The essence of successful and sustainable marketing practice is founded on an understanding of existing and potential consumers. As marketing has grown around this principle, so the subdiscipline—and industry—of marketing research has flourished. This new four-volume collection in the Routledge Major Works series, Critical Perspectives on Business and Management, meets the need for an authoritative, up-to-date, and comprehensive reference work synthesizing its voluminous literature. Indeed, the sheer scale of the growth in related research output—and the breadth of the field—makes this collection especially timely and welcome. Marketing Research provides the most comprehensive collection of classic and contemporary contributions on the subject to date. It facilitates ready access to the most influential and important works across the field, combining theoretical and practical perspectives to encourage a broader appreciation of marketing research and the mutual influences within it.
Drawing on expertise garnered in both the academy and in practice, Marketing Research has been co-edited by David Birks, a leading scholar in the field (and co-author of the Europe’s most successful marketing research textbook, now in its third edition), and Tim Macer, an international marketing research consultant and commentator. The collection is fully indexed and has a comprehensive introduction, newly written by the editors, which places the material in its historical and intellectual context. It is an essential work of reference and is destined to be valued by scholars and students—as well as practitioners in the field—as a vital one-stop research resource.
Volume I: The Nature and Scope of Marketing Research
Part 1: What is Marketing Research?
1. Archibald Crossley et al. (1949), ‘Committee Reports: Report of American Marketing Association Committee on Marketing Research Techniques’, Journal of Marketing, 13, 3, 330–55.
2. George S. Day (1975), ‘The Threats to Marketing Research’, Journal of Marketing Research, 12, 4, 462–7.
3. Naresh K. Malhotra, James Agarwal, and Mark Peterson (1996), ‘Methodological Issues in Cross-Cultural Marketing Research: A State-of-the-Art Review’, International Marketing Review, 13, 5, 7–43.
4. Robert Worcester (1996), ‘Why We Do What We Do: A Review of What We Think We Do, Reflections on Why We Do It, and Whether or Not It Does Any Good’, Survey and Statistical Computing, 17–27.
5. Gerrit H. van Vruggen, Ale Smidts, and Berend Wierenga (2001), ‘The Powerful Triangle of Marketing Data, Managerial Judgment, and Marketing Management Support Systems’, European Journal of Marketing, 35, 7/8, 796–814.
6. Elizabeth Daniel, Hugh Wilson, and Malcolm McDonald (2003), ‘Towards a Map of Marketing Information Systems: An Inductive Study’, European Journal of Marketing, 37, 5/6, 821–47.
7. Judie Lannon and Merry Baskin (2007), ‘Tomorrow’s Research: Full Circle into the Future’, MRS Golden Jubilee Conference, 22, 1–25.
Part 2: Marketing Research in Business
8. Robert E. Sessions (1950), ‘A Management Audit of Marketing Research’, Journal of Marketing, 14, 4, 563–71.
9. Harry V. Roberts (1958), ‘The Role of Research in Marketing Management’, Journal of Marketing, 22, 1, 21–32.
10. A. B. Blankenship (1961), ‘Creativity in Consumer Research’, Journal of Marketing, 25, 6, 34–8.
11. John G. Keane (1969), ‘Some Observations on Marketing Research in Top Management Decision Making’, Journal of Marketing, 33, 4, 10–15.
12. Rohit Deshpande and Gerald Zaltman (1982), ‘Factors Affecting the Use of Market Research Information: A Path Analysis’, Journal of Marketing Research, 19, 1, 14–31.
13. Rohit Deshpande and Gerald Zaltman (1984), ‘A Comparison of Factors Affecting Researcher and Manager Perceptions of Market Research Use’, Journal of Marketing Research, 21, 1, 32–8.
14. Susan Hart and Adamantios Diamantopoulos (1992), ‘Marketing Research Activity and Company Performance: Evidence from Manufacturing Industry’, European Journal of Marketing, 27, 5, 54–72.
15. Hanjoon Lee, Jay D. Lindquist, and Frank Acito (1997), ‘Managers’ Evaluation of Research Design and its Impact on the Use of Research: An Experimental Approach’, Journal of Business Research, 39, 231–40.
16. Simon Chadwick (2006), ‘Client-Driven Change: The Impact of Changes in Client Needs on the Research Industry’, International Journal of Market Research, 48, 4, 391–413.
17. Audrey Niven and Mike Imms (2006), ‘Connecting with Clients: Rethinking the Debrief’, MRS Conference, 25, 1–27.
Part 3: Initiating Effective Marketing Research
18. Harper W. Boyd Jr and Steuart Henderson Britt (1965), ‘Making Market Research More Effective by Using the Administrative Process’, Journal of Marketing Research, 2, 1, 13–19.
19. Sue Jones (1985), ‘Problem Definition in Marketing Research: Facilitating Dialog between Clients and Researchers’, Psychology and Marketing, 2, 2, 83–92.
20. Christine Moorman, Rohit Deshpande, and Gerald Zaltman (1993), ‘Factors Affecting Trust in Market Research Relationships’, Journal of Marketing, 57, 1, 81–101.
21. Patrick Butler (1994), ‘Marketing Problems: From Analysis to Decision’, Marketing Intelligence & Planning, 12, 2, 4–12.
Part 4: Theory Development in Marketing Research
22. Richard P. Bagozzi (1984), ‘A Prospectus for Theory Construction in Marketing’, Journal of Marketing, 48, 1, 11–29.
23. Shelby D. Hunt (1993), ‘Objectivity in Marketing Theory and Research’, Journal of Marketing, 57, 2, 76–91.
24. Peter S. H. Leeflang and Dick R. Wittink (2000), ‘Building Models for Marketing Decisions: Past, Present and Future’, International Journal of Research in Marketing, 17, 105–26.
25. Agnes Nairn, Pierre Berthon, and Arthur Money (2007), ‘Learning from Giants: Exploring, Classifying and Analysing Existing Knowledge on Market Research’, International Journal of Market Research, 49, 2, 257–74.
Volume II: Qualitative Marketing Research: Approaches, Techniques, and Analysis
Part 5: The Nature of Qualitative Research
26. Fred T. Schreier and Albert J. Wood (1948), ‘Motivation Analysis in Market Research’, Journal of Marketing, 13, 2, 172–82.
27. Mark Tadajewski (2006), ‘Remembering Motivation Research: Toward an Alternative Genealogy of Interpretive Consumer Research’, Marketing Theory, 6, 4, 429–66.
28. Peter Cooper (2007), ‘In Search of Excellence: The Evolution and Future of Qualitative Research’, ESOMAR Congress, 1–16.
Part 6: The Foundations of Qualitative Research
29. Elizabeth Hirschman (1985), ‘Scientific Style and the Conduct of Consumer Research’, Journal of Consumer Research, 12, 2, 225–39.
30. Paul F. Anderson (1986), ‘On Method in Consumer Research: A Critical Relativist Perspective’, Journal of Consumer Research, 13, 155–73.
31. Shelby D. Hunt (1991), ‘Positivism and Paradigm Dominance in Consumer Research: Toward Critical Pluralism and Rapprochement’, Journal of Consumer Research, 18, 32–44.
32. Stephen J. Arnold and Eileen Fischer (1994), ‘Hermeneutics and Consumer Research’, Journal of Consumer Research, 21, 55–70.
33. Joep P. Cornelissen and Andrew R. Lock (2005), ‘The Uses of Marketing Theory: Constructs, Research Propositions, and Managerial Implications’, Marketing Theory, 5, 2, 165–84.
Part 7: Qualitative Research Approaches
34. Craig J. Thompson, William B. Locander, and Howard R. Pollio (1989), ‘Putting Consumer Experience Back into Consumer Research: The Philosophy and Method of Existential Phenomenology’, Journal of Consumer Research, 16, 133–46.
35. Ruth Ann Smith and David S. Lux (1993), ‘Historical Method in Consumer Research: Developing Causal Explanations of Change’, Journal of Consumer Research, 19, 595–610.
36. William D. Wells (2001), ‘Discovery-Oriented Consumer Research’, Journal of Consumer Research, 19, 489–504.
37. Michael Harvey and Malcolm Evans (2001), ‘Decoding Competitive Propositions: A Semiotic Alternative to Traditional Advertising Research’, International Journal of Market Research, 43, 2, 171–87.
38. Rachel Lawes (2002), ‘Demystifying Semiotics: Some Key Questions Answered’, International Journal of Market Research, 44, 3, 251–64.
39. Chad Perry and Evert Gummesson (2004), ‘Action Research in Marketing’, European Journal of Marketing, 38, 3/4, 310–20.
Part 8: Qualitative Techniques
40. Bobby J. Calder (1977), ‘Focus Groups and the Nature of Qualitative Research’, Journal of Marketing Research, 14, 3, 353–64.
41. Jeffrey S. Nevid and L. Sta. Maria Nelly (1999), ‘Multicultural Issues in Qualitative Research’, Psychology and Marketing, 16, 4, 305–25.
42. Thomas J. Reynolds and Jonathan Gutman (1988), ‘Laddering Theory, Method, Analysis and Interpretation’, Journal of Advertising Research, Feb./Mar., 11–31.
43. Mark Easterby-Smith, Richard Thorpe, and David Holman (1996), ‘Using Repertory Grids in Management’, Journal of European Industrial Training, 20, 3, 3–30.
44. Hy Mariampolski (1999), ‘The Power of Ethnography’, Journal of the Market Research Society, 41, 1, 75–86.
45. Clive Boddy (2005), ‘Projective Techniques in Market Research: Valueless Subjectivity or Insightful Reality?’, International Journal of Market Research, 47, 3, 239–54.
Part 9: Qualitative Data Analysis
46. Melanie Wallendorf and Merrie Brucks (1993), ‘Introspection in Consumer Research: Implementation and Implications’, Journal of Consumer Research, 20, 339–59.
47. Harold H. Kassarjian (1977), ‘Content Analysis in Consumer Research’, Journal of Consumer Research, 4, 8–18.
48. Gerald Zaltman and Robin Higie Coulter (1995), ‘Seeing the Voice of the Consumer: Metaphor-Based Advertising Research’, Journal of Advertising Research, 35, 35–51.
49. Joep P. Cornelissen (2003), ‘Metaphor as a Method in the Domain of Marketing’, Psychology and Marketing, 20, 3, 209–25.
50. Angelina Dolan and Catherine Ayland (2001), ‘Analysis on Trial’, International Journal of Market Research, 43, 4, 377–89.
51. Tim Macer, Mark Pearson, and Fabrizio Sebastiani (2007), ‘Cracking the Code: What Customers Say in Their Own Words’, MRS Golden Jubilee Conference, 15, 1–17.
Volume III: Quantitative Marketing Techniques and Analyses
Part 10: Data Collection
52. Martin Collins (1997), ‘Interviewer Variability: A Review of the Problem’, Journal of the Market Research Society, 39, 1, 67–84.
53. Mick P. Couper (1997), ‘Survey Introductions and Data Quality’, Public Opinion Quarterly, 61, 2, 317–38.
54. Maryon F. King and Gordon C. Bruner (2000), ‘Social Desirability Bias: A Neglected Aspect of Validity Testing’, Psychology and Marketing, 17, 2, 79–103.
55. Stanley Presser et al. (2004), ‘Methods for Testing and Evaluating Survey Questions’, Public Opinion Quarterly, 68, 1, 109–30.
Part 11: Measurement
56. Gilbert A. Churchill Jr (1979), ‘A Paradigm for Developing Better Measures of Marketing Constructs’, Journal of Marketing Research, 1979, 16, 1, 64–73.
57. Eli P. Cox (1980), ‘The Optimal Number of Response Alternatives for a Scale: A Review’, Journal of Marketing Research, 17, 4, 407–22.
58. Gilbert A. Churchill Jr and J. Paul Peter (1984), ‘Research Design Effects on the Reliability of Rating Scales: A Meta-Analysis’, Journal of Marketing Research, 21, 4, 360–75.
59. Joseph O. Rentz (1987), ‘Generalizability Theory: A Comprehensive Method for Assessing and Improving the Dependability of Marketing Measures’, Journal of Marketing Research, 24, 1, 19–28.
60. Leisa Reinecke Flynn and Dawn Pearcy (2001), ‘Four Subtle Sins in Scale Development: Some Suggestions for Strengthening the Current Paradigm’, International Journal of Market Research, 43, 4, 409–23.
61. Gordon C. Bruner II (2003), ‘Combating Scale Proliferation’, Journal of Targeting, Measurement & Analysis for Marketing, 11, 4, 362–72.
62. Roger Tourangeau et al. (1989), ‘Carryover Effects in Attitude Surveys’, Public Opinion Quarterly, 53, 4, 495–524.
Part 12: Statistical Significance
63. Michael Cowles and Caroline Davis (1982), ‘On the Origins of the .05 Level of Statistical Significance’, American Psychologist, 37, 5, 553–8.
64. Alan G. Sawyer and J. Paul Peter (1983), ‘The Significance of Statistical Significance Tests in Marketing Research’, Journal of Marketing Research, 20, 2, 122–33.
65. Robert A. Peterson (1994), ‘A Meta-Analysis of Cronbach’s Coefficient Alpha’, Journal of Consumer Research, 21, 381–91.
Part 13: Multivariate Analysis Techniques
66. Jagdish N. Sheth (1971), ‘The Multivariate Revolution in Marketing Research’, Journal of Marketing, 35, 1, 13–19.
67. David W. Stewart (1981), ‘The Application and Misapplication of Factor Analysis in Marketing Research, Journal of Marketing Research, 18, 1, 51–62.
68. James Rothman (1996), ‘Some Considerations Affecting the Use of Factor Analysis in Market Research’, Journal of the Marketing Research Society, 38, 4, 369–81.
69. Lee G. Cooper (1983), ‘A Review of Multidimensional Scaling in Marketing Research’, Applied Psychological Measurement, 7, 4, 427–50.
70. G. J. Hooley (2001), ‘Multidimensional Scaling of Consumer Perceptions and Preferences’, European Journal of Marketing, 14, 7, 436–48.
71. Girish Punj and David W. Stewart (1983), ‘Cluster Analysis in Marketing Research: Review and Suggestions for Application’, Journal of Marketing Research, 20, 2, 134–48.
72. Joseph O. Rentz, Fred D. Reynolds, and Roy G. Stout (1983), ‘Analyzing Changing Consumption Patterns with Cohort Analysis’, Journal of Marketing Research, 20, 1, 12–20.
Part 14: Statistical Modelling
73. Phillippe Cattin and Dick R. Wittink (1982), ‘Commercial Use of Conjoint Analysis: A Survey’, Journal of Marketing, 46, 3, 44–53.
74. Paul E. Green, Abba B. Krieger, and Yoram (Jerry) Wind (2001), ‘Thirty Years of Conjoint Analysis: Reflections and Prospects’, 2001, Interfaces, 31, 3, S56–S73.
75. Hans Baumgartner and Christian Homburg (1996), ‘Applications of Structural Equation Modelling in Marketing and Consumer Research: A Review’, International Journal of Research in Marketing, 13, 139–61.
76. John Hulland, Yiu Ho Chow, and Shunyin Lam (1996), ‘Use of Causal Models in Marketing Research: A Review’, International Journal of Research in Marketing, 13, 181–97.
77. Lynette Ryals and Hugh Wilson (2005), ‘Experimental Methods in Market Research’, International Journal of Market Research, 47, 4, 347–66.
Volume IV: Developmental challenges in Marketing Research
Part 15: Error and Reliability
78. Johan Arndt (1976), ‘What’s Wrong with Advertising Research’, Journal of Advertising Research, 16, 3, 9–18.
79. Henry Assael and John Keon (1982), ‘Nonsampling vs. Sampling Errors in Survey Research’, Journal of Marketing, 46, 2, 114–23.
80. Arch G. Woodside and Elizabeth J. Wilson (2002), ‘Respondent Inaccuracy’, Journal of Advertising Research, Sept./Oct., 7–18.
81. Paul Bottomley and Agnes Nairn (2004), ‘Blinded by Science: The Managerial Consequences of Inadequately Validated Cluster Analysis Solutions’, International Journal of Market Research, 46, 2, 171–87.
82. Fred Bronner and Ton Kuijlen (2007), ‘The Live or Digital Interviewer: A Comparison Between CASI, CAPI and CATI with Respect to Differences in Response Behaviour’, International Journal of Market Research, 49, 2, 167–90.
Part 16: Ethics
83. Shelby D. Hunt, Lawrence B. Chonko, and James B. Wilcox (1984), ‘Ethical Problems of Marketing Researchers’, Journal of Marketing Research, 21, 3, 309–24.
84. Allan J. Kimmel and N. Craig Smith (2001), ‘Deception in Marketing Research: Ethical, Methodological and Disciplinary Implications’, Psychology and Marketing, 18, 7, 663–89.
Part 17: Cultural Awareness
85. Gaurav Bhalla and Lynn Y. S. Lin (1987), ‘Cross Cultural Marketing Research: A Discussion of Equivalence Issues and Measurement Strategies’, Psychology and Marketing, 4, 4, 275–85.
86. Steven Michael Burgess and Jan-Benedict E. M. Steenkamp (2006), ‘Marketing Renaissance: How Research in Emerging Markets Advances Marketing Science and Practice’, International Journal of Research in Marketing, 23, 337–56.
Part 18: Participation and Engagement
87. Richard J. Fox, Melvin R. Crask, and Jonghoon Kim (1988), ‘Mail Survey Response Rate: A Meta-Analysis of Selected Techniques for Inducing Response’, Public Opinion Quarterly, 52, 4, 467–91.
88. Jacques Billiet and Geert Loosveldt (1988), ‘Improvement of the Quality of Responses to Factual Survey Questions By Interviewer Training’, Public Opinion Quarterly, 52, 2, 190–211.
89. Robert M. Groves, Robert B. Cialdini, and Mick P. Couper (1992), ‘Understanding the Decision to Participate in a Survey’, Public Opinion Quarterly, 56, 4, 475–95.
90. Roger Tourangeau and Tom W. Smith (1996), ‘Asking Sensitive Questions: The Impact of Data Collection Mode, Question Format, and Question Context’, Public Opinion Quarterly, 60, 2, 275–304.
91. Peter Tuckel and Harry O’Neill (2002), ‘The Vanishing Respondent in Telephone Surveys’, Journal of Advertising Research, Sept./Oct., 26–48.
92. Timothy R. Graeff (2003), ‘Exploring Consumers’ Answers to Survey Questions: Are Uninformed Responses Truly Uninformed?’, Psychology and Marketing, 20, 7, 643–67.
93. Leah Melani Christian, Don A. Dillman, and Jolene D. Smyth (2007), ‘Helping Respondents Get it Right the First Time: The Influence of Words, Symbols and Graphics in Web Surveys’, Public Opinion Quarterly, 71, 1, 113–25.
Part 19: Challenges to Established Techniques
94. Seymour Sudman and Edward Blair (1999), ‘Sampling in the 21st Century’, Journal of the Academy of Marketing Science, 27, 2, 269–77.
95. Russell S. Winer (1999), ‘Experimentation in the 21st Century: The Importance of External Validity’, Journal of the Academy of Marketing Science, 27, 3, 349–58.
96. Brian Wansink and Seymour Sudman (2002), ‘Predicting the Future of Consumer Panels’, Journal of Database Marketing, 9, 4, 301–11.
97. Bill Blyth (2007), ‘Mixed Mode: The Only "Fitness" Regime?’, MRS Golden Jubilee Conference, 14, 1–17.
Part 20: The Impact of the Internet
98. Mick P. Couper (2000), ‘Web Surveys: A Review of Issues and Approaches’, Public Opinion Quarterly, 64, 4, 464–94.
99. Gordon Pincott and Alan Branthwaite (2000), ‘Nothing New Under the Sun?’, International Journal of Market Research, 42, 2, 137–55.
100. Scott Fricker et al. (2005), ‘An Experimental Comparison of Web and Telephone Surveys’, Public Opinion Quarterly, 69, 3, 370–92.
Biography
David Birks is a Senior Lecturer in Marketing in the School of Management at the University of Southampton, and Programme Director for the University’s MSc in Marketing Analytics. This degree combines the disciplines of marketing research, database and web metrics, competitor intelligence, and the information systems used to support strategic marketing decision-making.
Prior to Southampton, David lectured at the Universities of Bath and Strathclyde. At Bath he managed the dissertation programmes of their BSc, MSc, and MBA degrees. He also undertook the role of Director of Studies for their PhD programme and their Executive MBAs in Malaysia and China.
David is the co-author (with N. K. Malhotra) of Europe’s leading marketing research textbook: Marketing Research: An Applied Approach, 3rd edn. (Prentice Hall, 2006). Before university lecturing he worked in purchasing, planning, marketing and research. His publications cover the fields of Housing, Statistics, Marketing and Information Systems.
Tim Macer is Managing Director and founder of meaning ltd. He has worked for over 25 years in the field of information technology for marketing and opinion research. Before establishing his company in 1993, he was Director of Customer Services for a research software firm and before that, a software programmer and a data-processing specialist.
Tim has established a reputation internationally as an authoritative, independent analyst and commentator on software for marketing research, and is often called on by industry bodies to provide an independent perspective on the subject. He is a member of the editorial advisory board for the International Journal of Market Research, a full member of the Market Research Society (MRS), serves on the committee of the Association for Survey Computing (ASC) and is presiding judge for the annual ASC/MRS Technology Effectiveness Award.
As a writer, Tim contributes regularly to two industry-respected journals—Research Magazine in the UK and Quirk’s Review in the USA—on software and technology, and has published numerous papers and articles on research technology and software. In 2006, Tim was appointed Visiting Senior Fellow at the University of Southampton, where he is involved in research in the field of marketing analytics.
