COM615

Kolb, B. M. (2021). Absolute essentials of marketing research. Taylor & Francis Group.
Practical, concise and easy-to-read text with content that includes the marketing research process, developing research questions and hypotheses, conducting qualitative and quantitative research, and analyzing results.

• Read Chapter 1: Understanding the Research Process.
• Read Chapter 2: Developing a hypothesis and research question.
• Read Chapter 3: Conducting secondary research.

National University Academic Success Center. Qualitative Research Questions. https://resources.nu.edu/researchtools/qualitativeresearchquestions
Learners will appreciate the overview of a qualitative research question, complete with examples of ineffective and effective questions.

National University Academic Success Center. Quantitative Research Questions. https://resources.nu.edu/researchtools/quantitativequestions
Learners will appreciate the short video on the five components of a research question and the linked handout. Especially useful overview of a quantitative research question, complete with examples.

Kaltura. (n.d.) Kaltura Capture - Recording Options.
This webpage provides additional information on how to use Kaltura for audio recordings.