Page 20 - FSH / MKT 3810 Market Research

FALL TERM 2024 • MARKET RESEARCH • FSH / MKT 3810 SECTION 25
Alison M. Wolfe, MBA, MS, PhD, Professor

REQUIRED TEXTBOOK & SUGGESTED EDUCATIONAL MATERIALS

1. Textbook: Hair, J.F, Ortinau, D., & Harrison, D.E. (2024). Essentials of marketing research (6th Ed.), New York,
New York: McGraw Hill Education.

ISBN10: 1265794960 | ISBN13: 9781265794965

th
2. Book Club: Beall, A.E. (2022). Strategic Market Research: A guide to conducting research that drives businesses (4
edition). Chicago IL: Anne Beall Research Self Publication.
ISBN-13: 979-8- 9858884-4-7

3. Access to the Internet, CANVAS®, email, and a variety of software programs, e.g., Microsoft Office®,
PowerPoint®, and Excel®.

4. Supplemental educational materials: websites, video-cases, research publications, news articles and resources may be
distributed and used in the class.

AMW ❖ FALL 2024 TERM I ❖ 09.03.2024 ❖ Page 20 of 86 ❖