Essentials of Marketing Research delivers a concise, up-to-date review of a broad variety of marketing research topics. Its application-oriented approach equips students with tools and skills necessary to solve business problems and maximize opportunities. The authors' years of practical market research experience is evidenced in everything from their thorough treatment of qualitative research (a topic often given short shrift) to their knowledgeable coverage of sample size rules-of-thumb, background literature reviews, and new market research tools and techniques including new coverage of structural modeling and Partial Least Squares Structural Equation Modeling (PLS-SEM). Essentials of Marketing Research gives students a strong command of market research principles, while at the same time being concise enough for use alongside cases and other course projects. Essentials of Marketing Research is available through McGraw-Hill Connect (R), a subscription-based learning service accessible online through personal computer or tablet. A subscription to Connect includes the following: * SmartBook (R) - an adaptive digital version of the course textbook that personalizes the reading experience based on how well students are learning the content. * Access to homework assignments, quizzes, syllabus, notes, reminders, and other important files for the course. * Progress dashboards that quickly show students how they are performing on assignments, with tips for improvement. * The option to purchase (for a small fee) a print version of the book. This binder-ready, loose-leaf version includes free shipping. Complete system requirements to use Connect can be found here: http://www.mheducation.com/highered/platforms/connect/training-support-students.html.

Author Biography

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. Mary W. Celsi is a Professor of Marketing at California State University, Long Beach. She has published research in several top journals, including Journal of Marketing, Journal of Consumer Research, Journal of Retailing, California Management Review, and Journal of the Academy of Marketing Science. She has expertise in qualitative and quantitative research methods. Her publications span a wide range of interests, from internal marketing to digital marketing and consumer culture theory. Her research has been cited more than 5,000 times in scholarly publications. Earned a B.A. in Psychology and Economic history from St. Marys 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 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).