Nelson Higher Education

Higher Education

Basic Marketing Research, 8th Edition

  • includes Qualtrics Printed Access Card
  • Tom J. Brown
  • Tracy A. Suter
  • Gilbert A. Churchill
  • ISBN-10: 1133188540
  • ISBN-13: 9781133188544
  • 512 Pages | Hardcover
  • Previous Editions: 2010, 2007, 2001
  • COPYRIGHT: 2014 Published
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About the Product

BASIC MARKETING RESEARCH is the best-selling introductory marketing research text because it is accessible to students while maintaining its level of coverage. BASIC MARKETING RESEARCH provides a framework for the choices and decisions that must be made by managers-an important aspect of marketing research-because decisions made in one stage of the process have consequences for other stages. Managers and marketing researchers need to appreciate the interactions among the parts of the research process so they can have confidence in a particular research result. This edition provides readers with an overview of the information gathering function from the perspective of the researchers who gather the information and the marketing managers who use it.


  • Part Openers. Each part of the book is introduced by an opening example from the business world related to marketing research. The goal is to present a real example that can stimulate reader interest and attention; the part openers usually relate directly to the material presented in the chapters within that part. Examples include how Sony and Nielsen teamed up to assess the most memorable TV events (Part 1); how data visualization tools can be used with mountains of college football recruiting data to enhance understanding (Part 2); and how pictograms can be used to present the political leanings of the top-20 brands (Part 5).

  • Manager’s Focus. These short features provide insights into how the information in that particular chapter is relevant to marketing managers. The goal is to emphasize the role of marketing managers in the research process and to offer guidelines for achieving the most usable results. Jon Austin, who teaches marketing research at Cedarville University and has a strong background working with clients in industry, provided the inspiration—and most of the writing—for the “Manager’s Focus” entries.

  • The manager’s focus discussions highlight one of the key distinctions of this book —we favor managerial usefulness and understanding over deep technical sophistication. It’s not that we don’t appreciate the “nuts and bolts” of topics such as big data integration and analysis, sampling, and sophisticated statistical analysis. We just believe that in a beginning course – covering everything from exploratory research to big data analytics to behavioral customer insights to primary data collection to statistical analysis – it’s a lot more important to communicate the basic uses of marketing research, key decisions along the way, when and why to apply certain analysis techniques, and how to interpret the results of an analysis. Deeper knowledge about most of the topics in the book is readily available in advanced courses and textbooks.

  • Research Windows. The Research Windows provide a view of what is happening in the world of marketing research, describe what is happening at specific companies, and offer some specific how-to tips. They serve to engage the readers’ interest in the chapter topic and to provide further depth of information. Some examples include “Marketing Research Company Job Titles and Compensation” (Chapter 1); “Online Focus Groups for Better Oral Hygiene” (Chapter 4); “Data, Data Everywhere: Target, Big Data, and You” (Chapter 6); and “’Driving’ Towards Golfer Insights at PING” (Chapter 10).

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.

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.

Table of Contents

1. The Role of Marketing Research.
2. The Research Process and Ethical Concerns.
3. Problem Formulation.
4. Exploratory Research.
PART II: Working with Existing Information to Solve Problems.
5. Decision Support Systems: Introduction.
6. Decision Support Systems: Working with “Big Data”.
7. Using External Secondary Data.
8. 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.
14. Developing the Sampling Plan.
15. Data Collection: Enhancing Response Rates while Limiting Errors.
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.

New to this edition

  • In this eighth edition of BASIC MARKETING RESEARCH, co-authors Tracy Suter and Tom Brown continue to revise and update existing examples, exhibits, and figures, while also adding many new ones.
  • This edition features examples to open each of the five sections of the book. These short examples, drawn from the business world, are designed to engage students' interest in the materials presented in the chapters of a particular section. For instance, the example for the fifth section, which deals with reporting the results of a research project, shows the political leanings of U.S.-based fans of 19 of the world’s top 20 brands based on an analysis of Facebook activity using Wisdom, a big data analytic tool.
  • The supplemental materials available to instructors have been completely retooled, from teaching tips to test bank questions to classroom-ready presentation slides. Our goal is to make the learning experience for students-and the teaching experience for instructors-as complete, efficient, and effective as possible. Instructors can completely customize the classroom presentation by including (or excluding) material from the presentation slides we provide or by using the presentation template and adding their own material.


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

Instructor Supplements

DVD Video  (ISBN-10: 1305496612 | ISBN-13: 9781305496613)
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.