-by-step approach. The text uses local and international examples, data sets and case studies to explain traditional marketing research methods, and also examines new theories and techniques as well as emerging industry practices. This text is essential if you’re 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 and 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. Data preparation

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

  • Steve D'Alessandro

    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.

  • Hume Winzar

    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).

  • Ben Lowe

    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).

  • Barry J. Babin

    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.

  • William Zikmund

    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.

  • Brand-new datasets, including qualitative elements

  • New qualitative element added to ongoing case study

  • Newly named chapter, 'Data Preparation' (previously Chapter 11, 'Coding'), with a focus on automated processes

  • New 'Ongoing case' problem set included at the end of each chapter, focusing on binge-drinking

  • Part-opening concept maps guide students through each stage of the marketing research process

  • 'In Focus' vignettes and 'Real World Snapshots' are linked to the content throughout via extension questions and end-of-chapter content, to encourage critical engagement. 'In Focus' orients the student to the topic of the chapter and establishes how this chapter fits against rest of the text. 'Real World Snapshot' examples relate theory to real-world applications through case studies and actual businesses

  • 'Exploring Research Ethics' highlights ethical dilemmas facing market researchers, enabling students to examine the effects of biased or unethical behaviour on the market research process

  • 'Tips of the trade' provide helpful, practical hints on how to conduct market research

  • SPSS and Excel icons indicate where an instruction for data analysis is related to SPSS or Excel

  • Ongoing project shows students how to go through the research process from start to finish. This end-of-chapter problem set is a continuing activity that builds on each step of the marketing research process. Icons in the chapter remind students of the content that may assist with this project

  • At the ends of chapters, a 'Mini Case' (previously 'Written Case Study') links the theory to real-world situations

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.

Cengage Test Bank for Babin/Zikmund's Marketing Research, 2-term Instant Access

Cengage Testing, powered by Cognero for Babin/Zikmund's Marketing Research

Instructor Website for Babin/Zikmund's Marketing Research

Marketing Research Artwork from the Text

Marketing Research Instructor' s Manual

Marketing Research Local Videos

Marketing Research PowerPoint Slides

Marketing Research US Video Cases

Qualtrics for Babin/Zikmund's Marketing Research

Qualtrics for Babin/Zikmund's Marketing Research Printed Access Card 4 Months

Qualtrics for Babin/Zikmund's Marketing Research, 4 Months Instant Access