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International Marketing Research Concepts and Methods

ISBN-10: 0471983225

ISBN-13: 9780471983224

Edition: 2nd 1999

Authors: Samuel C. Craig, Susan Douglas

List price: $60.00
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Description:

The importance of international marketing research has grown as more companies have globalized their business. This book provides an update on the developments and technological changes in conducting research in the international environment.
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Book details

List price: $60.00
Edition: 2nd
Copyright year: 1999
Publisher: John Wiley & Sons, Incorporated
Publication date: 9/29/1999
Binding: Paperback
Pages: 448
Size: 6.50" wide x 9.50" long x 1.00" tall
Weight: 1.650
Language: English

Marketing Research in a Global Environment
Designing International Marketing Research
Secondary Data Sources
Uses of Secondary Data
Issues in Collecting Primary Data
Non-survey Data Collection Techniques
Survey Research: Instrument Design
Sampling and Data Collection
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 Research
Future Directions in Internationalm Marketing Research
Indexes
Acknowledgements