Skip to Main Content

MKT634

Module 1 Required Resources

Textbook

Access your textbook via the Bookshelf tab in the top navigation bar of your course. 

Textbook: Marketing Research: An Applied Orientation 

  • Malhotra, N. K. (2021). Marketing research: An applied orientation (7th ed.). Pearson. 

  • Read the following chapters: 

    • Chapter 1 Introduction to Marketing Research

    • Chapter 2 Defining the Marketing Research Problem and Developing an Approach 

    • Chapter 3 Research Design 

    • Chapter 4 Exploratory Research Design: Secondary and Syndicated Data 

Module 1 Videos