LibGuides: MKT460: Module 3

Module 3 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 5 and 6
Maison, D. (2019). Qualitative marketing research: Understanding consumer behavior. Routledge.
Once the research design is determined, it is imperative that the researcher craft questions that will enable the most accurate responses and analysis. The more comprehensive the research is, the more variables can be revealed, and the more robust can be the final report. Clients tend to rely heavily on these insights in order to help them forecast or project their next marketing objective.

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

Article: Developing an Alcohol and Other Drug Serious Game for Adolescents: Considerations for Improving Student Engagement

Article: Factors Influencing Refugees' Willingness to Accept COVID-19 Vaccines in Greater Sydney: A Qualitative Study

Video: About Dr. Rapaille
Clotaire, R. (2003). About Dr. Rapaille [Video]. YouTube. https://www.youtube.com/watch?v=BVIMs9NQZiw
In this video, you will meet Dr. Rapaille, learn of his background and the rational of his theory of the Reptilian brain.

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