Nelson Higher Education

Higher Education

MR2, 2nd Edition

  • includes CourseMate Printed Access Card
  • Tom J. Brown
  • Tracy A. Suter
  • ISBN-10: 1133958419
  • ISBN-13: 9781133958413
  • 240 Pages | Paperback
  • Previous Editions: 2012
  • COPYRIGHT: 2014 Published
Request a Copy for Review


About the Product

Created through a "student-tested, faculty-approved" review process, MR2 is an engaging and accessible solution to accommodate the diverse lifestyles of today's learners at a value-based price. MR2 provides an exciting, innovative approach to Marketing Research that provides the material needed for a successful course. Attention CourseMate user: The CourseMate platform is being sunset and will not be sold with this title after December 31st, 2019. Cengage will support existing users of CourseMate through August 1st, 2020.


  • Thorough coverage of basic research process (structure is based on well-known book in 8th edition) with a casual writing style and appealing visuals.

  • Access to Qualtrics packaged with MR2. Students can take an online survey and use the data collected from the survey to do data analysis. Students can also use Qualtrics to design and deploy their own surveys.

  • This text has been vetted by industry advisory panel.

  • An innovative combination of content delivery both in print and online provides a core text and a wealth of comprehensive multimedia teaching and learning assets based on input from student focus groups and surveys, and from interviews with faculty and students.

  • Shorter, comprehensive chapters in a modern design present content in a more engaging and accessible format without minimizing coverage for your course.

  • Chapter In Review Cards at the back of the Student Edition provide students a portable study tool containing all of the pertinent information for class preparation.

  • Instructor Prep Cards at the back of the Instructor's Edition as well as Qualtrics and SPSS Quickstart guides make preparation simple with detachable cards for each chapter, offering a quick map of chapter content, a list of corresponding PowerPoint and video resources, additional examples, and suggested assignments and discussion questions to help you organize chapter content efficiently.

  • A full suite of unique learning tools that appeal to different learning styles is available to students with the purchase of a new book. Quizzes, audio downloads, electures, and more are only a click away.

About the Author

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.

Table of Contents

Brief Contents.
1. Marketing Research: From Data to Information to Action.
2. The Research Question: Formulation of the Problem.
3. Exploratory, Descriptive, and Causal Research Designs.
4. Collecting Secondary Data from Inside and Outside the Organization.
5. Collecting Primary Data by Observation.
6. Collecting Primary Data by Communication.
7. Asking Good Questions.
8. Designing the Questionnaire.
9. Developing the Sampling Plan.
10. Data Collection: Enhancing Response Rates while Limiting Errors.
11. Data Preparation for Analysis .
12. Analysis & Interpretation: Individual Variables Independently.
13. Analysis & Interpretation: Multiple Variables Simultaneously.
14. The Research Report.
Chapter in Review Cards.
Qualtrics Quickstart Card.
SPSS Quickstart Card.

New to this edition

  • UPDATED FAST FACTS: The Fast Facts have been updated throughout the text.
  • NEW RESEARCH REPORT: A new research report is included in Chapter 14.
  • VERIFIED ANALYSES: Verified analyses throughout the text.


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 Resource CD-ROM  (ISBN-10: 1111534829 | ISBN-13: 9781111534820)

Find all of the instructor tools you need with this easy-to-use CD. You can electronically review, edit, and copy what you need from the Instructor's Manual, PowerPoint® slides, Test Bank, and ExamView® testing program.

IBM SPSS Statistics Student Version 21.0 for Windows  (ISBN-10: 1285838033 | ISBN-13: 9781285838038)

SPSS provides real-world software for students to do data analysis. This student-friendly version is based on the professional version of one of the world's leading desktop statistical software packages. Only available when bundled with text.

CourseMate Instant Access  (ISBN-10: 1285171977 | ISBN-13: 9781285171975)

Coursemate for MR2 brings course concepts to life with interactive learning, study, and exam preparation tools that support MR2. Coursemate for MR2 includes an integrated eBook, teaching and learning tools, and Engagement Tracker, a first-of-its-kind tool that monitors student engagement in the course. Instructors will also find: First Day of Class Instructions, custom options through the 4LTR+ Program, Instructor's Manual, Test Bank, PowerPoint Slides, Instructor Prep Cards, data sets, MR video cases, Qualtrics/Excel video tutorials, and Engagement Tracker.

Qualtrics Instant Access Code  (ISBN-10: 1285184963 | ISBN-13: 9781285184968)

Student Supplements

CourseMate Instant Access  (ISBN-10: 1285171977 | ISBN-13: 9781285171975)

Coursemate for MR2 brings course concepts to life with interactive learning, study, and exam preparation tools that support MR2. Coursemate for MR2 includes an integrated eBook, teaching and learning tools, and Engagement Tracker, a first-of-its-kind tool that monitors student engagement in the course. Students will also have access to an Interactive eBook, Auto-Graded Quizzes, Flashcards, Games including crossword puzzles and beat the clock, PowerPoint Slides, Qualtrics/Excel video tutorials, MR video cases, data sets, and eLectures.

Qualtrics Instant Access Code  (ISBN-10: 1285184963 | ISBN-13: 9781285184968)