International Marketing Research / Edition 1

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Overview

Offering a sound theoretical base supported by relevant and current examples, this practical, detailed, and well-documented guide takes readers through all phases of developing and conducting international marketing research - from analyzing the nature and scope of the research, to the preliminary stages, gathering data, designing the questionnaires, sampling, analyzing the data, and more - plus includes numerous country-specific examples and provides valuable training in using the Internet for research purposes. Presents broad and comprehensive coverage of the most current information on research methodologies available. Contains examples and references from ongoing international marketing research projects, and offers country-specific information to aid researchers in conducting studies in an international market. Shows how to use the internet as an effective resource.

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Product Details

  • ISBN-13: 9780130453860
  • Publisher: Prentice Hall
  • Publication date: 8/25/1999
  • Edition description: New Edition
  • Edition number: 1
  • Pages: 480
  • Product dimensions: 7.00 (w) x 9.10 (h) x 1.00 (d)

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.

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