Conducting Market Research for International Business

by S. Tamer Cavusgil, Gary Knight, John Riesenberger, Attila Yaprak

Overview

Conducting Market Research for International Business is designed to help managers and scholars understand the fundamentals of international market research. It offers a comprehensive treatment of the research issues that international business managers face when contemplating market entry, engaging buyers in foreign markets, maintaining and growing market share, and expanding to newer opportunities abroad. The book describes how to initiate an international research project—from analyzing the nature and scope of the research to the preliminary stages, gathering data, designing surveys, sampling, analyzing the data, and more. It also provides a sound theoretical base, supported by numerous examples. This practical, detailed guide further offers extensive coverage on using the Internet for research.

Key areas of coverage include the six activities associated with Global Market Opportunity Assessment (GMOA); fundamentals of international market research; the types of information needed in international research, and how these are gathered and converted into useful, managerially relevant information; the merits and limitations of primary and secondary data, and suggestions regarding Internet-based resources; research using primary data, particularly regarding survey research; a three-phased approach for conducting international market research composed of macro-, micro-, and cultural analysis; methodological considerations in international market research, such as validity, reliability, and equivalency in conducting research; specific measurement issues that researchers face in international studies, and methods to overcome these issues; an extended example of a market research situation facing a typical firm; important research issues, such as developing research questions, constructing measures, sampling, and data collection; a listing of numerous Internet sites, organized by category, for conducting research; a sample international business plan and the research requirements for completing such a plan.

Product Details

ISBN-13:	9781606490266
Publisher:	Business Expert Press
Publication date:	03/01/2009
Sold by:	Barnes & Noble
Format:	eBook
Pages:	128
File size:	691 KB

About the Author

S. Tamer Cavusgil is Fuller E. Callaway Professional Chair and Director at the Institute of International Business, Robinson College of Business, Georgia State University. He is also an elected Fellow of the Academy of International Business. His areas of specialization include international marketing strategy, early internationalization, and emerging markets. His 2008 book, International Business: Strategy, Management, and the New Realities, co-authored with Gary Knight and John Riesenberger. Cavusgil served as the inaugural Editor of the Journal of International Marketing and he also edits for Advances in International Marketing.
Gary Knight is Associate Professor and Director of the Program in International Business at Florida State University, where he has won several awards for research and teaching. Professor Knight has extensive experience in international business in the private sector in Canada, Europe, Japan, and Mexico. He obtained his PhD at Michigan State University. He is a member of the Academy of International Business and the American Marketing Association. He has authored five books, including , co-authored by S. Tamer Cavusgil and John Riesenberger, and over one hundred refereed articles in academic journals and conference proceedings, including Journal of International Business Studies, Journal of World Business and Journal of International Marketing. He worked as an executive in international business and marketing for several years prior to joining academia.
John R. Riesenberger is Corporate Vice President of MannKind Corporation, a biopharmaceutical firm, and Executive in Residence at the Center for International Business Education and Research at Michigan State University. Previously, he was a senior executive in international business with Pharmacia&Upjohn and The Upjohn Company. His career spans 3 decades in the global pharmaceutical industry, conducting business in 21 countries. He served on the Global Advisory Board of the American Marketing Association and as chairman of the Pharmaceutical Manufacturing Association Marketing Practices Committee. He is the coauthor, with Robert Moran, of The Global Challenge: Building the New Worldwide Enterprise. He holds an MBA from Hofstra University, and attended the Harvard Business School’s International Senior Management Program.
Attila Yaprak is Professor of Marketing and International Business at Wayne State University. He has been published in many leading journals, including the Journal of International Business Studies and the Journal of the Academy of Marketing Science. He served as the executive secretary of the Academy of International Business and as a consultant to the International Trade Center and World Trade Organization of the United Nations in China, Nepal, Philippines, and Thailand. He has taught graduate and executive audiences in China, France, Germany, Spain, and Turkey. He was a 2007 recipient of the Outstanding Teacher Award given by the Academy of Marketing Science.

Table of Contents

This practical guide leads you through all the issues you will face in developing new marketing opportunities in foreign markets. From initiating a project, to sampling and analyzing data, to taking advantage of your knowledge by approaching the market; this book is your guide to understanding and overcoming the most pressing issues that international marketers face.