Basic Marketing Research: Customer Insights and Managerial Action

Tom J. Brown is Head, School of Marketing and International Business, and Noble Foundation Chair in Marketing Strategy in the Spears School of Business at Oklahoma State University. He received his Ph.D. from the University of Wisconsin-Madison. Dr. Brown teaches marketing research and has supervised hundreds of student research projects for industry clients ranging from not-for-profit service organizations to Fortune 500 companies. Dr. Brown is a past recipient of the Sheth Foundation Best Paper Award in the Journal of the Academy of Marketing Science. In addition, he received a Richard D. Irwin Foundation Doctoral Dissertation Fellowship while at the University of Wisconsin, the Kenneth D. and Leitner Greiner Teaching Award, and the Regents Distinguished Research Award, both at Oklahoma State University. Dr. Brown was also recognized as an International Research Fellow at the University of Oxford for his work on corporate reputation. Dr. Brown's articles have appeared in the Journal of Marketing Research, Journal of Marketing, Journal of Consumer Research, Journal of Applied Psychology, Journal of Service Research, Journal of the Academy of Marketing Science, Journal of Retailing and Journal of Business Ethics, among others. He serves on the editorial review board for the Journal of the Academy of Marketing Science and is an associate editor with the Journal of Service Research. His current research interests focus on organizational frontline research (e.g., customer orientation and influences on frontline employees). He is co-founder of the Corporate Associations/Identity Research Group and the Organizational Frontlines Research Symposia series. He is active in the American Marketing Association, having co-chaired multiple international conferences and the AMA/Sheth Doctoral Consortium, and served as president of the AMA Academic Council.

In Brown/Suter/Churchill's BASIC MARKETING RESEARCH, 10th Edition, you will learn how to convert marketplace data into actionable marketing information using the two dominant approaches, behavioral data that exists and customer insights gathered for a specific purpose, and how interactions in the research process give managers and researchers confidence in the result. BASIC MARKETING RESEARCH's easy-to-read writing style helps you see the research process from the perspectives of researchers who gather information and marketing managers who use it and helps you apply your market research skills in experiential learning activities.