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MKMC: Weekly Readings MKMC 426

Click on the course tabs below for resources relevant to that course.

Week One

Required Reading and Research 

  1. Video - Marketing Briefs: What is Market Research?  (Libguide)
  2. Video: Market Research Process. (Libguide)
  3. Video – 5 Invaluable Sites for Market Research (Libguide)
  4. Read Kotler and Keller Chps. 3 and 4
  5. View Kotler and Keller Chps.3 and 4 PowerPoint found in the Week 1 Assignments folder.
  6. Wenzel, A. M. (2012). Entrepreneur's Guide to Market Research. Ch. 4.  (Libguide)

Additional Reading and Research

  1. Sontakki, C. (2010). Marketing Research. Ch. 1 & 8 pp. 1-33 & 137-157. Mumbai, IND: Himalaya Publishing House. (Libguide)  
  2. McCullough, P. (2012). The Roles and Goals of Marketing: Research: Where we've been and where we're heading - Marketing Research. Summer 2012, Vol. 24 Issue 2, p28-29.(Libguide)
  3. Rabinovich, E., & Cheon, S. (2011), Expanding Horizons and Deepening Understanding via the Use of Secondary Data Sources Journal of Business Logistics. 2011, Vol. 32 Issue 4, p303-316.(Libguide) 
  4. Wenzel, A. M. (2012). Entrepreneur's Guide to Market Research. Ch. 1-3. (Libguide)

Week Two

Required Reading and Research

  1. Video: Comparing Primary and Secondary Data. (Libguide) 
  2. Kotler and Keller Ch.3 PowerPoint found in the Week 2 Assignments folder.
  3. Kotler and Keller’s 2012 Marketing Management the 14th Ed. Ch. 3, pp. 66-96
  4. Research Ethics,  by David B. Resnik, J.D., Ph.D. National Institute of Environmental Health Science website (Libguide)
  5. Ferrell, O. C., Hartline, M. D., & McDaniel, S. W. (1998). Codes of ethics among corporate research departments, marketing research firms, and data subcontractors: An examination of a three-communities metaphor. Journal of Business Ethics,17(5), 503-516. (Libguide)
  6. Animated Mean Center of Population for the United States: 1790 to 2010  U S. Census website

Additional Reading and Research

  1. Sontakki, C. (2010). Marketing Research.. Ch. 2 & 4 on p.34-42 & 55-64. Mumbai, IND: Himalaya Publishing House.(LibGuide)
  2. Markova, G., Perry, J., & Farmer, S. M.  Its’ all about the data: Challenge and solutions in the study of Nascent entrepreneurs Journal of Developmental Entrepreneurship. Jun2011, Vol. 16 Issue 2, p169-198. (Libguide)

Week Three

Required Reading and Research

  1. Video: How to Conduct Market Research (LibGuide)
  2. Video – How to Write a Survey or Questionnaire (Libguide) 
  3. Mica, A.C., et al  Guest Editorial: The Shape of Marketing Research in 2021. Journal of Advertising Research. Mar2011, Vol. 51 Issue 1, p213-221
  4. Sontakki, C. (2010). Marketing Research.. Ch. 8 on pp. 137-157. Mumbai, IND: Himalaya Publishing House.(Libguide)
  5. Wenzel, A. M. (2012). Entrepreneur's Guide to Market Research. Westport, CT, USA: ABC-CLIO. Ch. 5-6.  (Libguide)

Additional Reading and Research

  1. Rowley, Jennifer, Evidence-based marketingInternational Journal of Market Research. 2012, Vol. 54 Issue 4, p521-541. (LibGuide)

Week Four

Required Reading and Research

  1. VideoMarket Research Techniques and Tools or open another window and search for topic/video. (Libguide)
  2. Sontakki, C. (2010).  Marketing Research.. Ch. 9  pp. 158-173. and  Ch 4 pp. 55-64, Mumbai, IND: Himalaya Publishing House.  (Libguide)
  3. Sarabdeen, Jawahitha.  Legal Risks in Social Media Marketing  International Journal of e-Education, e-Business, e-Management and e-Learning 4.3 (Jun 2014): 218-223. (Libguide) 
  4. Robbins, C.  Marketing by fact  ImageSource16.2 (Feb 2014): 22-23. (Libguide)
  5. Wenzel, A. M. (2012). Entrepreneur's Guide to Market Research, Ch. 7-8, pp. 87-117, Westport, CT, USA: ABC-CLIO. (Libguide)

Week Five

Required Reading and Research 

  1. Video: Future of Marketing Research (Libguide)
  2. Video: Market Research (4:11). From: What Is Marketing? The Basics and Beyond  (LibGuide)
  3. Durham, Catherine A.  Principles of principal component analysisJournal of Food Distribution Research. Mar2010, Vol. 41 Issue 1, p35-39. (LibGuide)
  4. Ch. 9-11, pp. 117-163 in Wenzel, A. M. (2012).Entrepreneur's Guide to Market Research. Westport, CT, USA: ABC-CLIO. (Libguide)

Week Six

Required Reading and Research:

  1. Sontakki, C. (2010). Marketing Research. Ch. 13 & 14 on pp. 240-280. Mumbai, IND: Himalaya Publishing House. (Libguide)
  2. Video: Post-Market Monitoring and Research (04:22 min). From: Marketing a Car: A Business Marketing Case Study
  3. Micu, A. C. et al.  Guest Editorial: The Shape of Marketing Research in 2021Journal of Advertising Research. Mar2011, Vol. 51 Issue 1, p213-221.. (Libguide) 
  4. Rowley, J.  Evidence-based marketing. International Journal of Market Research. 2012, Vol. 54 Issue 4, p521-541. (Libguide)

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