Philip
Gendall
Philip Gendall is Professor
of Marketing and Head of the
Department of Marketing at
Massey University,
New Zealand. His
research interests include research
methodology, specifically question
wording and questionnaire design, and
social and regulatory issues in marketing. He represents
New Zealand
in the International Social Survey Programme. Professor Gendall's
work has appeared in several
journals including the European Journal
of Marketing, International Journal of Market Research, Journal of Product
and Brand Management, and the International Journal of Advertising,
among others.