Essentials of Marketing Research

Essentials of Marketing Research uses an application-oriented approach to equip students with tools and skills necessary to solve business problems and maximize opportunities.  The authors' years of practical market research experience is evidenced thorough their treatment of qualitative research, to their coverage of sample size rules-of-thumb, background literature reviews, and new market research tools and techniques. This latest 5^th edition gives students a strong command of market research principles, while being concise enough for with cases & other course projects.  A continuing case and corresponding data sets included.    

Available with McGraw-Hill Connect® and SmartBook 2.0. 

Joseph F. Hair, Jr. is Professor of Marketing and the Cleverdon Chair of Business at the University of South Alabama, and Director of the PhD degree program in the Mitchell College of Business. He formerly held the Copeland Endowed Chair of Entrepreneurship at Louisiana State University. In the years 2018–2021, Dr. Hair was recognized by Clarivate Analytics as being in the top 1 percent 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 302,000. 

He has published more than 85 editions of his books, including market leaders Multivariate Data Analysis, 8th edition, Cengage Learning, UK, 2019, which has been cited more than 152,000 times; Marketing Research, 6th edition, McGraw-Hill/Irwin, 2023; MKTG/Marketing Principles, 13th edition, Cengage Learning, 2020, used at over 500 universities globally; A Primer in Partial Least Squared Structural Equation Modeling (PLS-SEM), 3rd edition, Sage, 2022; and Essentials of Business Research Methods, 5th edition, Routledge, 2023. 

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 and the Society for Marketing Advances (SMA) and has served as president of the Academy of Marketing Sciences, the SMA, 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 Entrepreneurship Magazine as one of the top 12 programs in the United States.


David J. Ortinau is Professor (Emeritus) of Marketing at the University of South Florida (USF). His PhD in Marketing is from Louisiana State University. He began his teaching career at Illinois State University and after completing his degree moved to USF in Tampa. Dr. Ortinau continues to be recognized for both outstanding research and excellence in teaching at the undergraduate, graduate, and doctorate levels. His research interests range from research methodologies and scale measurement development, attitude formation, and perceptual differences in retailing and services marketing environments 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, service quality, service value, retail loyalty, and imagery. 

Dr. Ortinau has presented numerous papers at national and international academic conferences. He continues to make scholarly contributions in such prestigious publications as the Journal of the Academy of Marketing Science, Journal of Retailing, Journal of Business Research, Journal of Marketing Theory and Practice, Journal of Healthcare Marketing, Journal of Services Marketing, Journal of Marketing Education, and others. He is a coauthor of marketing research textbooks titled Marketing Research: In a Digital Information Environment, 4th edition (2009), Essentials of Marketing Research, 6th edition (2023) as well as guest coeditor of several JBR Special Issues on Retailing. He is an editorial board member for JAMS, JBR, JGSMS, and JMTP as well as an ad hoc reviewer for several other journals. 

He has multiple “Outstanding Editorial Reviewer” Awards from JAMS, JBR, and JMTP and recently served as the JBR co-associate editor of Marketing and is a member of JMTP Senior Advisory Board. Professor Ortinau remains an active leader in the Marketing Discipline. He has held many leadership positions in the Society for Marketing Advances (SMA), including President; he is Founder and Chairman of Board of the SMA Foundation and is a 2001 Distinguished SMA Fellow. He has been chair of the SMA Doctoral Consortiums in New Orleans, Orlando, and Atlanta. Dr. Ortinau has been an active member of the Academy of Marketing Science (AMS) since the early 1980s, serving AMS in a wide variety of positions such as 2004 AMS Conference Program co-chair, AMS Doctoral Colloquium, Meet the Journal Editorial Reviewers, and special sessions on Research Methods as well as How to Publish Journal Articles. He was the recipient of the 2016 AMS Harold W. Berkman Distinguished Service Award, served as the program co-chair of the 2016 AMS World Marketing Congress in Paris, France, and was elected a member of the AMS Board of Governors.


Dana Eckerle Harrison is an Associate Professor of Marketing and Chair for the Department of Management and Marketing at East Tennessee State University. Prior to her work in academia, Dana spent many years assisting software companies in the areas of marketing and sales management. She teaches marketing research, analytics, digital marketing and strategy courses at the undergraduate and graduate level. In 2022, she was the recipient of the College of Business and Technology Research Award and in 2019, received the New Faculty Award recognizing dedication to teaching, research, and service. 

Her scholarly research has been published in journals such as the Journal of Business Research, the Journal of Product and Brand Management, and the Journal of Marketing Theory and Practice. Her research focuses on the intersection between customer relationship management, business ethics, data quality and governance, and marketing analytics methods. Dana is a co-author on the Essentials of Marketing Analytics, 1st edition, McGraw Hill/Irwin, 2021. She currently serves as an associate editor for the Journal of Marketing Theory and Practice, as well as on the Editorial Review Board for the Journal of Business Research and Journal of Marketing Education. 

Dana continues to be an active member of prominent marketing organizations. She has presented and led panel discussions at conferences such as the Academy of Marketing Science, American Marketing Association, INFORMS Society for Marketing Science, and the Society for Marketing Advances, regarding topics such as artificial intelligence and business ethics, social network analysis, sales management, the impact of analytics techniques and technology on marketing education and practice, the emergence of blockchain in marketing, and information governance. Furthermore, she has offered certificate programs on marketing analytics and currently serves as the Program Chair and President-Elect for the Society of Marketing Advances and the Secretary/Treasurer for the Academy of Marketing Science.