International Marketing Research
Offering a sound theoretical base supported by relevant and current examples, this practical, detailed, and well-documented guide takes students through all phases of developing and conducting international marketing research. *The most current information available on research methodologies. *Assists students to develop effective strategies to thrive in the global marketplace. *Examples and references: From ongoing international marketing research and international business research projects. *Makes students aware of both broad and specific issues related to IMR. *Aids student researchers in conducting studies in an international market. *The latest computer technology and resources toward developing effective, state-of-the-art research methods. *Introduces students to the research tools.
- Hardback | 480 pages
- 184.9 x 243.3 x 23.1mm | 915.67g
- 01 Sep 1999
- Pearson Education (US)
- United States
Table of contents
PART I. SECTION I. 1. The Nature and Scope of International Market Research. 2. Marketing Research in the International Environment. 3. International Marketing Research Process. SECTION II. 4. Preliminary Stages of International Marketing Research Process. 5. Secondary Data Research. 6. Marketing Research on the Internet. 7. Primary Research. 8. Qualitative and Observational Research. 9. Survey Research. 10. Scale Development. 11. Questionnaire Design. 12. Sampling. SECTION III. 13. Simple Data Analysis. 14. Advanced Data Analysis. 15. Mutlivariate Data Analysis. 16. Presenting the Results. PART II. SECTION IV. 17. Asia-Pacific. 18. Europe. 19. Latin America. 20. Middle East and Africa. 21. North America. SECTION V. 22. The Future of International Marketing Research. Cases. Appendix. Glossary. Index.