Your course textbook can be accessed via the DART eBook link in the Getting Started module.
Textbook: Marketing Research: An Applied Orientation
Malhotra, N. K. (2021). Marketing research: An applied orientation (7th ed.). Pearson.
Read the following chapters:
Chapter 5 Exploratory Research Design: Qualitative Research
Chapter 6 Descriptive Research Design: Survey and Observation
Chapter 8 Measurement and Scaling: Fundamentals and Comparative Scaling
Chapter 9 Measurement and Scaling: Noncomparative Scaling Techniques
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