NMSU professor co-authors market research book for ‘Dummies’

April 20, 2010 by Justin Bannister NMSU NewsCenter

Michael Hyman, marketing professor at New Mexico State University, will serve as the Stan Fulton Chair in Marketing at NMSU’s College of Business. (NMSU Photo by Darren Phillips)

NMSU professor Michael Hyman is the co-author of “Marketing Research Kit for Dummies.” (NMSU photo by Darren Phillips)

Market research is an important tool for businesses large and small. The problem is not everyone understands how market research really works. That’s why New Mexico State University professor Michael Hyman has co-written “Marketing Research Kit for Dummies,” the latest in the popular line of “Dummies” books.

“I greatly appreciated the opportunity to explain marketing research to a public beyond our undergraduate and graduate students,” Hyman said. “When you write a ‘Dummies’ book, you really need to follow their rules to make sure everyone understands what you are writing. There’s no jargon. I couldn’t go over 368 pages. They also make sure the person editing the book knows nothing about the topic.”

Hyman co-wrote the book with Jeremy Sierra, a former Ph.D. student at NMSU and current assistant professor at Texas State University-San Marcos. The two submitted their proposal last spring and had the project completed five months later. Hyman said the book is largely based on an undergraduate marketing course he teaches.

“The one truly different aspect of the writing task was the addition of humor,” Hyman said. “Scholarly journal articles tend to be humorless. ‘Dummies’ books have an irreverent style that entails the use of humor to make the books more fun for a lay audience. Although neither of us is a stand-up comedian, Jeremy and I often use humor in our lectures—some folks with low humor standards think I’m funny—so the writing stretch for us was to incorporate silly yet memorable examples without distracting from the meaningful content.”

Hyman said interest in the book’s topic might be driven by the current state of the economy. Many small businesses need marketing research to aid in decision-making, but are unable to hire marketing research firms. He said the book might also be useful for university instructors looking for supplemental texts.

“Marketing professors are always looking for live projects,” Hyman said. “I was hoping this book would encourage small business owners to contact their local college or university for assistance. I also hope the book informs them enough about marketing research to help them make the most out of the assistance they receive.”

Hyman is the Stan Fulton Chair in Business at NMSU’s College of Business. He earned his Ph.D. at Purdue University and taught at the University of Houston and the University of North Texas before joining the NMSU faculty in 1993. This is Hyman’s first book. He has authored more than 100 published scholarly papers and is a current member of nine journal editorial review boards. His research interests include consumers’ response to advertising, marketing ethics, survey research methods and knowledge acquisition in academia.

The book is available at Barnesandnoble.com, Amazon.com and other bookstores nationwide.

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