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.
New to the Edition
About the Authors
Dr. Steve d’Alessandro
- 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
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)
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 organisations. 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 honours 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.