Cost vs credibility: the student sample trap in business research

Dr John B. Ford, professor of marketing and international business and eminent scholar earned his doctoral degree from the University of Georgia. His research interests are in the areas of international advertising strategy, consumer reaction to advertising exposure, cross-cultural marketing research issues and non-profit donor behavior. He has presented seminars in many different countries on global advertising strategy, cultural mistakes and how to correct them, sensitivity to different cultures in the workplace and what makes people give to charitable organizations. He has worked with many area non-profit businesses to develop viable strategic plans. He is the Director of the PhD program in business administration for the Strome College of Business. He is also presently serving as the Executive Editor (North America) for the Journal of Advertising Research. He has published numerous articles in scholarly journals including Journal of the Academy of Marketing Science, Journal of Advertising, Journal of Advertising Research, Journal of Business Research, Journal of International Marketing and International Marketing Review, among a number of others. Dr Ford has published two textbooks, Strategic Marketing: Creating Competitive Advantage, 3rd edition, 2016, Oxford University Press (co-authored with Douglas West and Essam Ibrahim) and Sales Management: A Global Perspective, 2003, Routledge Press (co-authored with Earl Honeycutt and Antonis Simintiras) and is the author of numerous book chapters. His industry experience before completing his PhD was in management consulting (mergers and acquisitions), executive recruiting, international sales management, bank investment officer and stock brokerage sales and municipal bond market analysis.