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 Global Global
edition edition

For these Global Editions, the editorial team at Pearson has

Marketing Research
collaborated with educators across the world to address a wide
range of subjects and requirements, equipping students with the best
possible learning tools. This Global Edition preserves the cutting-edge
approach and pedagogy of the original, but also features alterations,
customization, and adaptation from the North American version.

edition
EIGHTH
Marketing Research
Burns • Veeck • Bush
EIGHTH edition

This is a special edition of an established title widely

Alvin C. Burns • Ann Veeck • Ronald F. Bush
used by colleges and universities throughout the world.
Pearson published this exclusive edition for the benefit
of students outside the United States and Canada. If you
edition
GLOBal

purchased this book within the United States or Canada,

you should be aware that it has been imported without
the approval of the Publisher or Author.

Pearson Global Edition

Burns_08_1292153261_Final.indd 1 18/08/16 6:54 AM

 A Brief Guide to Getting the Most from This Book
1. Features to make reading more interesting
FEATURE DESCRIPTION BENEFIT
Opening vignettes Each chapter begins with a short description of a marketing research Previews the material in the textbook by showing you how it is
company’s features or an organization’s services such how firms deal used in marketing research
with survey data quality.
Current insights from indus- “War stories” and recommendations from seasoned practitioners Illustrates how the technique or theory should be applied or gives
try professionals of marketing research some hints on ways to use it effectively
Global Applications Examples of global marketing research in action Fosters awareness that over one-half of marketing research is per-
formed in international markets
Ethical Considerations Situations that show how ethical marketing researchers behave using Reveals that marketing researchers are aware of ethical dilemmas
the actual code of marketing research standards adopted by the and seek to act honorably
Marketing Research Association
Practical Applications “Nuts and bolts” examples of how marketing research is performed Gives a “learning by seeing” perspective on real-world marketing
and features new techniques such as neuromarketing research practice
Digital Marketing Research Information is provided on how technology is impacting marketing You will see how new innovations create opportunities for mar-
Applications research both as a source of information and the creation of new keting research firms to add new services designed to provide
­products designed to cultivate the information information created by the new information sources

2. Features to help you study for exams

FEATURE DESCRIPTION BENEFIT
Chapter objectives Bulleted items listing the major topics and issues addressed in the Alerts you to the major topics that you should recall after reading
chapter the chapter
Marginal notes One-sentence summaries of key concepts Reminds you of the central point of the material in that section
Chapter summaries Summaries of the key points in the chapter Reminds you of the chapter highlights
Key terms Important terms defined within the chapter and listed at the end of the Helps you assess your knowledge of the chapter material and
chapter. review key topics
Review questions Assessment questions to challenge your understanding of the theories Assists you in learning whether you know what you need to know
and topics covered within the chapter about the major topics presented in the chapter
Companion website The student resources on this website include chapter outlines, case Offers online pre- and post-tests, PowerPoint files, case study
study hints, online tests, and PowerPoint slides hints, and SPSS tutorials and datasets

3. Elements that help you apply the knowledge you’ve gained

FEATURE DESCRIPTION BENEFIT
End-of-chapter cases Case studies that ask you to apply the material you’ve learned in the Helps you learn how to use the material that sometimes must be
chapter customized for a particular marketing research case
Synthesize Your Learning Exercises that ask you to apply and integrate material from across • Overcomes the “silo effect” of studying chapters in isolation
three to four chapters • Enhances learning by showing you how topics and concepts are
related across chapters
Integrated Case A case study running throughout the book which you study through • Simulates a real-world marketing research project running
end-of-chapter exercises across most of the steps in the marketing research process
•S hows you the execution of an entire marketing research project
Integration of IBM SPSS The most widely adopted statistical analysis program in the world, Teaches you the statistical analysis program that is the standard
Statistics Version 23 with annotated screenshots and output, plus step-by-step “how to do of the marketing research industry.
it” instructions
Online SPSS datasets SPSS data sets for cases in the textbook, including the integrated case • Offers easy access to SPSS datasets that you can use without
at www.pearsonglobaleditions.com/Burns worrying about set-up or clean-up
• Provides good models for SPSS datasets
SPSS student assistant Stand-alone modules with animation and annotated screen shots to show you Handy reference for many SPSS functions and features, including
how to use many SPSS features at www.pearsonglobaleditions.com/Burns statistical analyses

Burns_08_1292153261_IFC_Final.indd 1 18/08/16 6:57 AM

 EIGHTH EDITION
GLOBAL EDITION

MARKETING
RESEARCH

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 This page intentionally left blank

A01_MISH4182_11_GE_FM.indd 6 10/06/15 11:46 am

 EIGHTH EDITION
GLOBAL EDITION

MARKETING
RESEARCH
Alvin C. Burns
Louisiana State University

Ann Veeck
Western Michigan University

Ronald F. Bush
University of West Florida

Harlow, England • London • New York • Boston • San Francisco • Toronto • Sydney • Dubai • Singapore • Hong Kong
Tokyo • Seoul • Taipei • New Delhi • Cape Town • Sao Paulo • Mexico City • Madrid • Amsterdam • Munich • Paris • Milan

A01_BURN3261_08_GE_FM.indd 3 06/09/16 1:21 PM

 Vice President, Business Publishing: Donna Battista Project Manager: Becca Groves
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Pearson Education Limited
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Visit us on the World Wide Web at: www.pearsonglobaleditions.com
© Pearson Education Limited 2017
The rights of Alvin C. Burns, Ann Veeck, and Ronald F. Bush to be identified as the authors of this work have been asserted by them in
accordance with the Copyright, Designs and Patents Act 1988.
Authorized adaptation from the United States edition, entitled Marketing Research, 8th Edition, ISBN 978-0-13-416740-4 by Alvin C. Burns, Ann
Veeck, and Ronald F. Bush, published by Pearson Education © 2017.
All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted in any form or by any means,
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ISBN 10: 1-29-215326-1
ISBN 13: 978-1-292-15326-1
British Library Cataloguing-in-Publication Data
A catalogue record for this book is available from the British Library
10 9 8 7 6 5 4 3 2 1
Typeset in Times LT Pro by Cenveo Publishing Services
Printed and bound by Vivar in Malaysia

A01_BURN3261_08_GE_FM.indd 4 30/08/16 1:29 pm

 Only we know how much our spouses, Jeanne, Greg, and
Libbo, have sacrificed during the times we have devoted
to this book. We are fortunate in that, for all of us,
our spouses are our best friends and smiling supporters.

Al Burns,
Louisiana State University
Ann Veeck,
Western Michigan University
Ron Bush,
University of West Florida

A01_BURN3261_08_GE_FM.indd 5 30/08/16 1:29 pm

 Brief Contents

Preface 21

Chapter 1 Introduction to Marketing Research 32

Chapter 2 The Marketing Research Industry 48
Chapter 3 The Marketing Research Process and Defining the Problem
and Research Objectives 66
Chapter 4 Research Design 90
Chapter 5 Secondary Data and Packaged Information 114
Chapter 6 Qualitative Research Techniques 142
Chapter 7 Evaluating Survey Data Collection Methods 170
Chapter 8 Understanding Measurement, Developing Questions,
and Designing the Questionnaire 204
Chapter 9 Selecting the Sample 236
Chapter 10 Determining the Size of a Sample 262
Chapter 11 Dealing with Fieldwork and Data Quality Issues 288
Chapter 12 Using Descriptive Analysis, Performing Population Estimates,
and Testing Hypotheses 314
Chapter 13 Implementing Basic Differences Tests 350
Chapter 14 Making Use of Associations Tests 376
Chapter 15 Understanding Regression Analysis Basics 406
Chapter 16 The Research Report 432

Endnotes 461
Name Index 477
Subject Index 481

A01_BURN3261_08_GE_FM.indd 6 30/08/16 1:29 pm

 Contents

Preface 21

Chapter 1 Introduction to Marketing Research 32

1-1 Marketing Research Is Part of Marketing 34
The Philosophy of the Marketing Concept Guides
Managers’ Decisions 36
The “Right” Marketing Strategy 36
1-2 What Is Marketing Research? 37
Is It Marketing Research or Market Research? 37
The Function of Marketing Research 37
1-3 What Are the Uses of Marketing Research? 38
Identifying Market Opportunities and Problems 38
Generating, Refining, and Evaluating Potential Marketing Actions 38
Selecting Target Markets 39
Product Research 39
Pricing Research 39
Promotion Research 39
Distribution Research 39
Monitoring Marketing Performance 40
Improving Marketing as a Process 40
Marketing Research Is Sometimes Wrong 41
1-4 The Marketing Information System 41
Components of an MIS 42
Internal Reports System 42
Marketing Intelligence System 42
Marketing Decision Support System (DSS) 42
Marketing Research System 43
Summary 44 • Key Terms 45 • Review Questions/
Applications 45
Case 1.1 Anderson Construction 46
Case 1.2 Integrated Case: Auto Concepts 46

Chapter 2 The Marketing Research Industry 48

2-1 Evolution of an Industry 50
Earliest Known Studies 50
Why Did the Industry Grow? 50
The 20th Century Led to a “Mature Industry” 51
2-2 Who Conducts Marketing Research? 51
Client-Side Marketing Research 51
Supply-Side Marketing Research 53
2-3 The Industry Structure 53
Firm Size by Revenue 53
Types of Firms and Their Specialties 54
Industry Performance 54

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 8 CONTENTS

2-4 Challenges to the Marketing Research Industry 56

New and Evolving Sources of Data and Methods 56
Effective Communication of Results 58
Need for Talented and Skilled Employees 58
2-5 Industry Initiatives 58
Industry Performance Initiatives 58
Best Practices 58
Maintaining Public Credibility of Research 58
Monitoring Industry Trends 59
Improving Ethical Conduct 59
Certification of Qualified Research Professionals 60
Continuing Education 61
2-6 A Career in Marketing Research 62
Where You’ve Been and Where You’re Headed! 63
Summary 63 • Key Terms 63 • Review Questions/
Applications 64
Case 2.1 Heritage Research Associates 64

Chapter 3 The Marketing Research Process and Defining

the Problem and Research Objectives 66
3-1 The Marketing Research Process 67
The 11-Step Process 67
Caveats to a Step-by-Step Process 68
Why 11 Steps? 68
Not All Studies Use All 11 Steps 69
Steps Are Not Always Followed in Order 69
Introducing “Where We Are” 69
Step 1: Establish the Need for Marketing Research 69
The Information Is Already Available 70
The Timing Is Wrong to Conduct Marketing Research 70
Costs Outweigh the Value of Marketing Research 71
Step 2: Define the Problem 71
Step 3: Establish Research Objectives 71
Step 4: Determine Research Design 72
Step 5: Identify Information Types and Sources 72
Step 6: Determine Methods of Accessing Data 72
Step 7: Design Data Collection Forms 72
Step 8: Determine the Sample Plan and Size 73
Step 9: Collect Data 73
Step 10: Analyze Data 73
Step 11: Prepare and Present the Final Research Report 74
3-2 Defining the Problem 74
1. Recognize the Problem 75
Failure to Meet an Objective 75
Identification of an Opportunity 75
2. Understand the Background of the Problem 76
Conduct a Situation Analysis 76
Clarify the Symptoms 77
Determine the Probable Causes of the Symptom 77
Determine Alternative Decisions 78

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 CONTENTS 9

3. Determine What Decisions Need to Be Made 78

Specify Decision Alternatives 78
Weigh the Alternatives 78
4. Identify What Additional Information Is Needed 79
Inventory the Current Information State 79
Identify the Information Gaps 79
5. Formulate the Problem Statement 80
3-3 Research Objectives 80
Using Hypotheses 81
Defining Constructs 81
What Is the Unit of Measurement? 82
What Is the Proper Frame of Reference? 83
3-4 Action Standards 83
Impediments to Problem Definition 84
3-5 The Marketing Research Proposal 85
Elements of the Proposal 85
Ethical Issues and the Research Proposal 86
Summary 86 • Key Terms 87 • Review Questions/
Applications 87
Case 3.1 Golf Technologies, Inc. 88
Case 3.2 Integrated Case: Auto Concepts 89

Chapter 4 Research Design 90

4-1 Research Design 92
Why Is Knowledge of Research Design Important? 92
4-2 Three Types of Research Designs 93
Research Design: A Caution 94
4-3 Exploratory Research 94
Uses of Exploratory Research 95
Gain Background Information 95
Define Terms 95
Clarify Problems and Hypotheses 95
Establish Research Priorities 96
Methods of Conducting Exploratory Research 96
Secondary Data Analysis 96
Experience Surveys 96
Case Analysis 96
Focus Groups 98
4-4 Descriptive Research 98
Classification of Descriptive Research Studies 99
4-5 Causal Research 102
Experiments 102
Experimental Design 103
Before-After with Control Group 104
How Valid Are Experiments? 105
Types of Experiments 106
4-6 Test Marketing 107
Types of Test Markets 107
Standard Test Market 107
Controlled Test Markets 107

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 10 CONTENTS

Electronic Test Markets 108

Simulated Test Markets 109
Selecting Test-Market Cities 109
Pros and Cons of Test Marketing 109
Summary 110 • Key Terms 111 • Review Questions/
Applications 111
Case 4.1 Memos from a Researcher 112

Chapter 5 Secondary Data and Packaged Information 114

5-1 Big Data 116
5-2 Primary Versus Secondary Data 116
Uses of Secondary Data 118
5-3 Classification of Secondary Data 119
Internal Secondary Data 119
External Secondary Data 120
Published Sources 122
Official Statistics 123
Data Aggregators 124
5-4 Advantages and Disadvantages of Secondary Data 124
Advantages of Secondary Data 124
Disadvantages of Secondary Data 124
Incompatible Reporting Units 124
Mismatched Measurement Units 124
Unusable Class Definitions 125
Outdated Data 125
5-5 Evaluating Secondary Data 125
What Was the Purpose of the Study? 125
Who Collected the Information? 126
What Information Was Collected? 126
How Was the Information Obtained? 126
How Consistent Is the Information with Other Information? 128
5-6 The American Community Survey 128
5-7 What Is Packaged Information? 129
Syndicated Data 129
Packaged Services 131
5-8 Advantages and Disadvantages of Packaged
Information 132
Syndicated Data 132
Packaged Services 132
5-9 Applications of Packaged Information 132
Measuring Consumer Attitudes and Opinions 133
Market Segmentation 133
Monitoring Media Usage and Promotion Effectiveness 133
Market Tracking Studies 134
5-10 Social Media Data 134
Types of Information 134
Reviews 135
Tips 135
New Uses 135
Competitor News 135
Advantages and Disadvantages of Social Media Data 135
Tools to Monitor Social Media 136

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 CONTENTS 11

5-11 Internet of Things 136

Summary 138 • Key Terms 139 • Review Questions/
Applications 139
Case 5.1 The Men’s Market for Athleisure 140

Chapter 6 Qualitative Research Techniques 142

6-1 Quantitative, Qualitative, and Mixed Methods
Research 143
6-2 Observation Techniques 146
Types of Observation 146
Direct Versus Indirect 146
Covert Versus Overt 147
Structured Versus Unstructured 147
In Situ Versus Invented 147
Appropriate Conditions for the Use of Observation 147
Advantages of Observational Data 148
Limitations of Observational Data 148
6-3 Focus Groups 149
How Focus Groups Work 150
Online Focus Groups 151
Advantages of Focus Groups 151
Disadvantages of Focus Groups 152
When Should Focus Groups Be Used? 152
When Should Focus Groups Not Be Used? 152
Some Objectives of Focus Groups 152
Operational Aspects of Traditional Focus Groups 153
How Many People Should Be in a Focus Group? 153
Who Should Be in the Focus Group? 153
How Many Focus Groups Should Be Conducted? 154
How Should Focus Group Participants Be Recruited
and Selected? 154
Where Should a Focus Group Meet? 154
When Should the Moderator Become Involved in the
Research Project? 155
How Are Focus Group Results Reported and Used? 155
What Other Benefits Do Focus Groups Offer? 155
6-4 Ethnographic Research 156
Mobile Ethnography 156
Netnography 157
6-5 Marketing Research Online Communities 158
6-6 Other Qualitative Research Techniques 159
In-Depth Interviews 159
Protocol Analysis 160
Projective Techniques 161
Word-Association Test 161
Sentence-Completion Test 161
Picture Test 162
Cartoon or Balloon Test 162
Role-Playing Activity 162
Neuromarketing 163
Neuroimaging 163

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 12 CONTENTS

Eye Tracking 164

Facial Coding 164
The Controversy 164
Still More Qualitative Techniques 164
Summary 166 • Key Terms 167 • Review Questions/
Applications 167
Case 6.1 The College Experience 168
Case 6.2 Integrated Case: Auto Concepts 169

Chapter 7 Evaluating Survey Data Collection Methods 170

7-1 Advantages of Surveys 172
7-2 Modes of Data Collection 174
Data Collection and Impact of Technology 174
Person-Administered Surveys 175
Advantages of Person-Administered Surveys 175
Disadvantages of Person-Administered Surveys 176
Computer-Assisted Surveys 177
Advantages of Computer-Assisted Surveys 177
Disadvantages of Computer-Assisted Surveys 177
Self-Administered Surveys 178
Advantages of Self-Administered Surveys 178
Disadvantages of Self-Administered Surveys 178
Computer-Administered Surveys 179
Advantages of Computer-Administered Surveys 179
Disadvantage of Computer-Administered Surveys 180
Mixed-Mode Surveys 180
Advantage of Mixed-Mode Surveys 180
Disadvantages of Mixed-Mode Surveys 180
7-3 Descriptions of Data Collection Methods 181
Person-Administered/Computer-Assisted Interviews 182
In-Home Surveys 182
Mall-Intercept Surveys 183
In-Office Surveys 184
Telephone Surveys 184
Computer-Administered Interviews 188
Fully Automated Survey 188
Online Surveys 189
Self-Administered Surveys 191
Group Self-Administered Survey 191
Drop-Off Survey 191
Mail Survey 192
7-4 Working with a Panel Company 193
Advantages of Using a Panel Company 194
Disadvantages of Using a Panel Company 194
Top Panel Companies 195
7-5 Choice of the Survey Method 196
How Fast Is the Data Collection? 197
How Much Does the Data Collection Cost? 197
How Good Is the Data Quality? 197
Other Considerations 198

A01_BURN3261_08_GE_FM.indd 12 30/08/16 1:29 pm

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