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MKTG 303 Market Research : Reading list

MKTG 303 Marketing Research

Department: BSc Business management & BSc Accounting & Finance
Module Description: This module aims to provide students with a fundamental understanding of market research concepts that range from undertaking a marketing research project to analysing the data arising from the implementation of the project. Real life examples are given to improve knowledge and understanding of marketing research concepts.

Module text(s)

  • McDaniel, C. (2021). Marketing research essentials. 9th edn. Toronto: John Wiley & Sons Canada.

  • Nunan, D., Birks, D. F. and Malhotra, N. K. (2020). Marketing research : applied insight. 6th edn. Harlow, United KIngdom: Pearson.

Recommended readings

  • Brown, T. J., Suter, T. A. and Churchill, G. A. (2018). Basic marketing research: customer insights and managerial action. 9th edn.
  • Chisnall, P. M. (2005). Marketing research. 7th edn. London: McGraw-Hill.
  • Malhotra, N. K. (2014). Basic marketing research. 4th edn. Harlow: Pearson Education Limited.
  • Wright, L. T. and Crimp, M. (2006). The marketing research process. 5th edn. Harlow: Financial Times Prentice Hall.

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