LibGuides: MKT460: Module 4

Module 4 Required Resources

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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 7-8
Maison, D. (2019). Qualitative marketing research: Understanding consumer behavior. Routledge.
Implementing a successful research study group includes the ability to effectively measure the responses in order to report credible outcomes. Companies rely on these reports to help guide them in finding current as well as future solutions for their products in the marketplace.

Qualitative Marketing Research by Dominika Maison
ISBN: 9781138607767

Publication Date: 2018-09-27

Article: The Hunt for Treasures, Bargains, and Individuality in Pre-Loved Luxury

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