International Marketing Research
3. Edition March 2005
524 Pages, Softcover
Textbook
Short Description
The Third Edition of International Marketing Research is completely updated to reflect changes in both the structure and practice of international marketing research. Industry consolidation of research firms has accelerated as they strive to better serve global clients. The Internet has burst on to the scene as an alternative way to gather information and conduct surveys rapidly. Increasingly research is being conducted in developing countries as firms expand operations into markets such as India and China. The coverage of research in developing markets has been expanded in the third edition. In addition, to all the updates and changes, a chapter has been added that deals with conceptual and methodological issues in designing and executing research.
The third edition of International Marketing Research is completely updated to reflect changes in both the structure and practice of international marketing research. Industry consolidation of research firms has accelerated as they strive to better serve global clients. The Internet has burst on to the scene as an alternative way to gather information and conduct surveys rapidly. Increasingly research is being conducted in developing countries as firms expand operations into markets such as India and China. The coverage of research in developing markets has been expanded in the third edition. In addition, to all the updates and changes, a chapter has been added that deals with conceptual and methodological issues in designing and executing research.
* A complete guide to modern international marketing research techniques by two pioneers in the field.
* Authoritative coverage of all the latest electronic research techniques.
* Designing International Marketing Research
* Secondary Data Sources
* Uses of Secondary Data
* Structuring Primary Data Collection
* Establishing Comparability of Multi-country Data
* Non-Survey Data Collection Techniques
* Survey Research: Instrument Design
* Sampling and Data Collection Procedures
* Multi-Country Scale Development
* Analysis of Multi-Country Data
* Assessing Differences in the Structure of Variables
* The International Marketing Information System
* Challenges Facing International Marketing Researchers
* Future Directions in International Marketing Research
Susan P. Douglas is the Paganelli-Bull Professor of Marketing and International Business at New York University's Stern School of Business. She received her Ph.D from the University of Pennsylvania. Prior to joining New York University, Professor Douglas taught at centre HEC, Jouy-en-Josas, France and was a faculty member of the European Institute for Advanced Studies in Management in Brussels.
