About the Book
A concise approach to the dynamic and challenging field of marketing research. The authors provide a comprehensive and managerially relevant discussion of the key principles in marketing research. In this second edition, students will gain a real insight into the inner workings of marketing machinery through research and measurement. New examples of industry experience demonstrate the value of marketing research in strategic marketing decision making. Marketers are only as good as their tools. The authors offer students the marketing research tools and skills necessary to solve business decision problems. Students have access to real-world examples, theory, cases, exercises and artwork with well-structured, clear and accessible writing. Instructors will also be spoilt with a full-sized supplements package.
Table of Contents:
Marketing Research, 2e
Chapter 1: Overview of Marketing Research
Appendix: Careers in Marketing Research
Determining the Scope for Marketing Research
Chapter 2: Decision Problems, Research Questions, Research Objectives and Information Value
Chapter 3: Primary Data or Secondary Data
Selecting the Research Method
Qualitative Methods
Chapter 4: Interviews
Chapter 5: Focus Groups
Chapter 6: Observation
Quantitative Methods
Chapter 7: Survey Methods and Errors
Chapter 8: Experiments and Test Markets
Chapter 9: Sampling: Theory, Methods and Issues in Marketing Research
Chapter 10: Construct Development and Scale Development
Chapter 11: Attitude Measurement in Survey Research
Chapter 12: Questionnaires and Supplements
Collecting and Preparing the Data
Chapter 13: Coding, Editing and Presenting of Data and Preliminary Data Analysis
Analysing the Data
Chapter 14: Data Analysis: Testing for Difference
Chapter 15: Data Analysis: Testing for Association
Chapter 16: Data Analysis: Testing for Interdependence
Transforming the Analysis Results into Information
Chapter 17: Preparing the Market Research Report and Presentation
Managing Customer Value with Marketing Research
Chapter 18: Customer Relationship Management and Marketing Research
Chapter 19: Database Development and Marketing Research
Chapter 20: Marketing Decision Support Systems and Marketing Research
About the Author :
Joe F. Hair is Professor of Marketing, Cleverdon Chair of Business, and Director of the PhD degree program in the Mitchell College of Business, at the University of South Alabama. In 2018 and 2019 he was recognized by Clarivate Analytics as being in the top 1% globally of all Business and Economics professors. He was selected for the award based on citations of his research and scholarly accomplishments, which for his career exceed 230,000. Google Scholar ranks him #1 globally in the categories of Marketing and Multivariate Data Analysis. Joe formerly held the Copeland Endowed Chair of Entrepreneurship at Louisiana State University. He has published more than 60 books, including market leaders Multivariate Data Analysis, 8th edition, Cengage Learning, U.K., 2019, which has been cited more than 130,000 times; Essentials of Marketing Research, 5th edition, McGraw Hill LLC, 2020; MKTG, 13th edition, Cengage, 2021, used at over 500 universities globally; A Primer in Partial Least Squared Structural Equation Modeling (PLS-SEM), 2nd edition, Sage, 2017, and Essentials of Business Research Methods, 4th edition, Taylor & Francis, 2020. In addition to publishing numerous referred manuscripts in academic journals such as Journal of Marketing Research, Journal of Academy of Marketing Science, Journal of Business/Chicago, Journal of Advertising Research, and Journal of Retailing, he has presented executive education and management training programs for numerous companies, has been retained as consultant and expert witness for a wide variety of firms, and is frequently an invited speaker on research methods and multivariate analysis. He is a Distinguished Fellow of the Academy of Marketing Science, the Society for Marketing Advances, and has served as president of the Academy of Marketing Sciences, the Society for Marketing Advances, the Southern Marketing Association, the Association for Healthcare Research, the Southwestern Marketing Association, and the American Institute for Decision Sciences, Southeast Section. Professor Hair was recognized by the Academy of Marketing Science with its Outstanding Marketing Teaching Excellence Award, and the Louisiana State University Entrepreneurship Institute under his leadership was recognized nationally by Entrepreneur Magazine as one of the top 12 programs in the United States. Brian Lukas is a member of the Faculty of Economics and Commerce at the University of Melbourne; he is a Director of the Masters of Applied Commerce Program. Bryan holds several academic awards, including three Best Paper awards from the American Marketing Association and the University of Melbourne's Faculty's Individual Award for Good Teaching. He has published several academic texts and his research had appeared in many journals, including the Journal of Management, Journal of the Academy of Marketing Science and Journal of Business Research. Bryan is a consultant to both public and private institutions. Earned a B.A. in Psychology and Economic history from St. Mary’s University and an M.A. and Ph.D. in Marketing at Louisiana State University. He began his teaching career at the University of South Florida, moved first to the University of Mississippi, and then to The University of Memphis, where he has taught since 1993. He was chairman of the committee on Grants and Research for the Fogleman College of Business from 1991-1997 and Director of the Ph.D. Program at Memphis from 1995-1997. He has been a consultant for a wide range of corporations and institutes, as well as for the U.S. Department of Defense. He is the coauthor of Retailing for the 21st Century (Houghton-Mifflin, 1993) and a coeditor of Advances in Marketing (LSU Press, 1994). He is a regular contributor to such academic publications as Journal of Advertising, Journal of Consumer Marketing, Journal of Marketing Education, Journal of Direct Marketing, Journal of Health Care Marketing, and Marketing Education Review.
Earned a B.S. in Management from Southern Illinois University—Carbondale, an M.A. in Business Administration from Illinois State University, and a Ph.D. in Marketing from Louisiana State University. He began his teaching career at the University of South Florida, where he continues to win awards both for outstanding research and for outstanding teaching. He has a wide range of research interests—from attitude formation and perceptual differences in services marketing to interactive electronic marketing technologies and their impact on information research problems. He consults for a variety of corporations and small businesses, with specialties in customer satisfaction, customer service quality, customer service value, retail loyalty, and image. He continues to serve as a member of the editorial review board for Journal of Academy of Marketing Science and was coeditor of Marketing: Moving Toward the 21st Century (SMA Press, 1996).
