Marketing Research Comprehensive Practical Second Edition

Voon Boo Ho , graduated from University of South Australia (Adelaide). He served in the banking industry for more than five years before joining the academia. He is a Professor of Marketing at Universiti Teknologi MARA Sarawak Branch and also the founding chief editor for International Journal of Service Management and Sustainability. Prof. Dr. Voon has taught courses such as Research Methodology (in English and Chinese), Economics, Marketing Research, Services Marketing, Consumer Behaviour, International usiness, and Channels Management at the Bachelor and Postgraduate levels. He teaches Research Methodology (with English and Chinese languages) to postgraduates from China. His book entitled Marketing Research: Comprehensive & Practical is used as a reference book in UiTM nationwide and his MyServEx and ServEx innovations had won him several international gold medals and awards. He has successfully supervised more than 100 research projects. Five of his doctoral candidates and more than 10 master candidates have graduated. Prof. Dr. Voon has completed many service and marketing research projects as well as published many academic papers in refereed journals and conference proceedings. His primary research interest concerns service management, value-chain, customer satisfaction, marketing research and sustainability. He has been invited as a Keynote Speaker and Guess Speaker in China, India, Japan, Cambodia and Malaysia. The Sarawak Government honoured him the PPB (Meritorious Service Medal) for his significant contributions to Sarawak.

Nagarajah Lee, resides in Kuala Lumpur. He holds a Doctorate in Quantitative Management from University of South Australia and Master of Education in Quantitative Methods from International Islamic University Malaysia. His first degree is from University of Malaya majoring in Biology and Statistics. He has published many papers in statistical modeling and application of statistical approach in decision making, as well as numerous books on quantitative methods. Prof. Dr. Lee has vast experience in education, has taught in various institutions of higher learning as well as being a consultant to many private colleges. He is an active researcher with National Higher Education Institute, a think-tank under the Ministry of Higher Education, Malaysia. His research interest is on testing and evaluation as well as literacy.