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Marketing Research An International Approach

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ISBN-10: 0273646354

ISBN-13: 9780273646358

Edition: 2006

Authors: Svend Hollensen, Marcus J. Schmidt

List price: $159.00
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Description:

Marketing Research: An International Approach Marcus J. Schmidt- Copenhagen Business School Svend Hollensen- University of Southern Denmark Increasingly, businesses today are measured by what they know, rather than what they own. Finally! A tools-oriented book that shows how international marketing managers can transform existing (secondary) and newly collected (primary) "raw" data into useful information. Schmidt and Hollensen enliven the study of Marketing Research in an international business context. The authors provide short examples which illustrate the different marketing techniques, as well as a large scale study (comprehensive interview with 450 export managers), so that…    
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Book details

List price: $159.00
Copyright year: 2006
Publisher: Prentice Hall PTR
Publication date: 6/27/2006
Binding: Paperback
Pages: 632
Size: 7.25" wide x 9.50" long x 1.25" tall
Weight: 2.574
Language: English

Foreword
Preface
Acknowledgements
About the authors
Publisher's acknowledgements
Globalization of markets and international marketing research
Learning objectives
Introduction
Changes in the global environment
Consequences of "de-globalization"
The changing role of the international market researcher
Summary
Questions
References
End notes
Online and other secondary data sources
Learning objectives
Introduction
Advantages and disadvantages of secondary data
Evaluating secondary data
Sources of internal secondary data
Sources of external secondary data
Competitive intelligence (CI)
Special problems and methods associated with secondary data
Collecting international secondary data across the internet
Summary
Questions
References
Observational and tracking methods
Learning objectives
Introduction
Criteria for using observation
Classification of observation methods
Mechanical observation methods
Human observation: mystery shopping
Advantages and limitations of observational research
Summary
Questions
References
Focus groups
Learning objectives
Introduction
Framework for focus groups
Types of focus groups
Advantages and disadvantages of focus groups
Online focus groups
Quantifying text: Methodological challenges and available software
Summary
Questions
References
Other qualitative research methods
Learning objectives
Introduction
Individual, in-depth interviews
Protocol analysis
Projective methods
Grounded theory
Action research
The Delphi method
Scenario planning
Summary
Questions
References
Measurement and scaling
Learning objectives
Introduction
The measurement process
Basic scales of measurement
Measuring attitudes
Reliability and validity in measurement
Choice of scales in cross-national research
Summary
Questions
References
End notes
Survey and questionnaire design
Learning objectives
Introduction
Survey design
Questionnaire design
Sampling
Summary
Questions
References
End note
Quantitative models in marketing
Learning objectives
Properties of a good model
Different categories of models
Building models
Summary
Questions
References
End note
Analysis of variance and multiple regression
Learning objectives
Introduction
Variance as a tool for analyzing sales
Using multiple regression for analyzing exports
Summary
Questions
References
End notes
Discriminant analysis and logistic regression
Learning objectives
Discriminant analysis
Logit choice models: When discriminant analysis (and ordinary regression) does not apply
Summary
Questions
References
End notes
Profiling customers: Factor analysis
Learning objectives
Introduction: Common aspects of factor and cluster analysis
Introductory aspects of factor analysis
Numerical example of factor analysis
Running the example in SPSS
Rotation of factors
Additional issues in factor analysis
Summary
Questions
References
End notes
Cluster analysis and segmentation of customers
Learning objectives
Using factor analysis for clustering observations
Traditional clustering of subjects or cases (respondents)
Hierarchical cluster analysis: An example
Non-hierarchical cluster analysis: An example
How many clusters should be used?
An empirical example of k-means cluster: segmenting readers of sales flyers
Summary
Questions
References
End notes
Positioning the product: MDS
Learning objectives
The importance of product positioning
MDS - an introduction
Visual representation of cross-tabs: Correspondence analysis
Summary
Questions
References
End notes
Systematic product development: Conjoint analysis
Learning objectives
Introduction
Example: Conjoint analysis for a red wine
Conjoint analysis for a bank account
A final note on conjoint analysis
Summary
Questions
References
End notes
Advanced methods for categorization: CHAID and latent class analysis
Learning objectives
Introduction
CHAID
Latent class (LC) models
Summary
Questions
References
Several dependent variables: Canonical correlation and structural equation modelling
Learning objectives
Canonical correlation
Introduction to structural equation modelling (SEM)
The measurement model
The path model
Summary
Questions
References
End notes
Data mining
Learning objectives
Introduction
Data mining with SPSS Clementine
Selected applications of data mining: Rule modelling and neural networks
Summary
Questions
Bibliography and references
End notes
Putting it all together: An international marketing information system
Learning objectives
Introduction
Analyzing analytic capabilities: Four questions
Building an international MIS
Summary
Questions
Bibliography and references
End note
Index