This book delivers current marketing research topics and tools that marketers need to succeed.
The authors' years of experience in real-world marketing research is evident throughout, …

The second edition provides significantly new and expanded content on a number of marketing
research topics that were covered in the first edition. Given all the positive comments and …

The role of marketing is evolving rapidly, and design and analysis methods used by marketing
researchers are also changing. These changes are emerging from transformations in …

A behavior-based scale is developed that assesses a retail salesperson's performance on
relevant selling activities rather than determinants of performance. The scale-development …

Purpose The purpose of this paper is to study how repeat customers utilize their established
overall restaurant brand image (ORBI), overall restaurant loyalty, satisfaction and behavioral …

The article discusses various complex and interrelated quality issues mediating reviewers'
expectations and standards. Authors must meet or exceed reviewers' and editors' …

The article focuses on demonstrating how importance-performance analysis can serve as
an easily applied technique for reducing the difficulties in translating faculty-course …

Corroboration of empirical insights is critical to theory development, developing generalizations
from empirical findings, verifying the validity and reliability of findings, delimiting the …

With the recent introduction of numerous technology-based discontinuous innovations in
consumer markets, it is not surprising to find the failure rate among this type of innovation …

The current research investigates three legendary beliefs related to sample definition and
the selection of contextual target populations: the representativeness of samples, the …