2.4.1 Books

IESE library has many books on marketing and a number of titles specifically about carrying out market research. Marketing books are shelved at classmark 16, with market research at 16.40. A few useful titles are listed below; others can be found by searching the library catalogue:

16.40-CHU
Churchill Jr., Gilbert
Basic marketing research. 3rd ed.
Fort Worth: Dryden Press, 1996.
863 p.

16.40-HAG
Hague, Paul and Jackson, Peter
Do your own market research
London: Kogan Page, 1987.
249 p.

16.40-HAG
Hague, Paul and Jackson, Peter.
Marketing research in practice: a practitioner´s guide to effective applications and key strategies.
London: Kogan Page, 1992.
234 p.

16.40-INV
Miquel, Salvador et al.
Investigación de mercados.
Madrid: McGraw-Hill, 1997.
453 p.

Be aware that secondary information sources date quickly and specific sources and publications mentioned in these books may no longer exist. However, the books are still useful for guiding you through all aspects of the market research process.

2.4.2 Journal articles

There are many journals devoted to the subject of marketing research, its theory and application. The following databases, subscribed to by IESE library, contain articles from these kinds of journals:

• Business Source Premier (academic articles, as well as practitioner and industry articles)
• JSTOR (academic articles)
• ISI Web of Knowledge (academic articles – bibliographic information only)

You can access them from E-Resources page > Databases by alphabetical order .

Alternatively, here is a recent ranking of the top marketing journals (BAUERLY, R.J; JOHNSON, D.T. An evaluation of journals used in doctoral marketing programs.  Journal of the Academy of Marketing Science, vol 33, no 3, p. 313-329): 

1. Journal of Marketing (American Marketing Association)

2. Journal of Consumer Research (American Association for Public
Opinion Research)

3. Journal of Marketing Research (American Marketing Association)

4. Marketing Science (The Institute of Management Science and Operations Research Society of America)

5. Journal of the Academy of Marketing Science (not available electronically)

To access these titles, you just need to search the catalogue at http://unicornio.iese.edu/uhtbin/webcat  . Here you will find the location in the IESE library or the direct link to the e-journal or journal database.