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DDBA 8533 Seminar in Marketing Research: Welcome & Course Readings

Welcome to your course guide

Please find your required library readings below. If you have problems with the links below, please contact the Library. If you have APA questions about these materials, please contact the Writing Center.

DDBA 8533 Course Readings

After clicking on a citation below, enter your myWalden user name and password at the prompt.

Please Ask a Librarian if you have any questions about the links.


Andéhn, M., & L’Espoir Decosta, P. (2016). The variable nature of country-to-brand association and its impact on the strength of the country-of-origin effect. International Marketing Review, 33(6), 851–866. doi:10.1108/IMR-05-2015-0137

Bang, M., & Vossoughi, S. (2016). Participatory design research and educational justice: Studying learning and relations within social change making. Cognition and Instruction, 34(3), 173–193. doi:10.1080/07370008.2016.1181879

Carlson, J., Rosenberger, P. J., & Rahman, M. M. (2015). Cultivating group-oriented travel behaviour to major events: Assessing the importance of customer-perceived value, enduring event involvement and attitude towards the host destination. Journal of Marketing Management, 31(9-10), 1065–1089. doi:10.1080/0267257X.2015.1035309

Crimmins, G. (2016). A reflection on a humanistic approach to narrative inquiry into the lived experience of women casual academics. Reflective Practice, 17(4), 483–494. doi:10.1080/14623943.2016.1175342

Cuiqing, J., Yao, L., Yong, D., Kun, L., & Rui, D. (2017). Capturing helpful reviews from social media for product quality improvement: a multi-class classification approach. International Journal of Production Research, 55(12), 3528–3541. doi:10.1080/00207543.2017.1304664

Deshpande, R. (1983). “Paradigms lost”: On theory and method in research in marketing. Journal of Marketing, 47(4), 101–110. Retrieved from

Dubuisson-Quellier, S. (2013). A market mediation strategy: How social movements seek to change firms’ practices by promoting new principles of product valuation. Organization Studies, 34(5-6), 683–703. doi:10.1177/0170840613479227

Fraser-Mackenzie, P., Sung, M.-C., & Johnson, J. E. V. (2014). Toward an understanding of the influence of cultural background and domain experience on the effects of risk-pricing formats on risk perception. Risk Analysis: An International Journal, 34(10), 1846–1869. doi:10.1111/risa.12210

Fuchs, C. (2017). From digital positivism and administrative big data analytics towards critical digital and social media research! European Journal of Communication, 32(1), 37–49. doi:10.1177/0267323116682804

George, N. M., Parida, V., Lahti, T., & Wincent, J. (2016). A systematic literature review of entrepreneurial opportunity recognition: Insights on influencing factors. International Entrepreneurship and Management Journal, 12(2), 309–350. doi:10.1007/s11365-014-0347-y

Gligor, D. M., Esmark, C. L., & Gölgeci, I. (2016). Building international business theory: A grounded theory approach. Journal of International Business Studies, 47(1), 93–111. doi:10.1057/jibs.2015.35

Gore, J., Flin, R., Stanton, N., & Wong, B. L. W. (2015). Applications for naturalistic decision-making. Journal of Occupational & Organizational Psychology, 88(2), 223–230. doi:10.1111/joop.12121

Halldórsson, Á., Hsuan, J., & Kotzab, H. (2015). Complementary theories to supply chain management revisited—from borrowing theories to theorizing. Supply Chain Management: An International Journal, 20(6), 574–586. doi:10.1108/SCM-06-2015-0228

Hearn, J., & Hein, W. (2015). Reframing gender and feminist knowledge construction in marketing and consumer research: Missing feminisms and the case of men and masculinities. Journal of Marketing Management, 31(15–16), 1626–1651. doi:10.1080/0267257X.2015.1068835

Hewege, C. R., & Perera, L. C. R. (2013). In search of alternative research methods in marketing: Insights from Layder's adaptive theory methodology. Contemporary Management Research, 9(3), 343–360. doi:10.7903/cmr.9978

Høgevold, N. M., Svensson, G., Klopper, H. B., Wagner, B., Valera, J. C. S., Padin, C., Ferro, C., & Petzer, D. (2015). A triple bottom line construct and reasons for implementing sustainable business practices in companies and their business networks. Corporate Governance, 15(4), 427–443. doi:10.1108/CG-11-2014-0134

Hu, N., Pavlou, P. A., & Zhang, J. (2017). On self-selection biases in online product reviews. MIS Quarterly, 41(2), 449–A17. Retrieved from

Karjaluoto, H., Mustonen, N., & Ulkuniemi, P. (2015). The role of digital channels in industrial marketing communications. Journal of Business & Industrial Marketing, 30(6), 703–710. doi:10.1108/JBIM-04-2013-0092

Kostyra, D. S., Reiner, J., Natter, M., & Klapper, D. (2016). Decomposing the effects of online customer reviews on brand, price, and product attributes. International Journal of Research In Marketing, 33(1), 11–26. doi:10.1016/j.ijresmar.2014.12.004

Kuo, H.-C., & Nakhata, C. (2016). Price promotions and products with low consumer ratings. Journal of Consumer Marketing, 33(7), 517–527. doi:10.1108/JCM-04-2016-1767

Lozowski, D. (2015). Incorporating social media at work. Chemical Engineering, 122(7), 5. Retrieved from

Minnema, A., Bijmolt, T. H. A., Gensler, S., & Wiesel, T. (2016). To keep or not to keep: Effects of online customer reviews on product returns. Journal of Retailing, 92(3), 253–267. doi:10.1016/j.jretai.2016.03.001

Morosan, C., Bowen, J. T., & Atwood, M. (2014). The evolution of marketing research. International Journal of Contemporary Hospitality Management, 26(5), 706–726. doi:10.1108/IJCHM-11-2013-0515

Narula, S. A., & Desore, A. (2016). Framing green consumer behaviour research: Opportunities and challenges. Social Responsibility Journal, 12(1), 1–22. doi:10.1108/SRJ-08-2014-0112

Nejad, M. G., Sherrell, D. L., & Babakus, E. (2014). Influentials and influence mechanisms in new product diffusion: An integrative review. Journal of Marketing Theory & Practice, 22(2), 185–207. doi:10.2753/MTP1069-6679220212

Noble, H., & Smith, J. (2015). Issues of validity and reliability in qualitative research. Evidence Based Nursing, 18(2), 34–35. doi:10.1136/eb-2015-102054

Papakosmas, M. F., Noble, G., & Glynn, J. (2012). Organization-based social marketing: An alternative approach for organizations adopting sustainable business practices. Social Marketing Quarterly, 18(2), 87–97. doi:10.1177/1524500412450487

Rugova, B., & Prenaj, B. (2016). Social media as marketing tool for SMEs: Opportunities and challenges. Academic Journal of Business, Administration, Law and Social Sciences, 2(3), 85–97. Retrieved from

Ryan, P. (2015). Positivism: paradigm or culture? Policy Studies, 36(4), 417–433. doi:10.1080/01442872.2015.1073246

Salminen, R. T., Oinonen, M., & Haimala, J. (2014). Managerial implications in solution business studies: Analysis of type of relevance addressed. Journal of Business & Industrial Marketing, 29(7/8), 562–573. doi:10.1108/JBIM-09-2013-0197

Thorbjørnsen, H., Dahlén, M., & Lee, Y. H. (2016). The effect of new product preannouncements on the evaluation of other brand products. Journal of Product Innovation Management, 33(3), 342–355. doi:10.1111/jpim.12280

Tsekouras, D. (2017). The effect of rating scale design on extreme response tendency in consumer product ratings. International Journal of Electronic Commerce, 21(2), 270–296. doi:10.1080/10864415.2016.1234290

Voss, K. E., & Mohan, M. (2016). Corporate brand effects in brand alliances. Journal of Business Research, 69(10), 4177–4184. doi:10.1016/j.jbusres.2016.03.007

Wang, H., Yin, P., Zheng, L., & Liu, J. N. K. (2014). Sentiment classification of online reviews: Using sentence-based language model. Journal of Experimental & Theoretical Artificial Intelligence, 26(1), 13–31. doi:10.1080/0952813X.2013.782352

Watson, T. (2015, May/June). Why mining product reviews should be on retailers’ radar. Ivey Business Journal, 2–3. Retrieved from

Yang, C.-S., Chen, C.-H., & Chang, P.-C. (2015). Harnessing consumer reviews for marketing intelligence: A domain-adapted sentiment classification approach. Information Systems & E-Business Management, 13(3), 403–419. doi:10.1007/s10257-014-0266-z

Other Readings

Optional or supplemental readings may or may not be available in the library. Find further information about optional readings here.

If you have questions about your required course textbooks, please contact Customer Care at