Marketing Research

First edition

Jeremy J. Sierra - Texas State University, USA
Michael R. Hyman - New Mexico State University, Las Cruces, USA

Other Titles in:
Marketing Research

January 2027 | 360 pages | SAGE Publications, Inc

Marketing Research explains how marketing research can help marketers understand consumers, build brands, and develop effective marketing strategies. Through relatable examples and a student-friendly writing style, Jeremy J. Sierra and Michael R. Hyman show students how to avoid common research errors and analyze consumer data. Chapters discuss the trends in the industry, such as the increasing focus on consumer and AI research. Students will walk away understanding the importance of marketing research in any marketing career.

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Chapter 1: Using Marketing Research to Understand Consumers and Branding

Using Marketing Research to Understand Consumer Behavior

Explaining Consumers’ Purchases and Related Motivations

Some Major Consumer Behavior Theories to Guide Your Research

Brand Building and Brand Positioning

Brand Valuation

Conclusion

Conceptual and Applied Discussion Questions

Don’ts and Dos When Using Marketing Research to Identify and Understand Your Potential Customers and Build Your Brand

Case Study 1: Insights Into the Consumer Decision-Making Process When Selecting a Credit Card

Case Study 2: Designing a New Brand Logo for Dollar Shave Club

Key Terms

References

Chapter 2: Stages in the Marketing Research Process

What Is Marketing Research?

Identify the Marketing Research Problem (Stage 1)

Design the Marketing Research Study (Stage 2)

Select the Sample(s) and Collect the Data (Stages 3 and 4)

Analyze the Data and Develop the Report (Stages 5 and 6)

Conclusion

Conceptual and Applied Discussion Questions

Don’ts and Dos When Deciding on a Marketing Research Design

Case Study: Using Exploratory and Descriptive Research to Understand Key Performance Indicators (KPIs)

Key Terms

References

Chapter 3: Types of Marketing Research

What Is Exploratory Research?

What Is Descriptive Research?

What Is Causal Research?

Differentiating Between Cross-Sectional Research and Longitudinal Research

Ethics and Marketing Research

Conclusion

Conceptual and Applied Discussion Questions

Don’ts and Dos When Formulating a Marketing Research Study

Case Study: Taylor Swift and the NFL

Key Terms

References

Chapter 4: Measurement Error in Consumer Research

Measurement Error

Distinguishing Uncontrollable From Controllable Measurement Error

Understanding Participants’ Unconscious and Conscious Responses to Survey Questions

Eliminating Non-Response and Administrative Errors

Evaluating Reliability and Validity of Survey Items

Conclusion

Conceptual and Applied Discussion Questions

Don’ts and Dos When Trying to Reduce Measurement Error

Case Study: Trader Joe’s Dealing With Measurement Error in the Form of Unconscious and Conscious Response Tendencies

Key Terms

References

Chapter 5: Measuring Consumer Attitudes

Consumer Attitudes

Using Theoretical Frameworks to Explain Consumer Attitudes’ Effect on Buying Behavior

Measuring Consumer Attitudes

Using Interval Scales to Measure Consumer Attitudes

Finding Scales to Measure Consumer Attitudes

Conclusion

Conceptual and Applied Discussion Questions

Don’ts and Dos When Trying to Measure Consumer Attitudes

Case Study: Using Aided or Unaided Recall to Evaluate the Effectiveness of Event Marketing on Brand Responses

Key Terms

References

Chapter 6: Creative, Effective Survey Questions

Using Nominal, Ordinal, Interval, and Ratio-Scaled Data to Understand Consumers

Using Closed-Ended and Open-Ended Questions to Measure Consumer Attitudes

Ensuring Reliable and Valid Data through Effective Survey Item Development

Ensuring Measurement Accuracy Through Effective Survey Design

Purchase Intentions Scales and Comparative Tasks

Conclusion

Conceptual and Applied Discussion Questions

Don’ts and Dos When Trying to Develop Survey Questions

Case Study: Developing an Effective Survey for No More Red Eyes Coffee House

Key Terms

References

Chapter 7: Designing Questionnaires

Questionnaire Introduction, Qualifier and Filter Questions, and Instructions

Organizing Your Survey Questions

Ensuring Respondent Engagement

Your Questionnaire’s Layout

Pretesting Your Questionnaire

Conclusion

Conceptual and Applied Discussion Questions

Don’ts and Dos When Designing Questionnaires

Case Study: Using AI Tools to Build Questionnaires: Friend or Foe?

Key Terms

References

Chapter 8: Sampling

Sampling Terminology and Types

The Importance of Generalizability

Meticulously Selecting a Sample

How Many Responses Do I Need?

Online Data Collection Methods

Conclusion

Conceptual and Applied Discussion Questions

Don’ts and Dos When Deciding on a Sample Type

Case Study: How Sampling Can Influence the Decision to Extend a Mexi-Thai’s Food Truck Menu

Key Terms

References

Chapter 9: Secondary Data

Using Secondary Data to Benefit Marketing Researchers

Benefiting from In-House Secondary Data

Exploring the Boundless World of External Secondary Data

In Your Quest for Knowledge, Can You Count on AI?

The Good and Bad Associated with Secondary Data

Conclusion

Conceptual and Applied Discussion Questions

Don’ts and Dos When Collecting Secondary Data

Case Study: Using External Secondary Data to Help Freshpet Expand Its Market

Key Terms

References

Chapter 10: Qualitative Research

Qualitative Research Methods

Using Interviews and Focus Groups to Understand Your Targeted Consumer

Using Indirect Methods to Collect Accurate Data

Gauging Consumer Behavior by Watching Them

AI Makes Examining Online Qualitative Data Doable

Conclusion

Conceptual and Applied Discussion Questions

Don’ts and Dos for Conducting Qualitative Research

Case Study: Using Semi-Structured In-Depth Interviews to Help Buc-ee’s Increase Its Revenue

Key Terms

References

Chapter 11: Experimentation

The Purpose and Design Fundamentals of an Experiment

Establishing a Cause-and-Effect Relationship is a Chore

Ensuring the Treatment Condition is the Sole Cause of Changes in the Dependent Variable

Using Laboratory and Field Experiments to Understand Your Consumers

Using Statistics to Examine a Between-Subjects Experiment

Conclusion

Conceptual and Applied Discussion Questions

Don’ts and Dos When Designing and Conducting Experiments

Case Study: Using Experimental Design to Help Papa John’s

Key Terms

References

Chapter 12: Preparing Data for Analysis

Who’ll Collect the Data?

Getting Your Data Ready to Run Statistical Tests

What to Do about Missing Data?

Multivariate Analysis Assumption Testing

Mischievous Respondents Wreak Havoc on Marketing Research Goals

Conclusion

Conceptual and Applied Discussion Questions

Don’ts and Dos When Preparing Data for Analysis

Case Study: Missing Data—Determining Causes for Unanswered Survey Items and Identifying Trends in the Data Set

Key Terms

References

Chapter 13: Analyzing Data

Testing Hypotheses: What Goes Into It?

Making Descriptive Analysis Useful

When Examining More than One Variable, Cross-Tabulation is an Option

Using Difference Testing to Understand Sample Participants’ Response Patterns

Using Correlation to Help You Understand How Variables Relate

Conclusion

Conceptual and Applied Discussion Questions

Don’ts and Dos When Analyzing Data

Case Study: Analyzing Data With SPSS: A Job Interview Deal Breaker

Key Terms

References

Chapter 14: Writing a Marketing Research Report

Understand a Marketing Research Report’s Communication Goals

Know the Required Sections of a Marketing Research Report

Paint a Picture of Your Marketing Research Report with Effective Prose

When Words May Muddy a Message, Visuals May Not

Only Conduct a Study You Can Present Effectively

Conclusion

Conceptual and Applied Discussion Questions

Don’ts and Dos When Writing About or Presenting a Marketing Research Study

Case Study: Using Visuals to Summarize Non-Metric and Metric Data: One More Test From TLC Consultancy

Key Terms

References

A modern and thoughtful approach to Marketing Research.

Professor Birud Sindhav

University of Nebraska at Omaha

The text connects marketing research tools with essential marketing concepts. It would be a good textbook for introductory marketing research.

Professor Jifeng Mu

Alabama A&M University

A marketing research textbook characterized by its innovative and student-centric approach.

Professor Iman Raoofpanah, PhD

John Carroll University

Finally, a marketing research text that considers Excel, SPSS, and SAS—all at the same time!

Professor Mark S. Rosenbaum, Ph.D.

The Citadel

A comprehensive and practical guide to Market Research.

Professor Kathy Rathbone, M.B.A.

Tri-County Community College, Murphy, NC

An approachable way to learn market research with steps on how to practically apply it. The author provides straight-forward explanations of complex topics while making it relatable to business cases.

Professor Carissa A. Newton, MBA, PCM

University of Indianapolis, School of Business, Marketing

This book prepares students not just to learn about marketing research, but to actually do it with an ethical, digital, and practical approach. It is one of the most teachable and up-to-date research texts available today.

Professor Heejung Park, PhD

Northern Michigan University

This book is a student-friendly, career-focused introduction to marketing research that emphasizes how research helps companies understand consumers, build stronger brands, and improve marketing outcomes. What sets it apart is its strong emphasis on offering clear explanations, relatable examples, and engaging case studies that make complex topics approachable.

Professor Yueying He, Ph.D. Candidate

School of Marketing and International Business, Spears School of Business, Oklahoma State University

This textbook brings marketing research to life. With a conversational voice, real-world cases, and up-to-date topics like AI and digital behavior, it transforms complex concepts into practical tools students can truly use. Whether you're new to teaching research or looking to refresh your course, this book meets you where you are—and takes your class further.

Professor Na (Amy) Wen

California State University, Northridge

This book is written in a clear, practical voice that makes complex research methods easy to understand. Its step-by-step structure, supported by real-world examples and visuals, helps connect theory to practice.

Professor Raymond Liu, University of Massachusetts Boston

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