This first local adaptation of Marketing Research comprehensively reviews, dissects and applies key concepts and theories to real-world situations, emphasising marketing research in its larger managerial and strategic context, and not just its principles and statistical methodologies. This is the only local textbook to fully address the cross-disciplinary nature of marketing research and its relationship to marketing strategy, customer relationship management and decision-making (larger contextual issues that are often omitted from other books). This edition is further enhanced by all-new local cases, examples and exercises, and an expanded debate section that delves into the reasons behind marketing research successes, failures and formulas.
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Joseph F. Hair, Jr. , is Professor of Marketing at Kennesaw State University. He previously held the Copeland Endowed Chair of Entrepreneurship and was Director, Entrepreneurship Institute, Louisiana State University.
Robert P. Bush 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.
David J. Ortinau earned his B.S. in Management from Southern Illinois University, Carbondale, an M.S. in Business Administration, with a specialty in marketing research, from Illinois State University, and his Ph.D. in Marketing from Louisiana State University.
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