Basic Marketing Research,
10th Edition

Tom J. Brown, Tracy A. Suter, Gilbert A. Churchill

ISBN-13: 9780357901847
Copyright 2024 | Published
400 pages | List Price: USD $312.95

In Brown/Suter/Churchill's BASIC MARKETING RESEARCH, 10th Edition, you will learn how to convert marketplace data into actionable marketing information using the two dominant approaches, behavioral data that exists and customer insights gathered for a specific purpose, and how interactions in the research process give managers and researchers confidence in the result. BASIC MARKETING RESEARCH's easy-to-read writing style helps you see the research process from the perspectives of researchers who gather information and marketing managers who use it and helps you apply your market research skills in experiential learning activities.


1. The Role of Marketing Research.
2. The Research Process and Ethical Concerns.
3. Problem Formulation.
4. Exploratory Research.
5. Decision Support Systems: Introduction.
6. Decision Support Systems: Working with "Big Data".
7. Using External Secondary Data.
8. Conducting Causal Research.
9. Collecting Descriptive Primary Data.
10. Collecting Data by Observation.
11. Collecting Data by Communication.
12. Asking Good Questions.
13. Designing the Data Collection Form for Communication Data.
14. Developing the Sampling Plan.
15. Data Collection: Types of Error and Response Rate Calculation.
16. Data Preparation for Analysis.
17. Analysis and Interpretation: Individual Variables Independently.
18. Analysis and Interpretation: Multiple Variables Simultaneously.
19. The Oral Research Presentation.
20. The Written Research Report.

  • Tom J. Brown

    Tom J. Brown is Noble Foundation Chair in Marketing Strategy and Professor of Marketing in the Spears School of Business at Oklahoma State University. In addition, he serves as Director of the Center for Customer Interface Excellence in the Spears School. He received his Ph.D. from the University of Wisconsin-Madison. Dr. Brown teaches marketing research and has supervised hundreds of student research projects for industry clients ranging from not-for-profit service organizations to Fortune 500 companies.Dr. 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. In addition, he was recognized as an International Research Fellow at the University of Oxford for his work on corporate reputation.Dr. Brown's articles have appeared in the Journal of Marketing Research, Journal of Marketing, Journal of Consumer Research, Journal of Applied Psychology, Journal of Retailing, and Journal of Service Research. His current research interests include organizational frontline research (e.g., customer orientation of frontline employees; customer influences on frontline employees) and causes and effects of corporate associations (e.g., reputation, identity). He is cofounder of the Corporate Associations/Identity Research Group as well as the Organizational Frontlines Research Symposia series. He is active in the American Marketing Association, having co-chaired multiple national conferences, co-hosted the AMA/Sheth Doctoral Consortium, and served as president of the Academic Council. In addition, he serves in a leadership role at Sunnybrook Christian Church.

  • Tracy A. Suter

    Tracy A. Suter received his Ph.D. from the University of Arkansas. Prior to joining the management and marketing faculty at The University of Tulsa, he served as a faculty member in the Department of Marketing and School of Entrepreneurship at Oklahoma State University and as a marketing faculty at the University of Southern Mississippi. Dr. Suter teaches a wide range of courses with emphasis on marketing research and applied creativity. Each semester undergraduate marketing research students complete real-world research projects for area for-profit and not-for-profit firms under his guidance. These service-learning projects now number in the hundreds completed.Dr. Suter’s research interests include public policy, the use of new, innovative technologies in marketing and entrepreneurship, 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 served on two editorial review boards of academic journals and is a frequent reviewer for other journals and conferences.Dr. Suter is currently the first holder of the David and Leslie Lawson Chair at Tulsa and is the former Daniel White Jordan Chair at Oklahoma State. He 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 Kenneth D. and Leitner Greiner Outstanding Teaching, Regents Distinguished Teaching, and President’s Outstanding Faculty Awards all at Oklahoma State University. Dr. Suter is frequently asked to speak to doctoral students and other academic groups about teaching excellence.

  • 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. Dr. 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. Dr. 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.

  • Updated chapter examples and Research Windows reflect a more modern emphasis on behavioral data in market research practices while still maintaining a balanced approach with chapter content.

  • The authors differentiate data-informed and data-driven managerial decisions and explain the manager's critical role in making sense of the data and the “why” behind it.

  • Manager's Focus short features explain how chapter information is relevant to today's marketing managers, emphasize the role of marketing managers in the research process, capitalize on the availability of marketplace data and offer guidelines for achieving the most usable results. These Manager's Focus entries are inspired and written by Jon Austin, a marketing research professor at Cedarville University with a strong background working with industry clients.

  • Ethics are presented as a foundational discussion, enumerating how “sugging” (using research as a sales tactic) produces mistrust between participants and the researcher, demonstrating how advocacy research (advocating for a particular position or point-of-view at the expense of seeking honest insights) should never be the reason for conducting marketing research, and emphasizing that research, not sales promotion, is the purpose of marketing research.

  • Research Windows provide a view of what is happening in today's world of marketing research. These features describe what is happening in specific companies and offer how-to tips and best practices. They prompt interest in the chapter topic and provide further depth and a reality check that classroom materials transition effectively to a wide variety of firms and industries. Examples include marketing research jobs and compensation, how online focus groups and webcam interviews explore decision making, the various roles that smartphones play in providing customer insights from app usage to location identifiers to omnichannel retailing, Target's "big data", how Key Ingredient used A/B tests to design an effective digital experience, "driving" golfer insights at PING and the increased interest in gaming plus augmented and virtual reality opportunities.

  • Coverage examines the "what" and "why" behind "big data" and behavioral analytics. Both "big data" and behavioral analytics consider consumer purchases and related behaviors, but sometimes researchers also need to know why consumers participated in a particular behavior. If "big data" provides the "what," then accompanying qualitative and quantitative data directly from respondents could provide the "why." This book considers the value of "what" and "why" questions when working with existing data and collecting "new-to-the-world" primary data. Both considerations are examined together for a complete picture of data from multiple sources.

  • A tangible, applied example offers students an excellent model for completing their work. Reviewing a strong, peer-produced model can help students produce top-notch work themselves. This edition highlights data collection instruments from multiple data sources, oral presentation slides and a written research report as a tangible, holistic example of a quality research project, eliminating guesswork when students work with firms in the community to complete their own marketing research.

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.

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