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ISE Essentials of Marketing Research
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Table of Contents

Part 1 The Role and Value of Marketing Research Information
1 Marketing Research for Managerial Decision Making
2 The Marketing Research Process and Proposals

Part 2 Designing the Marketing Research Project

3 Secondary Data, Literature Reviews, and Hypotheses
4 Exploratory and Observational Research Designs and Data Collection Approaches
5 Descriptive and Causal Research Designs

Part 3 Gathering and Collecting Accurate Data
6 Sampling: Theory and Methods
7 Measurement and Scaling
8 Designing the Questionnaire

Part 4 Data Preparation, Analysis, and Reporting the Results
9 Qualitative Data Analysis
10 Preparing Data for Quantitative Analysis
11 Basic Data Analysis for Quantitative Research
12 Examining Relationships in Quantitative Research
13 Communicating Marketing Research Findings

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/Irwin, 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. Earned a B.S. in Management from Southern Illinois UniversityCarbondale, 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 interestsfrom 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). Dana Eckerle Harrison is an Assistant Professor of Marketing and the Stanley P. Williams Faculty Fellow 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 and strategy courses at the undergraduate and graduate level. Her scholarly research has been published in journals such as the Journal of Business Research, the Journal of Product and Brand Management, the Journal of Marketing Analytics and the Journal of Marketing Theory and Practice. Her research focuses on the intersection between customer relationship management, sales management, data quality and governance, and marketing analytics methods. Her research pursuits were recognized in 2017 when she was a co-recipient of the Harold and Muriel Berkman Charitable Foundation Research Grant. Dana is a co-author on the Essentials of Marketing Research 5th edition, McGraw-Hill/Irwin, 2020. She currently serves on the editorial review board for the Journal of Marketing Theory and Practice. 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 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 Director of Data Privacy for the Academy of Marketing Science.

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