Marketing Research, 10th edition

  • Alvin C. Burns
  • , Ann Veeck

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Marketing Research offers a conceptual introduction to marketing research. It presents basic statistical techniques for analyzing market data, while equipping you 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 to you at no added cost. A new Homespread Restaurant case study with an integrated dataset connects concepts across chapters while letting you participate in a complete marketing research project.

Published by Pearson (April 8th 2025) - Copyright © 2026

ISBN-13: 9780135364840

Subject: Marketing

Category: Marketing Research

  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