Joseph F. Hair Jr. - ISE Essentials of Marketing Research (ISE HED IRWIN MARKETING)

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Essentials of Marketing Research

Fifth Edition

Joseph F. Hair, Jr.

University of South Alabama

David J. Ortinau

University of South Florida

Dana E. Harrison

East Tennessee State University

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ESSENTIALS OF MARKETING RESEARCH

Published by McGraw-Hill Education, 2 Penn Plaza, New York, NY 10121. Copyright 2021 by McGraw-Hill Education. All rights reserved. Printed in the United States of America. No part of this publication may be reproduced or distributed in any form or by any means, or stored in a database or retrieval system, without the prior written consent of McGraw-Hill Education, including, but not limited to, in any network or other electronic storage or transmission, or broadcast for distance learning.

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ISBN 978-1-260-57578-1

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Dedication

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About the Authors

Joseph F. Hair , Jr. is Professor of Marketing and the Cleverdon Chair of Business at the University of South Alabama, and Director of the DBA degree program in the Mitchell College of Business. He formerly held the Copeland Endowed Chair of Entrepreneurship at Louisiana State University. In 2018, 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 160,000. He has published more than 60 books, including market leaders Multivariate Data Analysis, 8th edition, Cengage Learning, UK, 2019, which has been cited more than 125,000 times; Marketing Research, 5th edition, McGraw-Hill/Irwin, 2017; 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), 2nd edition, Sage, 2017; and Essentials of Business Research Methods, 4th edition, Routledge, 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 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 of Marketing at the University of South Florida (USF). His Ph.D. 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 page v and Practice, Journal of Healthcare Marketing, Journal of Services Marketing, Journal of Marketing Education, and others. He is a co-author of marketing research textbooks titled Marketing Research: In a Digital Information Environment, 4th edition (2009), as well as guest co-editor 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 E. Harrison is a Stanley P. Williams Faculty Fellow, and an Assistant Professor of Marketing at East Tennessee State University. Prior to her work in academia, Dr. Harrison spent many years assisting software companies in the areas of marketing and sales management. Her scholarly research has been published in journals such as the