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 BURNS
VEECK
BUSH
EIGHTH EDITION

MARKETING

MARKETING RESEARCH
RESEARCH

ISBN-13: 978-0-13-416740-4 EIGHTH

ISBN-10: 0-13-416740-6
90000 EDITION

www.pearsonhighered.com 9 780134 167404

ALVIN C. BURNS ANN VEECK RONALD F. BUSH

 Only we know how much our spouses, Jeanne, Greg, and
Libbo, have sacrificed during the times we have devoted
to this book. We are fortunate in that, for all of us,
our spouses are our best friends and smiling supporters.

Al Burns,
Louisiana State University
Ann Veeck,
Western Michigan University
Ron Bush,
University of West Florida

A01_BURN7404_08_SE_FM.indd v 07/03/16 6:46 pm

 Brief Contents

Preface xxi

Chapter 1 Introduction to Marketing Research 2

Chapter 2 The Marketing Research Industry 18
Chapter 3 The Marketing Research Process and Defining the Problem
and Research Objectives 36
Chapter 4 Research Design 60
Chapter 5 Secondary Data and Packaged Information 84
Chapter 6 Qualitative Research Techniques 112
Chapter 7 Evaluating Survey Data Collection Methods 140
Chapter 8 Understanding Measurement, Developing Questions,
and Designing the Questionnaire 174
Chapter 9 Selecting the Sample 206
Chapter 10 Determining the Size of a Sample 232
Chapter 11 Dealing with Fieldwork and Data Quality Issues 258
Chapter 12 Using Descriptive Analysis, Performing Population Estimates,
and Testing Hypotheses 284
Chapter 13 Implementing Basic Differences Tests 320
Chapter 14 Making Use of Associations Tests 346
Chapter 15 Understanding Regression Analysis Basics 376
Chapter 16 The Research Report 402

Endnotes 431
Name Index 447
Subject Index 451

vi

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 Contents

Preface xxi

Chapter 1 Introduction to Marketing Research 2

1-1 Marketing Research Is Part of Marketing 4
The Philosophy of the Marketing Concept Guides
Managers’ Decisions 6
The “Right” Marketing Strategy 6
1-2 What Is Marketing Research? 7
Is It Marketing Research or Market Research? 7
The Function of Marketing Research 7
1-3 What Are the Uses of Marketing Research? 8
Identifying Market Opportunities and Problems 8
Generating, Refining, and Evaluating Potential Marketing Actions 8
Selecting Target Markets 9
Product Research 9
Pricing Research 9
Promotion Research 9
Distribution Research 9
Monitoring Marketing Performance 10
Improving Marketing as a Process 10
Marketing Research Is Sometimes Wrong 11
1-4 The Marketing Information System 11
Components of an MIS 12
Internal Reports System 12
Marketing Intelligence System 12
Marketing Decision Support System (DSS) 12
Marketing Research System 13
Summary 14 • Key Terms 15 • Review Questions/
Applications 15
Case 1.1 Anderson Construction 16
Case 1.2 Integrated Case: Auto Concepts 16

Chapter 2 The Marketing Research Industry 18

2-1 Evolution of an Industry 20
Earliest Known Studies 20
Why Did the Industry Grow? 20
The 20th Century Led to a “Mature Industry” 21
2-2 Who Conducts Marketing Research? 21
Client-Side Marketing Research 21
Supply-Side Marketing Research 23
2-3 The Industry Structure 23
Firm Size by Revenue 23
Types of Firms and Their Specialties 24
Industry Performance 24

vii

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 viii CONTENTS

2-4 Challenges to the Marketing Research Industry 26

New and Evolving Sources of Data and Methods 26
Effective Communication of Results 28
Need for Talented and Skilled Employees 28
2-5 Industry Initiatives 28
Industry Performance Initiatives 28
Best Practices 28
Maintaining Public Credibility of Research 28
Monitoring Industry Trends 29
Improving Ethical Conduct 29
Certification of Qualified Research Professionals 30
Continuing Education 31
2-6 A Career in Marketing Research 32
Where You’ve Been and Where You’re Headed! 33
Summary 33 • Key Terms 33 • Review Questions/
Applications 34
Case 2.1 Heritage Research Associates 34

Chapter 3 The Marketing Research Process and Defining

the Problem and Research Objectives 36
3-1 The Marketing Research Process 37
The 11-Step Process 37
Caveats to a Step-by-Step Process 38
Why 11 Steps? 38
Not All Studies Use All 11 Steps 39
Steps Are Not Always Followed in Order 39
Introducing “Where We Are” 39
Step 1: Establish the Need for Marketing Research 39
The Information Is Already Available 40
The Timing Is Wrong to Conduct Marketing Research 40
Costs Outweigh the Value of Marketing Research 41
Step 2: Define the Problem 41
Step 3: Establish Research Objectives 41
Step 4: Determine Research Design 42
Step 5: Identify Information Types and Sources 42
Step 6: Determine Methods of Accessing Data 42
Step 7: Design Data Collection Forms 42
Step 8: Determine the Sample Plan and Size 43
Step 9: Collect Data 43
Step 10: Analyze Data 43
Step 11: Prepare and Present the Final Research Report 44
3-2 Defining the Problem 44
1. Recognize the Problem 45
Failure to Meet an Objective 45
Identification of an Opportunity 45
2. Understand the Background of the Problem 46
Conduct a Situation Analysis 46
Clarify the Symptoms 47
Determine the Probable Causes of the Symptom 47
Determine Alternative Decisions 48

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 CONTENTS ix

3. Determine What Decisions Need to Be Made 48

Specify Decision Alternatives 48
Weigh the Alternatives 48
4. Identify What Additional Information Is Needed 49
Inventory the Current Information State 49
Identify the Information Gaps 49
5. Formulate the Problem Statement 50
3-3 Research Objectives 50
Using Hypotheses 51
Defining Constructs 51
What Is the Unit of Measurement? 52
What Is the Proper Frame of Reference? 53
3-4 Action Standards 53
Impediments to Problem Definition 54
3-5 The Marketing Research Proposal 55
Elements of the Proposal 55
Ethical Issues and the Research Proposal 56
Summary 56 • Key Terms 57 • Review Questions/
Applications 57
Case 3.1 Golf Technologies, Inc. 58
Case 3.2 Integrated Case: Auto Concepts 59

Chapter 4 Research Design 60

4-1 Research Design 62
Why Is Knowledge of Research Design Important? 62
4-2 Three Types of Research Designs 63
Research Design: A Caution 64
4-3 Exploratory Research 64
Uses of Exploratory Research 65
Gain Background Information 65
Define Terms 65
Clarify Problems and Hypotheses 65
Establish Research Priorities 66
Methods of Conducting Exploratory Research 66
Secondary Data Analysis 66
Experience Surveys 66
Case Analysis 66
Focus Groups 68
4-4 Descriptive Research 68
Classification of Descriptive Research Studies 69
4-5 Causal Research 72
Experiments 72
Experimental Design 73
Before-After with Control Group 74
How Valid Are Experiments? 75
Types of Experiments 76
4-6 Test Marketing 77
Types of Test Markets 77
Standard Test Market 77
Controlled Test Markets 77

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 x CONTENTS

Electronic Test Markets 78

Simulated Test Markets 79
Selecting Test-Market Cities 79
Pros and Cons of Test Marketing 79
Summary 80 • Key Terms 81 • Review Questions/
Applications 81
Case 4.1 Memos from a Researcher 82

Chapter 5 Secondary Data and Packaged Information 84

5-1 Big Data 86
5-2 Primary Versus Secondary Data 86
Uses of Secondary Data 88
5-3 Classification of Secondary Data 89
Internal Secondary Data 89
External Secondary Data 90
Published Sources 92
Official Statistics 93
Data Aggregators 94
5-4 Advantages and Disadvantages of Secondary Data 94
Advantages of Secondary Data 94
Disadvantages of Secondary Data 94
Incompatible Reporting Units 94
Mismatched Measurement Units 94
Unusable Class Definitions 95
Outdated Data 95
5-5 Evaluating Secondary Data 95
What Was the Purpose of the Study? 95
Who Collected the Information? 96
What Information Was Collected? 96
How Was the Information Obtained? 96
How Consistent Is the Information with Other Information? 98
5-6 The American Community Survey 98
5-7 What Is Packaged Information? 99
Syndicated Data 99
Packaged Services 101
5-8 Advantages and Disadvantages of Packaged
Information 102
Syndicated Data 102
Packaged Services 102
5-9 Applications of Packaged Information 102
Measuring Consumer Attitudes and Opinions 103
Market Segmentation 103
Monitoring Media Usage and Promotion Effectiveness 103
Market Tracking Studies 104
5-10 Social Media Data 104
Types of Information 104
Reviews 105
Tips 105
New Uses 105
Competitor News 105
Advantages and Disadvantages of Social Media Data 105
Tools to Monitor Social Media 106

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 CONTENTS xi

5-11 Internet of Things 106

Summary 108 • Key Terms 109 • Review Questions/
Applications 109
Case 5.1 The Men’s Market for Athleisure 110

Chapter 6 Qualitative Research Techniques 112

6-1 Quantitative, Qualitative, and Mixed Methods
Research 113
6-2 Observation Techniques 116
Types of Observation 116
Direct Versus Indirect 116
Covert Versus Overt 117
Structured Versus Unstructured 117
In Situ Versus Invented 117
Appropriate Conditions for the Use of Observation 117
Advantages of Observational Data 118
Limitations of Observational Data 118
6-3 Focus Groups 119
How Focus Groups Work 120
Online Focus Groups 121
Advantages of Focus Groups 121
Disadvantages of Focus Groups 122
When Should Focus Groups Be Used? 122
When Should Focus Groups Not Be Used? 122
Some Objectives of Focus Groups 122
Operational Aspects of Traditional Focus Groups 123
How Many People Should Be in a Focus Group? 123
Who Should Be in the Focus Group? 123
How Many Focus Groups Should Be Conducted? 124
How Should Focus Group Participants Be Recruited
and Selected? 124
Where Should a Focus Group Meet? 124
When Should the Moderator Become Involved in the
Research Project? 125
How Are Focus Group Results Reported and Used? 125
What Other Benefits Do Focus Groups Offer? 125
6-4 Ethnographic Research 126
Mobile Ethnography 126
Netnography 127
6-5 Marketing Research Online Communities 128
6-6 Other Qualitative Research Techniques 129
In-Depth Interviews 129
Protocol Analysis 130
Projective Techniques 131
Word-Association Test 131
Sentence-Completion Test 131
Picture Test 132
Cartoon or Balloon Test 132
Role-Playing Activity 132
Neuromarketing 133
Neuroimaging 133

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 xii CONTENTS

Eye Tracking 134

Facial Coding 134
The Controversy 134
Still More Qualitative Techniques 134
Summary 136 • Key Terms 137 • Review Questions/
Applications 137
Case 6.1 The College Experience 138
Case 6.2 Integrated Case: Auto Concepts 139

Chapter 7 Evaluating Survey Data Collection Methods 140

7-1 Advantages of Surveys 142
7-2 Modes of Data Collection 144
Data Collection and Impact of Technology 144
Person-Administered Surveys 145
Advantages of Person-Administered Surveys 145
Disadvantages of Person-Administered Surveys 146
Computer-Assisted Surveys 147
Advantages of Computer-Assisted Surveys 147
Disadvantages of Computer-Assisted Surveys 147
Self-Administered Surveys 148
Advantages of Self-Administered Surveys 148
Disadvantages of Self-Administered Surveys 148
Computer-Administered Surveys 149
Advantages of Computer-Administered Surveys 149
Disadvantage of Computer-Administered Surveys 150
Mixed-Mode Surveys 150
Advantage of Mixed-Mode Surveys 150
Disadvantages of Mixed-Mode Surveys 150
7-3 Descriptions of Data Collection Methods 151
Person-Administered/Computer-Assisted Interviews 152
In-Home Surveys 152
Mall-Intercept Surveys 153
In-Office Surveys 154
Telephone Surveys 154
Computer-Administered Interviews 158
Fully Automated Survey 158
Online Surveys 159
Self-Administered Surveys 161
Group Self-Administered Survey 161
Drop-Off Survey 161
Mail Survey 162
7-4 Working with a Panel Company 163
Advantages of Using a Panel Company 164
Disadvantages of Using a Panel Company 164
Top Panel Companies 165
7-5 Choice of the Survey Method 166
How Fast Is the Data Collection? 167
How Much Does the Data Collection Cost? 167
How Good Is the Data Quality? 167
Other Considerations 168

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 CONTENTS xiii

Summary 169 • Key Terms 170 • Review Questions/

Applications 170
Case 7.1 Machu Picchu National Park Survey 171
Case 7.2 Advantage Research, Inc. 172

Chapter 8 Understanding Measurement, Developing Questions,

and Designing the Questionnaire 174
8-1 Basic Measurement Concepts 175
8-2 Types of Measures 176
Nominal Measures 176
Ordinal Measures 177
Scale Measures 177
8-3 Interval Scales Commonly Used in Marketing Research 179
The Likert Scale 179
The Semantic Differential Scale 180
The Stapel Scale 182
Two Issues with Interval Scales Used in Marketing Research 183
The Scale Should Fit the Construct 184
8-4 Reliability and Validity of Measurements 185
8-5 Designing a Questionnaire 186
The Questionnaire Design Process 186
8-6 Developing Questions 187
Four Dos of Question Wording 188
The Question Should Be Focused on a Single Issue or Topic 188
The Question Should Be Brief 188
The Question Should Be Grammatically Simple 188
The Question Should Be Crystal Clear 189
Four Do Not’s of Question Wording 189
Do Not “Lead” the Respondent to a Particular Answer 189
Do Not Use “Loaded” Wording or Phrasing 190
Do Not Use a “Double-Barreled” Question 190
Do Not Use Words That Overstate the Case 190
8-7 Questionnaire Organization 192
The Introduction 193
Who is Doing the Survey? 193
What is the Survey About? 193
How did You Pick Me? 193
Motivate Me to Participate 193
Am I Qualified to Take Part? 194
Question Flow 194
8-8 Computer-Assisted Questionnaire Design 197
Question Creation 197
Skip and Display Logic 198
Data Collection and Creation of Data Files 198
Ready-Made Respondents 198
Data Analysis, Graphs, and Downloading Data 198
8-9 Finalize the Questionnaire 199
Coding the Questionnaire 199
Pretesting the Questionnaire 200
Summary 202 • Key Terms 202 • Review Questions/
Applications 203

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 xiv CONTENTS

Case 8.1 Extreme Exposure Rock Climbing Center Faces

The Krag 204
Case 8.2 Integrated Case: Auto Concepts 205

Chapter 9 Selecting the Sample 206

9-1 Basic Concepts in Samples and Sampling 208
Population 208
Census 208
Sample and Sample Unit 209
Sample Frame and Sample Frame Error 209
Sampling Error 210
9-2 Reasons for Taking a Sample 210
9-3 Probability Versus Nonprobability Sampling Methods 211
9-4 Probability Sampling Methods 212
Simple Random Sampling 212
Systematic Sampling 215
Cluster Sampling 218
Stratified Sampling 220
9-5 Nonprobability Sampling Methods 223
Convenience Samples 223
Purposive Samples 225
Chain Referral Samples 226
Quota Samples 226
9-6 Online Sampling Techniques 226
Online Panel Samples 227
River Samples 227
Email List Samples 227
9-7 Developing a Sample Plan 227
Summary 228 • Key Terms 228 • Review Questions/
Applications 229
Case 9.1 Peaceful Valley Subdivision: Trouble in Suburbia 230
Case 9.2 Jet’s Pets 231

Chapter 10 Determining the Size of a Sample 232

10-1 Sample Size Axioms 235
10-2 The Confidence Interval Method of Determining
Sample Size 235
Sample Size and Accuracy 236
p and q: The Concept of Variability 237
The Concept of a Confidence Interval 239
How Population Size (N) Affects Sample Size 241
10-3 The Sample Size Formula 241
Determining Sample Size via the Confidence Interval Formula 241
Variability: p × q 242
Acceptable Margin of Sample Error: e 242
Level of Confidence: z 242
10-4 Practical Considerations in Sample Size
Determination 244
How to Estimate Variability in the Population 245
How to Determine the Amount of Acceptable Sample Error 245

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 CONTENTS xv

How to Decide on the Level of Confidence 245

How to Balance Sample Size with the Cost of Data Collection 246
10-5 Other Methods of Sample Size Determination 246
Arbitrary “Percent Rule of Thumb” Sample Size 247
Conventional Sample Size Specification 248
Statistical Analysis Requirements Sample Size Specification 248
Cost Basis of Sample Size Specification 249
10-6 Three Special Sample Size Determination Situations 250
Sampling from Small Populations 250
Sample Size Using Nonprobability Sampling 251
Sampling from Panels 253
Summary 253 • Key Terms 254 • Review Questions/
Applications 254
Case 10.1 Target: Deciding on the Number of Telephone
Numbers 256
Case 10.2 Scope Mouthwash 257

Chapter 11 Dealing with Fieldwork and Data Quality Issues 258

11-1 Data Collection and Nonsampling Error 259
11-2 Possible Errors in Field Data Collection 260
Intentional Fieldworker Errors 260
Unintentional Fieldworker Errors 261
Intentional Respondent Errors 263
Unintentional Respondent Errors 263
11-3 Field Data Collection Quality Controls 266
Control of Intentional Fieldworker Error 266
Control of Unintentional Fieldworker Error 267
Control of Intentional Respondent Error 268
Control of Unintentional Respondent Error 269
Final Comment on the Control of Data Collection Errors 269
11-4 Nonresponse Error 270
Refusals to Participate in the Survey 271
Break-offs During the Interview 271
Refusals to Answer Specific Questions (Item Omission) 271
What Is a Completed Interview? 271
Measuring Response Rate in Surveys 272
11-5 How Panel Companies Control Error 274
11-6 Dataset, Coding Data, and the Data Code Book 275
11-7 Data Quality Issues 276
What to Look for in Raw Data Inspection 277
Incomplete Response 277
Nonresponses to Specific Questions (Item Omissions) 277
Yea- or Nay-Saying Patterns 277
Middle-of-the-Road Patterns 278
Other Data Quality Problems 278
How to Handle Data Quality Issues 278
Summary 280 • Key Terms 280 • Review Questions/
Applications 280
Case 11.1 Skunk Juice 281
Case 11.2 Sony Televisions Ultra HD TV Survey 282

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 xvi CONTENTS

Chapter 12 Using Descriptive Analysis, Performing Population

Estimates, and Testing Hypotheses 284
12-1 Types of Statistical Analyses Used in Marketing
Research 287
Descriptive Analysis 287
Inference Analysis 288
Difference Analysis 288
Association Analysis 288
Relationships Analysis 288
12-2 Understanding Descriptive Analysis 289
Measures of Central Tendency: Summarizing the “Typical”
Respondent 289
Mode 289
Median 289
Mean 290
Measures of Variability: Relating the Diversity of Respondents 290
Frequency and Percentage Distribution 290
Range 291
Standard Deviation 291
12-3 When to Use a Particular Descriptive Measure 292
12-4 The Auto Concepts Survey: Obtaining Descriptive
Statistics with SPSS 293
Integrated Case 293
Use SPSS to Open Up and Use the Auto Concepts Dataset 294
Obtaining a Frequency Distribution and the Mode with SPSS 295
Finding the Median with SPSS 296
Finding the Mean, Range, and Standard Deviation with SPSS 297
12-5 Reporting Descriptive Statistics to Clients 299
Reporting Scale Data (Ratio and Interval Scales) 299
Reporting Nominal or Categorical Data 300
12-6 Statistical Inference: Sample Statistics and Population
Parameters 301
12-7 Parameter Estimation: Estimating the Population
Percent or Mean 302
Sample Statistic 303
Standard Error 303
Confidence Intervals 305
How to Interpret an Estimated Population Mean
or Percentage Range 306
12-8 The Auto Concepts Survey: How to Obtain and Use a
Confidence Interval for a Mean with SPSS 307
12-9 Reporting Confidence Intervals to Clients 308
12-10 Hypothesis Tests 310
Test of the Hypothesized Population Parameter Value 310
Auto Concepts: How to Use SPSS to Test a Hypothesis for a Mean 312
12-11 Reporting Hypothesis Tests to Clients 314
Summary 315 • Key Terms 315 • Review Questions/
Applications 315
Case 12.1 L’Experience Félicité Restaurant Survey Descriptive
and Inference Analysis 316
Case 12.2 Integrated Case: Auto Concepts Descriptive
and Inference Analysis 318

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 CONTENTS xvii

Chapter 13 Implementing Basic Differences Tests 320

13-1 Why Differences Are Important 321
13-2 Small Sample Sizes: The Use of a t Test or a z Test
and How SPSS Eliminates the Worry 324
13-3 Testing for Significant Differences Between
Two Groups 325
Differences Between Percentages with Two Groups
(Independent Samples) 325
How to Use SPSS for Differences Between Percentages of
Two Groups 328
Differences Between Means with Two Groups (Independent
Samples) 328
Integrated Case: The Auto Concepts Survey: How to Perform an
Independent Sample 330
13-4 Testing for Significant Differences in Means Among More
Than Two Groups: Analysis of Variance 334
Basics of Analysis of Variance 334
Post Hoc Tests: Detect Statistically Significant Differences Among
Group Means 336
Integrated Case: Auto Concepts: How to Run Analysis
of Variance on SPSS 336
Interpreting ANOVA (Analysis of Variance) 339
13-5 Reporting Group Differences Tests to Clients 339
13-6 Differences Between Two Means Within the Same Sample
(Paired Sample) 339
Integrated Case: The Auto Concepts Survey: How to Perform a
Paired Samples t test 341
13-7 Null Hypotheses for Differences Tests Summary 342
Summary 343 • Key Terms 343 • Review Questions/
Applications 343
Case 13.1 L’Experience Félicité Restaurant Survey Differences
Analysis 345
Case 13.2 Integrated Case: The Auto Concepts Survey Differences
Analysis 345

Chapter 14 Making Use of Associations Tests 346

14-1 Types of Relationships Between Two Variables 348
Linear and Curvilinear Relationships 348
Monotonic Relationships 349
Nonmonotonic Relationships 350
14-2 Characterizing Relationships Between Variables 350
Presence 350
Direction (or Pattern) 350
Strength of Association 351
14-3 Correlation Coefficients and Covariation 352
Rules of Thumb for Correlation Strength 352
The Correlation Sign: The Direction of the Relationship 353
Graphing Covariation Using Scatter Diagrams 353
14-4 The Pearson Product Moment Correlation Coefficient 354
Integrated Case: Auto Concepts: How to Obtain Pearson
Product Moment Correlation(s) with SPSS 357
14-5 Reporting Correlation Findings to Clients 359

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 xviii CONTENTS

14-6 Cross-Tabulations 359

Cross-Tabulation Analysis 360
Types of Frequencies and Percentages in a Cross-Tabulation Table 360
14-7 Chi-Square Analysis 363
Observed and Expected Frequencies 363
The Computed x2 Value 364
The Chi-Square Distribution 364
How to Interpret a Chi-Square Result 366
Integrated Case: Auto Concepts: Analyzing Cross-Tabulations
for Significant Associations by Performing Chi-Square Analysis
with SPSS 368
14-8 Reporting Cross-Tabulation Findings to Clients 370
14-9 Special Considerations in Association Procedures 370
Summary 372 • Key Terms 372 • Review Questions/
Applications 373
Case 14.1 L’Experience Félicité Restaurant Survey
Associative Analysis 374
Case 14.2 Integrated Case: The Auto Concepts Survey Associative
Analysis 375

Chapter 15 Understanding Regression Analysis Basics 376

15-1 Bivariate Linear Regression Analysis 377
Basic Concepts in Regression Analysis 378
Independent and Dependent Variables 378
Computing the Slope and the Intercept 378
How to Improve a Regression Analysis Finding 378
15-2 Multiple Regression Analysis 380
An Underlying Conceptual Model 380
Multiple Regression Analysis Described 382
Basic Assumptions in Multiple Regression 382
Integrated Case: Auto Concepts: How to Run and Interpret
Multiple Regression Analysis on SPSS 385
“Trimming” the Regression for Significant Findings 386
Special Uses of Multiple Regression Analysis 387
Using a “Dummy” Independent Variable 387
Using Standardized Betas to Compare the Importance
of Independent Variables 388
Using Multiple Regression as a Screening Device 388
Interpreting the Findings of Multiple Regression Analysis 389
15-3 Stepwise Multiple Regression 392
How to Do Stepwise Multiple Regression with SPSS 392
Step-by-Step Summary of How to Perform Multiple Regression
Analysis 392
15-4 Warnings Regarding Multiple Regression Analysis 393
15-5 Reporting Regression Findings to Clients 395
Summary 398 • Key Terms 398 • Review Questions/
Applications 398
Case 15.1 L’Experience Félicité Restaurant Survey
Regression Analysis 400
Case 15.2 Integrated Case: Auto Concepts Segmentation
Analysis 400

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 CONTENTS xix

Chapter 16 The Research Report 402

16-1 The Importance of the Marketing Research Report 405
Improving the Efficiency of Report Writing 405
16-2 Know Your Audience 405
16-3 Avoid Plagiarism! 406
16-4 Elements of the Report 407
Front Matter 407
Title Page 408
Letter of Authorization 408
Letter/Memo of Transmittal 409
Table of Contents 410
List of Illustrations 411
Abstract/Executive Summary 411
Body 412
Introduction 412
Research Objectives 412
Method 412
Method or Methodology? 412
Results 413
Limitations 413
Conclusions and Recommendations 413
End Matter 414
16-5 Guidelines and Principles for the Written Report 414
Headings and Subheadings 414
Visuals 414
Style 415
16-6 Using Visuals: Tables and Figures 416
Tables 416
Pie Charts 416
Bar Charts 419
Line Graphs 419
Flow Diagrams 421
16-7 Producing an Appropriate Visual 421
16-8 Presenting Your Research Orally 422
16-9 Alternative Ways to Present Findings 422
Videos 424
Infographics 425
16-10 Disseminating Results Throughout an Organization 425
Dashboards 425
Summary 426 • Key Terms 427 • Review Questions/
Applications 427
Case 16.1 Integrated Case: Auto Concepts: Report Writing 428
Case 16.2 Integrated Case: Auto Concepts: Making a PowerPoint
Presentation 429

Endnotes 431
Name Index 447
Subject Index 451

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 Preface to Marketing Research,
Eighth Edition

What’s New and What’s Tried and True

in the Eighth Edition?
■ New! Ann Veeck, Co-author. The eighth edition of Marketing Research heralds a sig-
nificant change in authors. For the past seven editions, this textbook has been authored
by Al Burns and Ron Bush. Ron shifted into retirement soon after the seventh edition
was published, and Ann Veeck came aboard. Ann has impeccable credentials, includ-
ing a Master of Marketing Research degree from the Terry College of Business at the
University of Georgia. Ann has taught marketing research and used Burns and Bush
textbook editions for a number of years. Ann’s contributions appear throughout the
eighth edition and especially in coverage of the marketing research industry, the market-
ing research process and problem definition, research design, secondary and packaged
information, and qualitative research techniques. Ann is also on top of digital market-
ing research and big data analytics. Those adopters who have used previous editions
of Marketing Research will nevertheless recognize coverage and contributions by Ron
Bush and, while Ron is not an active writer of the eighth edition, we have retained his
name as co-author for this reason. So the eighth edition of Marketing Research marks
the transition of Burns and Bush to Burns, Veeck, and Bush, with the expectation that
the ninth edition will be Burns and Veeck.
Benefit: As a longtime user of Marketing Research and an accomplished teacher of
countless marketing research students, Ann’s contributions continue the tradition of
intuitive and immediately understandable coverage of this subject matter.
■ New! Big Changes in the Industry, Subtle Shifts in the Textbook. Those of us in the
marketing research business cannot help but notice the huge changes taking place. Big
data and marketing analytics have arrived; social media marketing research practices
are on the scene; qualitative research has become much more common; technological
innovations happen daily; panels have become the way of surveys; data visualization,
infographics, and dashboards are the preferred presentation vehicles. As seasoned
marketing educators and perceptive textbook authors, we are well aware that instruc-
tors intensely dislike dramatic changes in new editions of textbooks they have used for
some time. So, we have addressed the big changes in marketing research not with a
major rewriting of the tried-and-true coverage in prior editions but with a more evolu-
tionary approach by adding new sections, composing Marketing Research Insights as
illustrations, and recasting some chapter sections to be consistent with current practice.
We advise the adopters of the eighth edition to do as we do. When teaching marketing
research to our own students, we use the textbook coverage as a springboard to current
practices and examples that we glean by keeping up with Quirk’s Marketing Research
Review, GreenBook, and other marketing research industry news sources.
Benefit: Adopters of the eighth edition will notice the modernization of coverage,
but they will not be shocked or inconvenienced by huge changes in organization,
topic coverage, and flow of material in the textbook.
■ New! Digital Marketing Research. We firmly believe that new technologies, princi-
pally computer-based innovations, are profoundly changing the practice of marketing
research, and while we termed it social media marketing research and mobile marketing
research in our previous edition, those terms do not completely capture what is happen-
ing. So, we have opted to use digital marketing research as our catchphrase, which we
xxi

A01_BURN7404_08_SE_FM.indd xxi 07/03/16 6:46 pm

 xxii PREFACE

believe subsumes social media marketing and mobile marketing research, all techno-
logical shifts such as the huge popularity of online panels, the growth of Internet-based
qualitative techniques, infographics, and so on. Thus, many of these are highlighted by
Digital Marketing Research Applications in Marketing Research Insights throughout the
book. Under the umbrella of digital media, many references will pertain exclusively to
the subcategory of social media data (as in the section in Chapter 5 on social media as a
form of secondary research) and will be labeled as such.
Benefit: Students have the latest information on industry practices regarding technol-
ogy’s impacts on marketing research. Students will be able to appreciate how rapidly
changing and evolutionary is the contemporary practice of marketing research.
■ New! Big Data. In the era of “big data,” students need to be aware of traditional sources
of data as well as exciting new sources. Chapter 5, Secondary Data and Packaged In-
formation, now begins with an introductory section on big data that defines the phrase
and explains why the multiplying types and volume of data are met with both anticipa-
tion and apprehension by marketing research professionals. One of these increasingly
important sources of data is the user-generated data (UGD) that can be mined from social
media websites; an extensive section on the use, as well as the strengths and weaknesses,
of social media data has been added to Chapter 5. Another form of secondary digital data
that is becoming increasingly useful is the Internet of Things (IoT), and a section on the
future potential of these sources of “passive data” now concludes Chapter 5.
Benefit: Students will have a better understanding of the current and potential use
of emerging sources of data and how they can develop skills to be well equipped for
careers in the marketing research industry.
■ New! Updated Marketing Research Practical and Global Insights. Marketing
Research Insights—short illustrations and descriptions of marketing research practices—
have been an integral part of Marketing Research from the first edition. In addition to
the new Digital Marketing Research Insight element, we have retained those that have
evolved over previous editions. Namely, Practical Marketing Research Insights and
Global Marketing Research Insights appear in every chapter with fresh examples. These
inserts help to illustrate concepts we discuss in the text or to introduce students to some
unique application being used in practice. All of these are new and reflect current issues
and practices in the industry.
Benefit: Students are introduced to real-world applications in the marketing research
industry. By focusing on four categories, students see how current issues that are
important to the industry are being addressed by today’s practitioners.
■ New! Marketing Research Company Vignettes. In past editions of Marketing Re-
search, we leveraged the relationships we have developed in the industry by inviting
key players to contribute a thumbnail company description or comment on a particular
marketing research topic at the beginning of each chapter. With the eighth edition,
all company vignettes are fresh. However, we opted, for the most part, to invite only
the most innovative marketing research companies to contribute. Thus, we issued an
invitation to companies identified in the Top 50 Most Innovative Supplier Companies in
Marketing Research in the 2015 GreenBook Research Industry Trends Report. Several
responded with thumbnail descriptions, photos of the CEO or other company principal,
and company logo. With each one, curious students are encouraged to visit the com-
pany’s website. Because most of these companies are innovative and cutting edge, they
do not fit the “mold” of chapter coverage as did companies in past editions. Instead,
instructors should treat these company vignettes as interesting success stories about
contemporary marketing research practices.
Benefit: Students get more than an academic perspective of marketing research.
They benefit from reading about (and seeing, if they visit the websites) innovative
marketing research practitioners solving real problems.

A01_BURN7404_08_SE_FM.indd xxii 07/03/16 6:46 pm

Random documents with unrelated
content Scribd suggests to you:
with a storm of some violence, and that before many
minutes are past. Can I reach the village or Hall, think you,
before it breaks?"

"I fear not," replied Jack. "Your best way will be to come at
once to my uncle's cottage, which is close at hand, and
where, I am sure, you will be heartily welcome, if you can
put up with so plain a place."

"I thank you, and will accept your offer," said the stranger,
"if I shall not put your uncle's household to inconvenience."

"I am sure he will be glad to see you," said Jack. "But make
haste, for the storm will quickly be upon us."

In effect, the traveller had hardly entered the door of

Thomas Sprat's cottage, before the rain fell in torrents. Old
Thomas was in the house, and made his guest courteously
welcome.

"You were best bring your merchandise into the house, sir,"
said he. "We have no locks upon our stable door."

"Have you, then, dishonest neighbors?" asked the

merchant.

"As to that, the place is much like other places," replied

Thomas Sprat. "We have both good and bad neighbors, but
the waste yonder harbors a sort of vagrants and masterless
men, of whom our good knight has not been able altogether
to rid us. I would ill like to have my guest robbed under my
roof."

"And I would ill like to be robbed," said the merchant;

"therefore, though the contents of my packs are not such as
to tempt common thieves, I will, with the help of my young
friend here, bestow them in the house. It will not be the
first service he has rendered me, short as our acquaintance
has been. He has restored to me a precious treasure, which
my carelessness suffered to fall by the wayside; and not
only so, but he has shown an acquaintance with its value
which has much surprised me."

The shepherd looked surprised in his turn, but he said

nothing till the packages of the traveller were safely placed
in a corner, and the table spread with such food as could be
provided from the resources of the cottage, aided by the
stores of Cicely's hamper. The stranger said grace, and sat
down to his meal, which he discussed with a good appetite.

"I find your grandson—or nephew I think he called himself—

a good scholar," said the stranger, addressing the old
shepherd. "He tells me that he can read Latin and has
begun to learn Greek."

"Yes, the lad has profited at his book," replied the shepherd.
"I am no scholar myself, beyond reading and writing, but
they tell me Jack is a good one for his years and has won
high honors at the school in Bridgewater. But I fear, Jack,
the stranger will think you over-forward, if you are so ready
to boast your own learning."

"It was through no boasting of his, but through my own

questioning, that I learned as much," said the stranger. "He
picked up a book which I let fall, and coming back to seek
it, and finding him engaged in reading it, we naturally fell
into conversation. I was much surprised and pleased to find
him already acquainted with its contents."

"Indeed! It will be some of his school Latin books,

doubtless."

Jack looked at the stranger with a gesture and glance of

entreaty.
"Oh, sir, may I not show my uncle the book?" he asked.
"Old Margery is deaf. She will not hear a word or notice
anything. May I not show him the book?"

"You may do so, if you will," replied the stranger, with a

benevolent smile. "I see no harm it can do, since it is to
your uncle you tell me you owe all your knowledge of its
contents."

The shepherd looked wonderingly from one to the other.

Jack opened the volume haphazard, and put it into his
uncle's hand. As the old man examined the page his
expression changed from one of surprise and uneasiness, to
a look of joyful awe and thankfulness. Clasping his hands
and raising them to heaven, while his eyes filled with tears,
he exclaimed, "I thank thee, O Lord! Now lettest thou thy
servant depart in peace, for mine eyes have seen thy
salvation. May the blessing of God rest upon you, sir,
whoever you are, since you have brought to my eyes what
they hardly expected to see again—the Word of God in the
vulgar tongue. Sir, I know not who you are, you are a rich
man belike, and I am but a poor shepherd; but if any
treasure I possess can purchase this book—"

"Say no more, my good brother," replied the stranger. "With

this book I cannot part, seeing it was the gift of a dear
friend; but another copy of the Scriptures, in better print
and more easy to your eyes, you shall have and welcome,
and right glad am I to put it in such hands. I am, as you
have said, a rich man, and I know not how I can spend my
wealth better than by helping to spread the Gospel in this
land which longs for it as a thirsty land for the rain of
heaven."

So saying, the merchant undid one of his mails, and from

under the rich silks and stuffs with which it was apparently
filled, he drew forth a large copy of the New Testament and
put it into his host's hands.

"To this book, as I said, you are freely welcome," said he.
"It is the New Testament newly done into English by that
learned clerk and godly man, Sir William Tyndale. I need
not tell you that it is a treasure to be kept and used with
caution, since many of the bishops and priests, not less
than the King himself, are bitterly opposed to the reading of
this translation."

"It is then a service of some danger you undertake in

carrying these books about with you, Master—"

"My name is Richard Fleming, at your service, a merchant

of London," said the stranger, as Thomas Sprat paused. "It
is indeed a service of danger as you say. Yet it is not my
own danger which at times appalls me and makes me
almost ready to give up that which I have undertaken. It is
the thought that these books, precious as they are, bring
danger of persecution and even death to those who receive
and read them. Even now, for aught I know, I may have
thrust a firebrand into the thatch of your peaceful dwelling,
or have, as it were, lighted a death-pile for this fair boy.
When I think of these things I am ready to say: 'It is
enough, Lord! Take away my life!' And yet the burden is laid
upon me, yea, woe is me if I help not to spread the
Gospel."

"I understand your feeling," said Thomas Sprat, as the

stranger paused. "I have myself felt the same toward my
young kinsman here, whom yet I have instructed so far as I
was able in the words and meaning of Holy Scripture. Our
blessed Lord knew it also doubtless when He said to His
followers: 'they shall lay their hands on you, and persecute
you, delivering you up to the synagogues and into prison,
and bring you before kings and rulers, for my name's sake.'
Yet I cannot but think that the boon is worth all it costs
twice told. Shall we refuse to suffer for Him who died for
us? Methinks you are a man to be envied, since you are
permitted to spend your time and substance in thus
spreading abroad the Word of God. I had thought the
merchants of London too busy with their goods and
merchandise, with the care of their gold, and the enjoyment
of luxury in their fine houses, to care for aught else."

"It is alas! the case with too many of them," replied the
stranger. "Yet are there many among them who are of my
mind, and esteem the riches of God more than all the
treasures of Egypt, who spend their time and their
substance freely for the spread of His Word. An association
has been formed among them called the Christian Brothers,
of which I am a member; and we are pledged to devote
ourselves and our goods to spreading a knowledge of pure
Gospel truth in this land. I trust we have already sowed
seed which shall spring up and bear fruit unto everlasting
life, though we may not be spared to see its full fruition."

"It was a blessed hap which brought you here this day,"
said the old shepherd fervently. "Oh, how earnestly I have
longed and prayed to see and read once more the Word of
God which I knew and read in my youth. Son Jack, our
prayers have been answered sooner than we hoped, though
in a different way."

The Association of Christian Brothers, formed about the

time of our story among the merchants of London, makes of
itself a sufficient answer, if indeed an answer were needed,
to those who sneer at trade and the pursuits of commerce
as ignoble and unfitting the mind for great deeds. The
object of these men was to disperse abroad among the
people copies of the New Testament, and portions of the
writings of the Reformers, as fast as they could be received
from the printing-presses Antwerp and other Flemish and
German cities.

For this end, the Christian Brothers and the agents travelled
through the length and breadth the land, bearing their
perilous yet precious commodities concealed among their
goods, and disposing of them as they had opportunity. Of
course the service was one of great danger. If any man
were found circulating the Lutheran books, as they were
called, public penance and disgrace and ruinous fines were
the least he had to expect; and the flames and smoke of
the stake were always in the background of the picture.

Nevertheless, those devoted men, the Christian Brothers,

abated not a whit of their diligence; but availing themselves
of their opportunities as merchants trading to Germany and
the Low Countries, they brought over not only the New
Testament in English, but other books and tracts in great
numbers, which were carried throughout the whole of
England, and eagerly caught up and read both by gentle
and simple. Tyndale's prophecy, made years before in a
dispute with a Romish priest, seemed in a fair way of being
fulfilled: "Ere many years are past, the very plough-boys of
this land shall know more of Holy Scripture than thou dost."

In our days, when the Bible lies on almost every shelf and
may be had by every man, woman, and child in the land,
when we can hardly remember our first acquaintance with
the sacred text, it is difficult for us to enter into the feelings
of those who read the Bible for the first time. To us, it has
become as familiar, and it is to be feared often as tedious,
as a twice told tale; and it requires all our reverence for the
book as the written and authentic Word of God, to fix our
attention upon our daily lesson.
To those who received the English New Testament from the
hands of Tyndale and his followers, it possessed all the
charm of novelty. They had heard at the best only short and
garbled extracts from the Holy Book, and what little they
knew was so overlaid and mixed up with legend and fable,
that the whole gracious story was to them a new revelation,
startling and arousing them alike from what it said and from
what it did not say. The doctrine of purgatory, with all its
tremendous consequences, fell at once to the ground. So
did that of the invocation of saints; and especially the
almost divine honors paid to the Blessed Virgin were seen
to be wholly without foundation.

To many an overburdened soul painfully striving by prayers

and penances to escape from the wrath to come, the
knowledge of justification by means of faith in the Son of
God, of free forgiveness through His own oblation of Himself
once offered, came with an overwhelming sense of relief
from an intolerable burden; while to another it brought a
feeling of deep humiliation and mortification that all the
self-made sanctity for which he had perhaps been
celebrated and held up as an example to his fellows was of
no avail or value in the eyes of God, not worth so much as a
cup of cold water given in the name of Christ to one of His
little ones.

Welcome or unwelcome, loved or hated, the Word of God

went on its way. It was like the leaven which a woman took
and hid in three measures of meal. No man who received it
could hide it wholly within his heart. Consciously or
unconsciously, it affected his conduct and appeared in his
conversation; and thus the new ideas spread from one to
another, even among those who were the most bitterly
opposed to them.
 CHAPTER VI.

A FALL AND A NEW FRIEND.

Long after old Margery had retired to her chamber

wondering at her master's unusual waste of candle-light,
did the other two inmates of the cottage sit listening with
rapt attention while Master Fleming read and expounded
the Holy Book, or told them tales of the deeds and
sufferings of the friends of the Gospel at home and abroad.

At last, in a pause of the conversation, Jack exclaimed—

"Oh, if I could but go with you and help you in this great
work, how gladly would I give all my time and strength to
the spread of God's Word among the people! I used to wish
I had lived in the days of chivalry when the valiant knights
went forth in search of adventure, and to succor the
helpless and oppressed wherever they were to be found;
but this is a greater work still, and better worth one's life
and substance."

"You say well," replied Master Fleming. "It is indeed better

worth the spending of life and substance than any of the
often fantastic enterprises of your favorite knights; and
neither is it without sufficient danger to life and goods,
though there are no more dragons and enchanters to
overcome. But the work of the Lord has this advantage,
that it may be done by simple folk as well as gentle folk,
and as worthily in the humblest vocation as in the highest.
The lowliest life, the commonest task, if sanctified by an
earnest and honest intention of doing God service, is as
much accepted and blessed by Him as that which is highest
in the sight of men. Our Lord Himself has said that a cup of
cold water, given in His name and for his sake, is given to
Him."

"But I would so like to devote myself to this work," said

Jack. "It seems such a noble way of serving Him."

"I fear your motives are not altogether clear, son Jack," said
the shepherd. "I fear a part of your zeal arises from love of
adventure and novelty."

Jack blushed, and the merchant smiled.

"And if it were so, you have no cause to blush, my son,"

said he kindly. "The love of novelty and adventure is natural
to youth, and is doubtless given by Heaven for some good
purpose. But you must remember that, as the soldier does
not choose his work or his place, but goes whither he is
sent, and upon whatever service his commander orders,
having no will of his own, so must it be with the soldier of
Christ. He must be as ready to abide by the stuff as to go
forward upon the stricken field; to keep the few sheep in
the wilderness, as to fight the giant of the Philistines before
the armies of Israel."

"Sir William told us that tale," said Jack, "and how King
David overcame the giant with his sling and stone. But
there are no giants in these days."

"No, but there are dangers as terrible, ay, more terrible

than any man meets in the stricken field. If it be true in all
ages, as doubtless it is in some sense, that they who would
live godly in Christ must suffer persecution, it is doubly so
at this time when he that departeth from evil maketh
himself a prey, and men are condemned to the dungeon
and the stake but for desiring to acquaint themselves with
the Word of God. You say, my dear son, and doubtless with
truth, that you would gladly help forward this work; but
think of yourself as torn from all that you love and cast into
a loathsome foul dungeon, without light or fire or fresh air,
subject to the scourge and the rack at the will of your
oppressors, daily tempted with all the rewards of this world,
if you would abjure your faith, and threatened with the
pangs of a horrible and shameful death, if you did not. Do
you think you could hold fast the profession of your faith
without wavering?"

Jack sat looking at the fire for a few moments without reply.
Then he lifted his head, and a new light seemed to exalt
and illuminate his somewhat plain features as he spoke.

"I would be far from boasting of my manhood, sir. I know

well that it has never been tried, and that I am but a young
and simple boy. Nevertheless, I have read in this book
already, that our Lord said to one of His apostles who was in
some strait: 'My grace is sufficient for thee, for my strength
is made perfect through weakness,' and again 'God is
faithful who will not suffer you to be tempted above your
strength, but shall in the midst of temptation make a way to
escape out.' I would be far from boasting of mine own
strength or manhood, since I know how oft I have failed
under very easy trials of temper and patience; neither
would I run heedlessly into danger. But if God should call
me to such works as those of which you speak, might I not
think that He would be faithful in giving me strength to do
them?"
"Verily, thou hast given me a good answer, and, as it were,
out of mine own mouth," replied Master Fleming, with his
grave smile. "You are, no doubt, in the right. I trust your
faith will never be tried in such ways; and yet it is well to be
prepared for whatever may come. I would advise you to
read and ponder the tenth chapter of St. Matthew's Gospel,
and to pray constantly and earnestly for grace to stand
when the day of trial arrives."

"It may not come," said Jack.

The stranger shook his head. "The trial is sure to come in

one way or other," said he. "It may not be in the way of
persecution, perhaps it may come in the opposite direction
from the temptation of this world. In these days the seed is
perhaps as likely to be choked with care and riches and
voluptuous living as in any other way. But in whatever way
the temptation comes, we shall need all the strength which
our Lord hath to give, to fight the battle of life withal. But
the hour waxes late, and I must needs rise early and go on
my way."

Jack gave up his own bed to the visitor, and slept on the
great wooden settle by the fireside. His sleep was not
sound, and toward morning awaking suddenly he heard, as
he thought, some one speaking earnestly as though
pleading for, some great boon, and willing to take no denial.
He stole softly to the foot of the stairs and listened. The
voice was that of the stranger guest, and Jack presently
perceived that he was engaged in fervent prayer. A feeling
of delicacy prevented him from listening; but, as he lingered
for a moment, he caught the words:

"Not this one, Lord, not this one! If there must needs be a
sacrifice take the old tree, broken and withered in thy
service, but spare the young and tender plant."
Jack's reverence deepened into awe as he perceived that
Master Fleming was praying for himself, pleading with God
as a child with a tender parent, that he might be spared the
horror and pain in which the "gospellers" too often ended
their lives.

Jack stole back to his bed and sat thinking for a long time.
He remembered how he had ventured to pray in somewhat
the same way for sight of the Scriptures, and how his
prayer had been answered in the sense and realization of
God's presence at the time he was praying, as well as in the
apparent chance which had brought the stranger to his
uncle's house. Would Master Fleming's prayer be granted in
the same way?

Or would he be called to witness for God at the stake and

on the rack, like some of those confessors of whom he had
lately heard? And if so, would strength be given him
according to his needs?

And what would become of him afterward? Should he be

taken to paradise or to purgatory? Was there any such place
as purgatory? Was he fit for heaven? How could he make
himself so?

Master Fleming had seemed to speak but slightingly of

penances and pilgrimages and such like exercises, and had
intimated that there was another way, sure and easy. What
then was that way?

These were but a few of the questions which rose in the

boy's mind as he sat in the chimney corner under the slowly
dawning light. He was a grave and thoughtful lad at all
times, sober beyond his years to a degree which had often
troubled his father, and made old Cicely declare that her
nursling was not long for this world. The religious teaching
he had received had been mostly given him by Sir William
Leavett and had been of a character unusually spiritual and
pure for that time.

Then his uncle had taught him a great deal concerning the
Bible during his residence at Holford; and altogether his
soul was like a watered garden, ready to receive the seeds
of eternal truth and to bring forth fruit to everlasting life.

Now, as he sat and thought, seeking in vain for satisfactory

answer to the many questions which arose in his mind, he
remembered what the shepherd had told him concerning
the teachings of the Holy Spirit, that this Spirit could guide
his mind into truth even without the written Word, and that
unless he had such teaching from on high, all other
instruction, yea, the Holy Book itself, would be of no avail.
He took the volume from the safe place where it had been
deposited, and opening it at haphazard, he read in the now
quaint English of Tyndale's translation—

"Axe and it shalbe geven you. Seke and ye shall

fynd. Knocke and it shalbe opened vnto you.
For whosoever axeth receaveth; and he that
seketh findeth; and to him that knocketh it
shalbe opened."

Jack read on to the end of the paragraph. Then it would

seem that all he had to do in order to receive this wonderful
teacher, was to ask for it. His heavenly Father was as ready
to give it him as his own father would be to give him food
when he desired it. Jack was happy in that he was able to
reason from the goodness of an earthly to that of a
heavenly Parent. He could not remember that his father had
ever denied him any reasonable request, and the argument
was thus a strong one.

"'If ye then being evil know how to give good

gifts to your children—"

Why then should he not ask at once for what he felt he so

much needed?

Jack restored the book to its place; and then, seeking the
retirement of the little shed where Master Fleming's beasts
were accommodated, he knelt in one corner and prayed
long and earnestly and in simple faith that God would teach
him all that it was needful to know. He was so absorbed as
not to mark the passage of time, and he started to his feet
and blushed deeply when the stranger gently opened the
door and entered the hovel.

"Nay, never blush, my son," said Master Fleming kindly. "No

man has cause to blush for being found on his knees.
Rather let them be ashamed, who, pretending to be
reasonable and immortal beings, live like the poor brutes
that perish. But you have risen early."

"I have been up a long time," said Jack. "I could not sleep,
and I have been reading in the book you gave us. Oh, sir, I
would I might go with you, or that you would remain with
us. I need so much instruction."

And thereupon, he poured out to his new-found friend some

of the questions and thoughts which were seething in his
brain.

Master Fleming listened patiently and with grave interest to

Jack's confession and inquiries.
"Dear son, it would require more hours than I have minutes
to spare, to answer all your questions. Nay, of many things
you must be content to remain in ignorance, since they are
beyond man's feeble understanding. I will leave with you
certain treatises of Master Tyndale and, other good men
from which you may gain much instruction, and you do
right to ask for the illumination of the Spirit of God, which
you will doubtless receive. But, my son, you must be
prepared to learn from that teaching, many things which
will be displeasing to you, ay, things against which your
pride will rise up in rebellion. No man ever sees the
wickedness and weakness of his own heart till the Spirit
reveals it to him, and the sight is not a pleasant one. Yet it
is necessary that we behold it, or we shall not feel our need
of the remedy without which we must be lost indeed."

"And that remedy—" asked Jack.

"Is found alone in Christ Jesus, the way set forth by our
Father for the forgiveness of sins. His blood, when we
believe in Him and receive Him for our Saviour, cleanseth us
from all sin which we have committed, so that for His sake
we are freely pardoned and justified before God. Not as
there were any merit in faith itself, but because it is only by
faith that we accept Christ and receive Him into our hearts."

"See here, I must needs go on my way at present. I would

gladly take you with me, and, as you say, let you help in
this great work. But that would not be right. You are the
only son of your father, and yet in your nonage, and your
duty lies in obedience to him. Go on then doing your work
in that place where God has put you, and remember that He
will accept your service and make you His helper in building
up His kingdom, whether he call you like the Jews of old to
build on the walls of the spiritual Jerusalem with a sword in
one hand and a trowel in the other, or in the quiet dells of
the mountain to quarry out the stone for the temple, or
even to carry food for them who are more actively
engaged."

"It is the great blessing of work in our Divine Master's

service, that nothing done for Him is ever thrown away, no,
not even when the workman would appear in the eyes of
men to have failed utterly. He will account nothing a failure
which is done with a hearty and humble desire to serve
him. Do you, therefore, watch and pray, read and meditate,
strive for holiness of heart and purity of intention, and let
your light so shine before men that they may see your good
works and glorify your Father in heaven."

"I will give you for your own, a copy of the New Testament
containing Master Tyndale's glosses and notes, which will be
a great help to you in understanding the Word. It may be
that we shall meet again, for I purpose to remain some time
in this country; but if not, I charge you, my son in the faith,
if I may call you so, that you keep your loins girded about,
and your light trimmed and burning, and you yourself as
one who waiteth for the Bridegroom, that, when the day of
account shall come, I may meet you at the right hand of the
Throne."

For the whole of that and many succeeding days, Jack was
like one in a dream. He seemed to have lost all taste for his
usual pleasures, bird's-nesting and fishing, while he strove
with punctilious accuracy to fulfil all his daily duties and to
take every possible care from his uncle. In fact, a new world
seemed to be opened to him.

His imagination, always a strong part of his mental

constitution, revelled in the scenes to which he was
introduced and made them real to him. He walked the
streets of Jericho and Jerusalem, and sat with the apostles
at the board with their Lord; he was among the crowd
which stood around the sepulchre when Lazarus came forth,
and entered with the chosen disciples into the inner
chamber where the ruler's young daughter was raised from
the dead.

Nor was it the narrative alone which interested him. As

Richard Fleming had told him, he began to have some sense
of his own real nature, to realize his own sinfulness, and to
wonder whether it were possible he could ever attain to the
inheritance of the saints in light. At times he felt a profound
discouragement, and was ready to despair of himself; then
he found help in such passages as these contained in
Tyndale's notes:

"Ye shall not thynke that our dedes deserve

ani thynge of God as a laborer deserueth his
hyre. For all gode thynges come of the
bounteousness, liberalitie, mercy, promyses and
truth of God in the deseruing of Christes blood
only."

"The eye is single when a man in all hys

dedes loketh not but on the will of God, and
loketh not for laude, honor, or ein other
rewardes in this worlde. Nother ascrybeth
Heven or a hyer roume in Heaven unto hys
dedes; but accepteth Heven as a thing
purchased bi the blode of Christe, and worketh
freely for loves' sake onlie."

"As a natural sonne that is his father's heyre,

doth his father's will not because he wolde be
heyre, that he is already by birth—but of pure
love doeth he that which he doth. And axe him
 why he doeth any thing that he doth, he
answereth, 'my father bade, it is my father's
will, it pleases my father.' Bonde servantes work
for hire, children for love; for there father, with
all he has, is there's already. So doth a Christen
man freely all that he doeth, considering
nothing but the will of God and his neighbour's
wealth only. If I live chaste, I do hit not to
obteyne heaven therby, for thus should y do
wronge to the blode of Christe. Christes blood
has obtayned me that." ¹

¹ This passage occurs in Tyndale's defence and not in his

notes.

By such like instruction, by comparing one passage with

another, and by help of the teaching of his uncle, Jack
began at last to arrive at some clear notion of salvation by
Jesus Christ, to cease to place any confidence in his own
works or deservings, and to understand and feel somewhat
of the blessedness of an accepted child of God.

"Oh, how I wish Anne could come to see this," he said one
day, after a long conversation he had been holding with his
uncle on the hillside. "She is killing herself, as my father
says, with prayers and penances, that she may win
forgiveness and heaven for herself and her friend. If she
could only be brought to see this plain and easy way!"

"What was the story of her friend?" asked the shepherd.

"Ay, I remember, there was some secret in the matter. I
would, indeed, the poor child could be led to see that her
Lord hath done all for her. Perhaps you may find some way
of enlightening her when you return home."
"I should hardly know how to begin," said Jack,
thoughtfully. "Anne has such a horror of heresy. She was
distressed because I only said I should like to be a priest in
order to read the Scripture; and she tried to make me
promise that I would never look at any heretical books if
they came in my way."

"I think Anne was convent bred, was she not?" asked the
shepherd.

"Yes, at the gray nuns' convent, that my father spoke of,

the one my Lord Harland is to buy. It was by no good will of
my father, who never loved the religious houses; but my
mother wished it, and he would not cross her. Anne would
have taken the veil ere this, I doubt, but for the prioress
herself. Anne's health failed, and the lady sent her home,
saying she should have time to see more of the world
before leaving it. But it is little she has seen of the world,
poor child. She lives as closely as any cloistered nun and
fares as hardly. It is a great trouble to my father, who would
have none but cheerful faces about him. Anne thinks it is
her duty to deny herself all pleasures, and so she will not
taste any of the good things Cousin Cicely is so fond of
making, nor sing to the lute as my mother used to do,
though it is my father's greatest delight to hear her."

"I doubt there is some self-will at the bottom of her heart,"

said the shepherd, "else she would perceive that there is a
truer and purer self-denial in giving up her own tastes and
inclinations in indifferent things, and conforming herself to
the will and wishes of those about her."

"I see," said Jack, thoughtfully. "Then it might be that

eating a piece of Cousin Cicely's gingerbread when she did
not really care for it, rather than mortify the poor woman by
refusing her dainties, would be a more useful penance than
going without anything."

"For Anne perhaps," replied old Thomas, smiling.

Jack laughed. "Truly I never found any mortification in

Cicely's gingerbread myself, save when I had eaten too
much of it. But, indeed, Uncle Thomas, Anne does mean to
do her duty faithfully. She would not do anything wrong for
the world, and if she happens to make any little slip she
grieves over it for days, and redoubles her penances. But,
oh! She is so unhappy. If it had not been for Sir William
Leavett, I almost think that living with Anne would have
made me hate all religion, because it seems to make her so
miserable. I do wish she could be brought to read this
book."

"Well, dear son, we can but pray for her, and perhaps a way
may be opened. Jack," said the shepherd, lowering his voice
to a whisper, "don't turn your head now, but in a minute
look yonder. Is not someone in hiding behind you
thornbush? I have seen it move two or three times, and I
am sure I caught sight of a gown."

Jack waited a moment, plucking up a pretty good sized clod

of earth and grass as he did so. Then, suddenly turning, he
hurled the clod with a good aim at the bush, saying, "There
is an owl abroad in the daylight."

A hasty exclamation, but not in the owl's language, was

heard from the bush, which stood on the edge of a steep
grassy declivity, and was followed by various gurgling
sounds of distress.

Jack rushed to the spot, followed more slowly by the old

shepherd; and as he reached the bush, he burst into
uncontrollable laughter. There was the fat priest of the little
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