Instructor’s Manual
Marketing Research
Applied Insight
Sixth edition
Daniel Nunan
David F. Birks
Naresh K. Malhotra
For further instructor material
please visit:
go.pearson.com/uk/he/resources
ISBN: 978-1-292-30873-9
© Pearson Education Limited 2020
Lecturers adopting the main text are permitted to download and photocopy the manual as
required.
,PEARSON EDUCATION LIMITED
KAO Two KAO
Park
Harlow CM17 9SR
United Kingdom
Tel: +44 (0)1279 623623
Web: www.pearson.com/uk
______________________________________
Original 6th edition entitled Marketing Research: An Applied Orientation published by
Prentice Hall Inc., a Pearson Education company
Copyright Prentice Hall Inc.
Third edition published 2007
Fourth edition published 2012
Fifth edition published 2017
This edition published 2020
© Pearson Education Limited 2020
The rights of Daniel Nunan, David F. Birks and Naresh K. Malhotra to be identified as
authors of this work have been asserted by them in accordance with the Copyright, Designs
and Patents Act 1988.
ISBN 978-1-292-30873-9
All rights reserved. Permission is hereby given for the material in this publication to be
reproduced for OHP transparencies and student handouts, without express permission of the
Publishers, for educational purposes only. In all other cases, no part of this publication may
be reproduced, stored in a retrieval system, or transmitted in any form or by any means,
electronic, mechanical, photocopying, recording, or otherwise without either the prior written
permission of the Publishers or a licence permitting restricted copying in the United Kingdom
issued by the Copyright Licensing Agency Ltd., Barnard’s Inn, 86 Fetter Lane, London
EC4A 1EN. This book may not be lent, resold, hired out or otherwise disposed of by way of
trade in any form of binding or cover other than that in which it is published, without the
prior consent of the Publishers.
All trademarks used herein are the property of their respective owners. The use of any
trademark in this text does not vest in the author or publisher any trademark ownership
rights in such trademarks, nor does the use of such trademarks imply any affiliation with
or endorsement of this book by such owners
Pearson Education is not responsible for the content of third-party internet sites.
2
© Pearson Education Limited 2020
, Contents
Chapters Pages
1. Introduction to marketing research and insight 5
2. Defining the research problem and
developing a research approach 11
3. Research design 17
4. Secondary data collection and analysis 24
5. Internal secondary data and analytics 32
6. Qualitative research: its nature and approaches 39
7. Qualitative research: focus group discussions 50
8. Qualitative research: in-depth interviewing and
projective techniques 59
9. Qualitative research: data analysis 68
10. Survey and quantitative observation techniques 77
11. Causal research design: experimentation 86
12. Measurement and scaling: fundamentals, comparative
and non-comparative scaling 92
13. Questionnaire design 99
14. Sampling: design and procedures 107
15. Sampling: determining sample size 115
16. Survey fieldwork 121
17. Social media research 129
18. Mobile research 134
19. Data integrity 137
20. Frequency distribution, cross-tabulation and
hypothesis testing 145
21. Analysis of variance and covariance 155
3
© Pearson Education Limited 2020
, Chapters Pages
22. Correlation and regression 164
23. Discriminant and logit analysis 176
24. Factor analysis 182
25. Cluster analysis 194
26. Multidimensional scaling and conjoint analysis 200
27. Structural equation modelling and path analysis 207
28. Communicating research findings 215
29. Business-to-business (b2b) marketing research 222
30. Research ethics, privacy and trust 228
4
© Pearson Education Limited 2020
Marketing Research
Applied Insight
Sixth edition
Daniel Nunan
David F. Birks
Naresh K. Malhotra
For further instructor material
please visit:
go.pearson.com/uk/he/resources
ISBN: 978-1-292-30873-9
© Pearson Education Limited 2020
Lecturers adopting the main text are permitted to download and photocopy the manual as
required.
,PEARSON EDUCATION LIMITED
KAO Two KAO
Park
Harlow CM17 9SR
United Kingdom
Tel: +44 (0)1279 623623
Web: www.pearson.com/uk
______________________________________
Original 6th edition entitled Marketing Research: An Applied Orientation published by
Prentice Hall Inc., a Pearson Education company
Copyright Prentice Hall Inc.
Third edition published 2007
Fourth edition published 2012
Fifth edition published 2017
This edition published 2020
© Pearson Education Limited 2020
The rights of Daniel Nunan, David F. Birks and Naresh K. Malhotra to be identified as
authors of this work have been asserted by them in accordance with the Copyright, Designs
and Patents Act 1988.
ISBN 978-1-292-30873-9
All rights reserved. Permission is hereby given for the material in this publication to be
reproduced for OHP transparencies and student handouts, without express permission of the
Publishers, for educational purposes only. In all other cases, no part of this publication may
be reproduced, stored in a retrieval system, or transmitted in any form or by any means,
electronic, mechanical, photocopying, recording, or otherwise without either the prior written
permission of the Publishers or a licence permitting restricted copying in the United Kingdom
issued by the Copyright Licensing Agency Ltd., Barnard’s Inn, 86 Fetter Lane, London
EC4A 1EN. This book may not be lent, resold, hired out or otherwise disposed of by way of
trade in any form of binding or cover other than that in which it is published, without the
prior consent of the Publishers.
All trademarks used herein are the property of their respective owners. The use of any
trademark in this text does not vest in the author or publisher any trademark ownership
rights in such trademarks, nor does the use of such trademarks imply any affiliation with
or endorsement of this book by such owners
Pearson Education is not responsible for the content of third-party internet sites.
2
© Pearson Education Limited 2020
, Contents
Chapters Pages
1. Introduction to marketing research and insight 5
2. Defining the research problem and
developing a research approach 11
3. Research design 17
4. Secondary data collection and analysis 24
5. Internal secondary data and analytics 32
6. Qualitative research: its nature and approaches 39
7. Qualitative research: focus group discussions 50
8. Qualitative research: in-depth interviewing and
projective techniques 59
9. Qualitative research: data analysis 68
10. Survey and quantitative observation techniques 77
11. Causal research design: experimentation 86
12. Measurement and scaling: fundamentals, comparative
and non-comparative scaling 92
13. Questionnaire design 99
14. Sampling: design and procedures 107
15. Sampling: determining sample size 115
16. Survey fieldwork 121
17. Social media research 129
18. Mobile research 134
19. Data integrity 137
20. Frequency distribution, cross-tabulation and
hypothesis testing 145
21. Analysis of variance and covariance 155
3
© Pearson Education Limited 2020
, Chapters Pages
22. Correlation and regression 164
23. Discriminant and logit analysis 176
24. Factor analysis 182
25. Cluster analysis 194
26. Multidimensional scaling and conjoint analysis 200
27. Structural equation modelling and path analysis 207
28. Communicating research findings 215
29. Business-to-business (b2b) marketing research 222
30. Research ethics, privacy and trust 228
4
© Pearson Education Limited 2020
