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MKT634

Module 3 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 10 Questionnaire and Form Design 

    • Chapter 11 Sampling: Design and Procedures 

    • Chapter 12 Sampling: Final and Initial Sample Size Determination 

    • Chapter 14 Data Preparation 

Module 3 Videos