Marketing Research

Part 1: The Role and Value of Marketing Research
Chapter 1: Marketing Research and Managerial Decision Making
Chapter 2: Overview of the Research Process and Research Proposals
Chapter 3: Information Driven Technology and the Research Process
Chapter 4: Market Intelligence and Database Research
Part 2: Designing Marketing Research Projects
Chapter 5: Secondary Research: Designs, Searches and Sources
Chapter 6: Exploratory Research using Qualitative and Observation Methods
Chapter 7: Analyzing and Reporting Qualitative Research
Chapter 8: Descriptive Research Designs Using Surveys
Chapter 9: Causal Research Designs and Test Markets
Part 3: Designing and Conducting Surveys
Chapter 10 Sampling: Theories, Designs, and Plans
Chapter 11: Overview Measurement: Construct Development and Scaling
Chapter 12: Advanced Measurement Designs for Survey Research
Chapter 13: Questionnaire Designs: Concepts and Issues
Part 4: Data Preparation, Analysis, and Reporting Results
Chapter 14: Preparing Survey Data for Analysis
Chapter 15: Data Analysis: Testing for Significant Differences
Chapter 16: Data Analysis: Testing for Associations
Chapter 17: Overview of Multivariate Analysis Methods
Chapter 18: Preparing and Presenting Marketing Research Reports

Joseph F. Hair previously held the Alvin C. Copeland Endowed Chair of Franchising and was Director, Entrepreneurship Institute, Louisiana State University. Hair also held the Phil B. Hardin Chair of Marketing at the University of Mississippi. He has taught graduate and undergraduate marketing and marketing research courses. A member of the American Marketing Association, Academy of Marketing Science, Southern Marketing Association, and Southwestern Marketing Association, Hair has authored 40 books, monographs, and cases and over 70 articles in scholarly journals. He serves on the editorial review boards of several journals and was the 2004 recipient of the Academy of Marketing Science Excellence in Teaching Award and the 2007 Innovative Marketer of the Year Award by the Marketing Management Association. Hair serves as a consultant to many businesses.