MSRA Recommended List of Readings

  1. Marketing Research Explained – Guillermo Oliveto
  2. Market Research in Action – Mike Roe
  3. Marketing Research in a Marketing Environment – W.R. Dillon, T.J. Madden & N.H. Firtle
  4. Brand Failures, The truth about the 100 biggest branding mistakes of all time – Matt Haig
  5. True Professionalism: The courage to care about your people, your clients, and your career – David H. Maister
  6. Managing the Professional Service Firm – David H. Maister
  7. Zag, The #1 Strategy of High-Performing Brands – Marty Neumeier
  8. The Brand Gap – Marty Neumeier
  9. Questionnaire Design: How to plan, structure and write survey material for effective market research – Ian Brace
  10. Qualitative Data Analysis – Mathew B. Miles & A. Michael Huberman
  11. Marketing Research – Donald R. Cooper & Pamela S. Schindler
  12. Statistics For Management – Richard I. Lovin & David S. Rubin
  13. Social Science Research (Theory & Principles) – Dr. Abel Mugenda
  14. Research Methods: Qualitative & Quantitative Approaches – Dr. Olive and Abel Mugenda
  15. Africa Rising – Vijay Mahajan
  16. Market Research Handbook (5th Ed.) – ESOMAR
  17. Global Market Research 2008 – ESOMAR
  18. Market Research Best Practice: Visions for the future – ESOMAR
  19. The Hand book of Online and Social Media Research – Ray Poynter
  20. MSRA-GFK-7 workshops Trend (pdf, 34 pages, 2.3MB) – Jane Delorie & Margit Cleveland
  21. MSRA Code Of Ethics (pdf, 16 pages, 1.5MB) – MSRA
  22. Mobile Research Guidelines (ESOMAR)

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