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MKT634

Module 2 Required Resources

Textbook

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 

Module 4 Videos