Required Texts:

This semester, a new executive research text is being prepared and will be distributed electronically, or downloaded from:

http://marketing.byu.edu/download/marketingresearch/

Readings are based on the book:

Fundamentals of Marketing Research, 2005
Scott M. Smith and Gerald S. Albaum
Sage Publications (http://www.sagepub.com/smith)

Near new copies of the full text (900 pages) are available through half.com and amazon.com.

On-Line Readings:

Draft Client Engagement Letter

Lecture Readings 1 and 2

Handbook of Marketing Research Chapter 8:
Advanced Techniques and Technologies in Online Research

Handbook of Marketing Research Chapter 11:
Basic Data Analysis

Statistical Tool Selection Guide