the authors

Marko Sarstedt is a Professor of Marketing at the Otto-von-Guericke-University Magdeburg, Germany and Visiting Professor at the University of Newcastle, Australia. Prior to this, he worked as an Assistant Professor of Quantitative Methods in Marketing and Management at the Ludwig-Maximilians-University Munich. Marko’s main research interest is in the application and advancement of research methods to further the understanding of consumer behavior and to improve marketing decision making. His research has been published in journals such as Journal of Marketing Research, Journal of the Academy of Marketing Science, Organizational Research Methods, MIS Quarterly, Journal of Business Research, Journal of World Business and many more. According to the 2012 Handelsblatt Ranking, Marko is listed among the top 5 junior marketing researchers in Austria, Germany, and Switzerland.

Erik Mooi is a Senior Lecturer at University of Melbourne, Australia, and lectures at Aston Business School in the Uk. He has taught Market Research to bachelor, master, and PhD students for several years for the VU University Amsterdam, Aston Business School in the Uk, and EM Lyon in France. He has also served as a consultant for several companies in the Netherlands such as Air France-KLM. He is also an active researcher and has published amongst others in the Journal of Marketing and the Journal of Marketing Channels, while serving as a reviewer for the British Journal of Management, the Journal of Marketing, and the European Journal of Marketing.