International Marketing Research

C. Samuel Craig, Susan P. Douglas

528 pages, parution le 08/04/2005 (3^eme édition)

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Résumé

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.

Sommaire

Marketing Research in a Global Environment
Designing International Marketing Research
Secondary Data Sources
Uses of Secondary Data
Structuring Primary Data Collection
Establishing the Comparability of Multicountry Data
Nonsurvey Data Collection Techniques
Survey Instrument Design
Sampling and Data Collection
Multicountry Scales
Analysis of Multicountry Data
Assessing Differences in the Structure of Variables
The International Marketing Information System
Challenges Facing International Marketing Research
Future Directions in International Marketing Research

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Caractéristiques techniques

	PAPIER
Éditeur(s)	Wiley
Auteur(s)	C. Samuel Craig, Susan P. Douglas
Parution	08/04/2005
Édition	3^eme édition
Nb. de pages	528
Format	19 x 23,5
Couverture	Broché
Poids	1085g
Intérieur	Noir et Blanc
EAN13	9780470010952
ISBN13	978-0-470-01095-2