Dr Naresh K. Malhotra is Regents' Professor, DuPree College of Management, Georgia Institute of Technology. In addition to teaching marketing research he has consulted for business, non-profit, and government organisations in the United States and abroad. Dr David F. Birks is a Lecturer in the School of Management at the University of Bath. He teaches marketing research and management research on undergraduate, taught postgraduate and research degree programmes. David has designed and managed many marketing research projects for financial institutions, retailers, industrial organisations, local authorities and charities.