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MK 453 Marketing Research

Literature Review Assignement

From the MK 453 Assignment:
Conduct a Literature Review
—The research problem or objective needs to be situated within a context of other scholarship in the area(s). The literature review presents a discussion of the most important research and theoretical work relating to the research problem/objective. It addresses the following kinds of questions: What have others said about this area(s)? What theories address it and what do these say? What research has been done (or not done) previously? Are there consistent findings or do past studies disagree? Are there flaws or gaps in the previous research that your study would seek to remedy?

Scholarly Sources

Reading academic journal articles is a good way to examine some of the best writing by marketing scholars.  The following library databases aggregate content from the leading academic journals in business. Always limit your search to peer reviewed publications to ensure you find scholarly content.  

Consumers