Marketing research is useful to provide the necessary information to the decision makers. How to do it well and professionally? This book can help the marketing students, researchers and practitioners. The main objective is to share the research methodology with practical steps and examples. The authors hope to comprehensively cover the critical aspects of doing marketing research and practically include easy-to-understand examples. The suggested formats for writing a proposal, literature review, references, and report are included for quick reference. Besides, samples of proposal, questionnaire with cover letter, observation form and table of contents are also included. There are chapters on presentations of survey data, normality assessment, descriptive analyses and step-by-step demonstrations of various useful techniques for hypothesis testing. A specific case study on Hospital Service Quality is used to illustrate the methodological issues. The step-by-step demonstrations of the SPSS (Statistical Package for Social Sciences) applications are also included.

Instructor Biography

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.


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    12/01/2024 11:06:45

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    Comprehensive and practical, useful for marketing researchers and students.

    12/01/2024 11:06:20

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