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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.
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