Nelson Higher Education

Higher Education

Exploring Marketing Research, 11th Edition

  • includes Qualtrics Printed Access Card
  • Barry J. Babin
  • William G. Zikmund
  • ISBN-10: 1305263529
  • ISBN-13: 9781305263529
  • 656 Pages | Hardcover
  • Previous Editions: 2010, 2007, 2003
  • COPYRIGHT: 2016 Published
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About the Product

EXPLORING MARKETING RESEARCH, 11E, provides a thorough guide to the design, execution, analysis, and reporting of marketing research to support effective business decisions. The text prepares students to approach marketing research from a management perspective rather than as hands-on practitioners, providing valuable business context while introducing both traditional research methods, such as designing questionnaires, and the latest technological advances, including current data collection devices, data analysis tools, practical approaches to data analytics, and the impact of social media and artifactual online data. In addition to updates based on recent trends and technology, the new 11th Edition features an increased emphasis on ethical and international issues, reflecting their growing importance in modern marketing research.


  • Survey This! features invite students respond to online questionnaires using Qualtrics software, providing firsthand exposure to survey construction and the ways research hypotheses are addressed, as well as opportunities to use real survey data to answer research questions. Students also get access to Qualtrics to design their own questionnaires.

  • Each chapter contains a Tips of the Trade feature with advice related to the current stage of the research process. Tips address practical considerations such as interview length, question wording, interviewer involvement, sample size requirements, guides for data reliability and validity, and testing hypotheses using inferential statistics.

  • Boxed material, chapter objectives, and end-of-chapter materials are presented in a simple, engaging form that allows students to focus on important information. Highlights include Research Snapshots that provide detailed examples of real marketing research and explore its ethical aspects, learning objectives to help guide reading and study, and a focus on practical statistical applications rather than intensive statistical theory.

  • JMP software from SAS Institute is an easy to use, point-and-click, data analysis and visualization software for Windows and Mac. Used by many leading consumer products companies across the globe, 24-month access of JMP Student Edition is included with every new copy of Babin and Zikmund. For more information, visit

  • Strong coverage of qualitative research is included to reflect the growing importance of phenomenology, grounded theory, ethnography, case study approaches, and qualitative Internet research, including artifactual data collected on social networking web sites, company chat rooms, blogs, Twitter, and more.

About the Author

Barry J. Babin

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 specialities 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.

William G. Zikmund

William G. Zikmund, Ph.D., was a professor of marketing at Oklahoma State University until his death in 2002. He received his bachelor of science degree in marketing from the University of Colorado, a master of science degree from Southern Illinois University, and a Ph.D. in business administration with a concentration in marketing from the University of Colorado. Professor Zikmund worked in marketing research for Conway/Millikin Company and Remington Arms Company before beginning his academic career, and he had extensive consulting experience with business and not-for-profit organizations. Professor Zikmund published dozens of articles and papers in a diverse group of scholarly journals, including the JOURNAL OF MARKETING, ACCOUNTING REVIEW, and the JOURNAL OF APPLIED PSYCHOLOGY. He was the author of the successful textbooks EXPLORING MARKETING RESEARCH, BUSINESS RESEARCH METHODS, MARKETING, and EFFECTIVE MARKETING, as well as a work of fiction: A CORPORATE BESTIARY. Professor Zikmund was a member of several professional organizations, including the American Marketing Association, the Academy of Marketing Science, the Association for Consumer Research, the Society for Marketing Advances, the Marketing Educators¿ Association, and the Association of Collegiate Marketing Educators. He served on the editorial review boards of the JOURNAL OF MARKETING EDUCATION, MARKETING EDUCATION REVIEW, JOURNAL OF THE ACADEMY OF MARKETING SCIENCE, and JOURNAL OF BUSINESS RESEARCH. Professor Zikmund was an accomplished educator who strived to be creative and innovate in the classroom, and his books have been used in universities in Europe, Asia, Africa, South America, and North America, reaching more than a half million students worldwide.

Table of Contents

1. The Role of Marketing Research.
2. Harnessing Big Data into Better Decisions.
3. The Marketing Research Process.
4. The Human Side of Marketing Research: Organizational and Ethical Issues.
5. Qualitative Research Tools.
6. Secondary Data Research in a Digital Age.
7. Survey Research.
8. Observation.
9. Conducting Marketing Experiments.
10. Measurement and Attitude Scaling.
11. Questionnaire Design.
12. Sampling Designs and Sampling Procedures.
13. Big Data Basics: Describing Samples and Population.
14. Basic Data Analysis.
15. Testing for Differences between Groups and for Predictive Relationships.
16. Communicating Research Results.
17. Beyond the Basics in Basic Data Analysis.
18. Advanced Topics in Linear Analytics.
19. Testing Hypotheses with GLM Procedures.
20. Introducing Multivariate Data Analysis.
21. Multivariate Data Analysis: Analytics with Interdependence Techniques.
22. Primer on Structural Equations Modeling.
Comprehensive Cases
Appendix: Statistical Tables.

New to this edition

  • The 11th edition features expanded coverage of big data, including ethical and privacy issues, current technologies relevant to finding and storing data, and methods to leverage stored and analyzed data to develop predictive marketing analytics and drive effective marketing practices.
  • The text now employs a more concise approach to marketing research fundamentals, creating a clear distinction between coverage of essential principles and more detailed analytical material to help students build knowledge and skills related to analyzing data.
  • Increased coverage of analytical tools--including multivariate analysis procedures--provides a strong grounding in practices and processes students are likely to encounter in today's business environment.
  • The Qualtrics Research Suite survey software facilitates online surveys and data collection with its powerful research tool—included with every new copy of Babin and Zikmund. For more information, visit
  • Each chapter opens with a story relevant to upcoming material, and most are new to the 11th Edition. Many chapter-opening vignettes involve famous brands and companies students are likely to know, while others focus on "slice of life" stories describing a businessperson's struggle to make smart decisions based on effective research.


All supplements have been updated in coordination with the Main title.
Please see Main title page for new to this edition information.

Instructor Supplements

Instructor's Companion Website  (ISBN-10: 130526374X | ISBN-13: 9781305263741)

Web Resources at provide the latest information about what's new and what's cool in marketing research. The Instructor's Manual, Test Bank, PowerPoint slides, and Video Cases can also be found here. The site also features links to other research-related sites.

Cengage Testing, powered by Cognero® Instant Access  (ISBN-10: 1305263774 | ISBN-13: 9781305263772)

Cengage Learning Testing Powered by Cognero is a flexible, online system that allows you to: Author, edit, and manage test bank content from multiple Cengage Learning solutions; create multiple test versions in an instant; deliver tests from your learning management system, your classroom or wherever you want!