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 masters courses as well as doctoral seminars in marketing research forover 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.

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