Marketing Research, 10th edition

Published by Pearson (August 7, 2025) © 2026
  • Alvin C. Burns
  • Ann Veeck

Title overview

For global marketing courses.

A conceptual introduction to marketing research

Marketing Research presents basic statistical techniques for analyzing market data, while equipping students with relevant job skills. Emphasizing practical applications, the authors explore global forces shaping marketing research today, including technological and philosophical influences such as AI and big data.

The 10th Edition was condensed to focus on the most essential tools and concepts. It adds XL Data Analyst, Excel-based analysis available at no added cost to students. For the first time ever, a MyLab for this title is available, offering a breadth of engaging learning experiences and assessment options.

Hallmark features of this title

Contemporary practices

  • Practical marketing research techniques are explored, including storytelling, data visualization, big data and AI.
  • Marketing Research Insights, rearranged for the new edition, reflect digital marketing research, ethical issues and global approaches.
  • Integrated industry-standard IBM SPSS software, with annotated screenshots, supports analyses while building job skills. In the new edition, XL Data Analyst is offered as an alternative.

Critical-thinking applications

  • Synthesize Your Learning challenges help students connect material across chapters.
  • Active Learning Exercises involve tasks such as tracking user behavior with Google Analytics and creating an infographic with PowerPoint®.
  • A Job Skills Learned feature at the end of each chapter pinpoints skills learned in the chapter.

New and updated features of this title

Significant content revisions

  • REVISED: The text was significantly condensed, with two fewer chapters and sampling content merged into one chapter, to help you focus on the most essential tools and concepts of an undergraduate marketing research course.
  • NEW: A new, relatable Homespread Restaurant case study with an integrated dataset connects concepts across chapters while letting students participate in a complete marketing research project.
  • NEW: New material was added throughout, including new content, examples, end-of-chapter cases and review questions.

New analysis resources and coverage

  • NEW: XL Data Analyst, Excel-based analysis, was added at no extra cost to students and as an alternative to the integrated IBM SPSS software. It runs on Windows and Mac Excel and is complemented by annotated screenshots.
  • UPDATED: SPSS/analysis coverage now includes both the analysis of percents for two groups and the effect-size statistics that now characterize SPSS. Both are reflected in the XL Data Analyst.
  • REVISED: SPSS Student Assistant, a set of videos on how to use SPSS for analyses, was streamlined to include only the most-viewed videos (i.e., the SPSS analyses covered in Ch. 1-13).

Key features

Features of Pearson+ eTextbook for the 10th Edition

  • Two concept-check questions at the end of each learning objective let students gauge their comprehension of the material they’ve just read.

Brand-new MyLab! Features of MyLab Marketing for the 10th Edition

  • Pre-built courses and assignments offer interactive course-specific content, by expert authors, that you can tailor to the goals of your course.
  • Pearson+ eTextbook lets students choose how they learn best. Part of your MyLab course, Pearson+ merges easy-to-use eTextbooks with study tools.
  • AI-powered study tool draws on Pearson content to turn homework mistakes into teachable moments.
  • Dynamic Study Modules pose a handful of questions and then respond to each student’s progress in real time. Learners deepen their grasp of concepts as they go.
  • Assignable media consists of brief videos with embedded assessments. You can swap out media with your own videos, YouTube videos or content from Pearson’s Media Library.
  • The Case Study Library offers brief, assignable case studies based on real-world business scenarios (both text and video cases). Case study assignments include case-related writing prompts as well as auto-graded multiple-choice assessment questions.

Table of contents

  1. Introduction to Marketing Research
  2. The Marketing Research Process
  3. Research Design
  4. Secondary Data
  5. Qualitative Research Techniques
  6. Evaluating Survey Data Collection Methods
  7. Understanding Measurement, Developing Questions, and Designing the Questionnaire
  8. Sample Size and Sample Selection
  9. Data Quality Issues and Datasets
  10. Performing Descriptive Analysis, Computing Confidence Intervals, and Testing Hypotheses
  11. Implementing Basic Differences Tests
  12. Making Use of Associations Tests
  13. Understanding Regression Analysis Basics
  14. Communicating Insights

Author bios

About our authors

Alvin C. Burns, Professor and Head, Emeritus, Professor of Marketing (retired), is the former Ourso Distinguished Chair of Marketing/Chairperson of Marketing in the E. J. Ourso College of Business Administration at Louisiana State University. He received his doctorate in marketing from Indiana University and an MBA from the University of Tennessee. Al has taught undergraduate and master’s courses as well as doctoral seminars in marketing research for over 40 years. During this time, he has supervised many marketing research projects conducted for business-to-consumer, business-to-business and not-for-profit organizations. His articles have appeared in the Journal of Marketing Research, Journal of Business Research, Journal of Advertising Research and others. He is a Fellow in the Association for Business Simulation and Experiential Learning. He resides in Baton Rouge, Louisiana, with his wife, Jeanne Burns.

Ann Veeck is Professor of Marketing at Western Michigan University. She received her PhD in business, with a major in marketing and a minor in statistics, from Louisiana State University and her Master of Marketing Research degree from the University of Georgia. She has taught marketing research and marketing analytics courses to thousands of undergraduate and MBA students for 25 years, using this marketing research text. The focus of her research is family and food consumption patterns in developing nations, with an emphasis on China. She has also published extensively on best learning practices in marketing. She has received the top teaching award from Western Michigan University, the top teaching and research awards from Haworth College of Business and a national award for innovative teaching from the Marketing Management Association. Ann lives in Kalamazoo, Michigan, with her husband, Gregory Veeck.

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