LibGuides: MKT460: Module 2

Module 2 Required Resources

Your course textbook can be accessed via the DART eBook link in the Getting Started module.

Your course requires a textbook that must be purchased from the NU Bookstore or any other resource of your choosing (for example, on Amazon).

Textbook: Qualitative Marketing Research: Understanding Consumer Behavior
Read Chapters 3-4
Maison, D. (2019). Qualitative marketing research: Understanding consumer behavior. Routledge.
Identifying marketing strategies and research methods that discover the influences of consumer behavior that seek to accomplish an organization’s competitive edge. Qualitative research enables a researcher to uncover the key driving factors that influence consumers’ decisions to purchase or agree to an organization's product, service, or idea.
Effective market research by qualitative design can be a very complex process. Applications of these designs must be reviewed and understood to determine the best application for the best-intended outcome.

Qualitative Marketing Research by Dominika Maison
ISBN: 9781138607767
Publication Date: 2018-09-27

Article: Coping Strategies of Individuals in the United Kingdom During the COVID-19 Pandemic

Book: The Culture Code: An Ingenious Way to Understand Why People Around the World Buy and Live as They Do
Rapaille, C. (2006). The culture code: An ingenious way to understand why people around the world buy and live as they do. New York: Broadway Books
DNA makes a creature human, but what makes him an American? Is there a "culture code" that programs us to become German, or Japanese, or French? Dr. Clotaire Rapaille believes there is such a code, a silent system of archetypes that we unconsciously acquire as we grow up within our culture.
Book: The Routledge Companion to Marketing Research
Book: Marketing Research: Fundamentals, Process, and Implications