Marketing Research, 9th Edition

Marketing Research for a Data-Rich World

Marketing research has become both more essential and more complicated. The ninth edition of Marketing Research gives students and practitioners a structured way to think through that complexity, from the first vague business problem to the final set of insights that leaders can actually use.

Alvin C. Burns and Ann Veeck guide readers through the full arc of a research project, balancing established methods with newer data sources and digital practices. The result is a text that treats marketing research as a decision-making discipline, not just a collection of techniques.

From Problem Definition to Final Insight

The book follows the research process step by step. Early chapters establish why research is needed, how to define the problem and objectives, and how to choose among exploratory, descriptive, and causal designs. Later chapters move into secondary data, packaged information, qualitative techniques, survey data collection, measurement, questionnaire design, sampling, and fieldwork quality.

Rather than separating design from execution, the ninth edition keeps the practical questions in view: What does the decision maker need to know? Which method will produce credible evidence? How should the data be collected, checked, and interpreted?

Analysis That Connects Back to Decisions

Data analysis receives careful attention. Readers work through descriptive analysis, population estimates, hypothesis testing, basic differences tests, associations tests, and regression analysis basics before learning how to communicate insights. IBM SPSS Statistics Version 25 is integrated throughout, with annotated screenshots, step-by-step instructions, and datasets that support applied practice.

The goal is not just to run a procedure, but to understand when a statistical test fits the research question and what the output means for a marketing decision.

Real Companies, Global Contexts, Ethical Choices

Each chapter opens with a short vignette about a company or organization, showing how marketing research is used in contemporary practice. Global Applications illustrate that a large share of marketing research is conducted in international markets. Ethical Considerations use the code of standards adopted by the Insights Association to show how researchers recognize and respond to ethical dilemmas. Practical Applications offer nuts-and-bolts examples, including newer techniques such as neuromarketing, while Digital Marketing Research Applications examine how technology creates new data sources and new services for research firms.

Built for Learning, Not Just Reading

The learning structure is deliberately supportive. Chapter objectives preview major topics, marginal notes summarize key concepts, and chapter summaries reinforce the main points. Key terms and review questions help readers assess their knowledge, while end-of-chapter cases ask them to apply the material to realistic situations.

Synthesize Your Learning exercises connect ideas across three to four chapters, reducing the silo effect of studying topics in isolation. An integrated case runs through much of the book, simulating a real-world marketing research project that moves through most steps of the process. Online student resources, including chapter outlines, case study hints, online tests, PowerPoint slides, SPSS tutorials, and SPSS datasets, are made available through the instructor.

Who This Edition Serves

This ninth edition is aimed at undergraduate and graduate students in marketing, business, analytics, and related fields, as well as practitioners who need a reliable reference for research design, data collection, and analysis. It works as a course text, a desk reference, or a structured self-study guide. If you want to understand not only how to run a survey or analyze data, but why each research decision matters, this edition gives you the framework. 📊