Marketing Research: Asia-Pacific Edition - Softcover

Winzar, Hume; D'Alessandro, Steve; Lowe, Ben; Babin, Barry; Zikmund, William

Softcover

ISBN 10: 017036982X ISBN 13: 9780170369824

Publisher: Cengage Australia, 2016

Synopsis

Marketing Research 4th Asia-Pacific edition continues to equip students with the knowledge and skills required to successfully undertake marketing research. Combining a solid theoretical foundation with a practical, step-by-step approach, the marketing research process is explored through a learning model that is constantly reinforced throughout the text. Using a raft of contemporary local and international examples, data sets and case studies to explain traditional marketing research methods, Marketing Research also examines new theories and techniques. To reflect emerging industry practices, each stage of research reporting is detailed, as well as a range of presentation methodologies. This edition of Marketing Research continues to integrate Qualtrics, a robust and easy-to-use online survey tool that provides students with a platform for designing, distributing and evaluating survey results, to strengthen its ‘learning by doing’ approach. For analysing data, the text covers both SPSS and EXCEL outputs. This text is indispensable for students studying marketing research in any business or marketing course.

About this title

About the Authors

Hume Winzar is an Associate Professor in Business at Macquarie University, Sydney.  He is director of the Bachelor of Business Analytics in the Department of Actuarial Studies and Business Analytics. Teaching and research focuses on marketing research and analytics at undergraduate and postgraduate levels. Hume is regarded as one of Australia’s authorities on research design and marketing research analysis. Over the last 30 years he has taught the full range of marketing courses in universities across Australia, SE-Asia, Eastern Europe, Canada and the USA. He has also published in marketing theory, consumer behaviour and research methodology and has contributed to publications in psychology, management, accounting and banking. Qualifications: B.Business (QUT), MBA (UQ), M.Commerce (Bond), PhD (Sydney), GCHE (Griffith).

Steven D’Alessandro is a Professor of Marketing at the University of Tasmania.  Steve has published 114 refereed papers in leading international journals (including The European Journal of Marketing, Journal of Business Research, International Marketing Review, Psychology and Marketing, Marketing Letters, Journal of Services Marketing, Journal of Macromarketing, International Journal of Consumer Studies, Journal of Retailing and Consumer Studies, Accounting and Finance, Food Quality and Preference, Applied Economics, and Journal of Environmental Management), books and conferences. Steve has also worked as a market research consultant for blue-chip companies such as Pacific-Dunlop, ANZ, Challenge Bank, BHP, Telstra and Ford. He has published a number of market-leading textbooks on Market Research and Consumer Behaviour as well as an original text on Services Marketing with Oxford University Press. In 2012 he was awarded the ANZMAC Distinguished Marketing Educator of the Year Award, in recognition of his sustained excellence and innovation in marketing education. In 2017, he was part of the successful bid team and co-investigator for the Cyber Security CRC which was awarded 140 million dollars by industry and government. He is currently co-editor of the Journal of Consumer Behaviour.

Ben Lowe is Professor of Marketing at Kent Business School, University of Kent. He was previously Head of the Marketing Group for a number of years and has also taken on other leadership roles within the School (e.g., Interim Director of Education, Programme Director for the MSc in Marketing and the MSc in Management, Academic Lead for the School’s Periodic Programme Review). Currently he is on the editorial board of several journals and is an Associate Editor at the European Journal of Marketing. He has published extensively in the field of consumer behaviour, and his research made contributions to our understanding of pricing, innovation adoption, social marketing, marketing communications and interactive marketing. Qualifications: PhD (Griffith), BBus (Monash), BCom (Sydney), PGCHE (Kent).

Barry J. Babin has authored more than 100 research publications in some of today's most prestigious peer-reviewed research periodicals, such as the Journal of Marketing, Journal of Consumer Research, Journal of Business Research, Journal of Retailing, Psychology and Marketing, Journal of the Academy of Marketing Science and the International Journal of Wine Business Research. Dr. Babin is currently Morris Lewis Professor of Marketing and chair of marketing in the Ole Miss Business School. He has won numerous honors for his research, including the Louis K. Brandt Faculty Research Award from the University of Southern Mississippi, Outstanding Researcher in the COB at Louisiana Tech University, the 1996 Society for Marketing Advances (SMA) Steven J. Shaw Award, the 1997 Omerre Deserres Award for Outstanding Contributions to Retail and Service Environment Research and the Academy of Marketing Science’s prestigious Harold W. Berkman Distinguished Service Award. Dr. Babin is a past president of the Academy of Marketing Science and the Society for Marketing Advances and has been recognized as a distinguished fellow of both organizations. His research focuses on the effect of the service environment in creating value for employees and customers and on the impact of big data on consumer liberty. He offers expertise in building and understanding value that leads to long-lasting, mutually beneficial relationships with employees and customers. His teaching specialties involve advanced methods of marketing and consumer research and creative problem solving. A frequent international lecturer, he has presented in Australia, South Korea, France, Germany, Mexico, New Zealand, South Africa, Canada, Sweden, Norway, Peru, Israel and the United Kingdom.

William G. Zikmund (1943-2002) was a professor of marketing at Oklahoma State University. He received his bachelor of science in marketing from the University of Colorado, a masters of science from Southern Illinois University, and a PhD in business administration from the University of Colorado. Professor Zikmund worked in marketing research for Conway\Millikin Company and Remington Arms Company before beginning his academic career. In addition, he had extensive consulting experience with many business and not-for-profit organizations. Professor Zikmund published many articles and successful textbooks. His books include Marketing, Effective Marketing, Exploring Marketing Research, and Business Research Methods. He was an active teacher who strived to be creative and innovate in the classroom. His books have been used in Universities in Europe, Asia, Africa, South America, and North America. More than half a million students have read his books.

Edition details

• Publisher: Cengage Australia
• Publication date: 2016
• Language: English
• ISBN 10: 017036982X
• ISBN 13: 9780170369824
• Binding: Paperback
• Edition number: 4
• Number of pages: 656