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Marketing Research
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Marketing Research

First edition
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January 2027 | 360 pages | SAGE Publications, Inc
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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.

Sage Vantage Learning Platform
This text is offered in Sage Vantage, an intuitive learning platform that integrates quality Sage textbook content with assignable multimedia activities and auto-graded assessments to drive student engagement and ensure accountability. Unparalleled in its ease of use and built for dynamic teaching and learning, Vantage offers customizable LMS integration and best-in-class support.

Highlights
  • Assignable video with assessment tied to learning objectives and curated exclusively for this text brings concepts to life. Watch a sample video now.
  • NEW! An AI Literacy module prepares students to engage confidently with today's AI tools through an interactive, outcomes-focused experience—with minimal instructor lift and no course redesign required. Available exclusively in Sage Vantage and written by professors who teach and publish about AI, the AI Information Literacy, Academic Integrity, and Responsible AI Use integrates video, data driven examples, applied activities, Knowledge Checks, and built-in assessments that help instructors track student understanding. Focused on strengthening critical thinking, the module teaches students how to evaluate AI outputs for accuracy and bias while developing responsible prompting strategies that support academic success without compromising students' intellectual growth.
 
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
Professor Raymond Liu, University of Massachusetts Boston
Key features
  • This text is available in Sage Vantage, an intuitive learning platform that integrates quality Sage textbook content with assignable multimedia activities and auto-graded assessments to drive student engagement and ensure accountability. Unparalleled in its ease of use and built for dynamic teaching and learning, Vantage offers customizable LMS integration and best-in-class support.
    • NEW! An AI Literacy module prepares students to engage confidently with today's AI tools through an interactive, outcomes-focused experience—with minimal instructor lift and no course redesign required. Available exclusively in Sage Vantage and written by professors who teach and publish about AI, the AI Information Literacy, Academic Integrity, and Responsible AI Use module integrates video, data driven examples, applied activities, Knowledge Checks, and built-in assessments that help instructors track student understanding. Focused on strengthening critical thinking, the module teaches students how to evaluate AI outputs for accuracy and bias while developing responsible prompting strategies that support academic success without compromising students’ intellectual growth.
  • Key features in each chapter:
    • Introductory cases: Relatable opening cases illustrate the chapter’s five Learning Objectives and help spark class discussion.
    • Digging Deeper box: Expands on especially important topics that deserve additional explanation or context.
    • Post-graduation relevance: Each chapter ends with a discussion of why the material matters for students’ future careers.
    • Discussion questions: Conceptual and Applied Discussion Questions reinforce learning objectives and support class discussion, quizzes, or exams.
    • Don'ts and Dos section: Offers practical guidance on best practices and common mistakes in marketing research.
    • Case study application: A short case study with discussion questions helps students practice higher-order thinking and can be used for homework, extra credit, or in-class work.
    • Key terms: Important terms appear at the end of each chapter to strengthen understanding and retention.
    • References: Each chapter includes references for additional reading to build students' evaluative skills in marketing research.
Vantage Reference: 
Marketing Research - Vantage Learning Platform