MBA Portfolio‎ > ‎Course Sequence‎ > ‎

Marketing Research (BUSI 614)

  • Discussion Board Forums (2)
    The forums led me to explore the following topics:
  • Quantitative Research Assignments (7)
    The assignments led me to explore the following topics:
    • Banking Industry; Survey Questions
    • Athletic Shoe Industry; Research Questions; Survey/Focus Group Questions
    • Cronbach’s Alpha (SPSS)
    • Automobile Industry; Survey Questions Based on Ordinal, Interval, and Ratio Scales
    • Recoding of Variables (SPSS); Frequency Distributions (SPSS); etc.
    • Cross-Tabs (SPSS); t-Tests (SPSS); etc.
    • Multiple Regression (SPSS); Discriminant Analysis (SPSS); Principal Components Analysis (SPSS); etc.
Malhotra, N. K. (2011). Marketing research (custom). Upper Saddle River, NJ: Pearson.

Influential Readings
  • Making Sense of Cronbach's Alpha
  • Calculating, Interpreting, and Reporting Cronbach's Alpha Reliability Coefficient for Likert-Type Scales
  • Does Marketing Research Suffer from Methods Myopia?
  • Toward a Biblical Market Orientation: Initiating a Scriptural Analysis of a Business Philosophy
  • St Paul as Sales Strategist: An Essay Commemorating the Years of St Paul, 2008/2009
  • History of Qualitative Research Methods in Marketing
  • The Use and Effectiveness of Codes of Ethics - A Literature Review
  • Eight Contemporary Trends in the Market Research Industry
  • Methods of Market Research

For full publication details, see items with the busi614 tag in my CiteULike bibliography.