C. S. Craig, Susan P. Douglas

International Marketing Research

• Broschiertes Buch

Produktbeschreibung

Die Zahl der Unternehmen, die ihre Geschäftsaktivitäten auf ein internationales Niveau verlagert haben, ist in den letzten 20 Jahren enorm gestiegen. Entsprechend hat die internationale Marktforschung rasant an Bedeutung gewonnen. Die Neuauflage des führenden Lehrbuchs auf diesem Gebiet wurde gründlich und umfassend aktualisiert. Insbesondere wurde auch den jüngsten Entwicklungen und technischen Neuerungen für die Datenermittlung im internationalen Umfeld Rechnung getragen. 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.

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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.

Produktdetails

• Verlag: Wiley & Sons
• Artikelnr. des Verlages: 14501095000
• 3. Aufl.
• Seitenzahl: 528
• Erscheinungstermin: 1. Mai 2005
• Englisch
• Abmessung: 237mm x 190mm x 32mm
• Gewicht: 1085g
• ISBN-13: 9780470010952
• ISBN-10: 0470010959
• Artikelnr.: 08358708

Autorenporträt

C. Samuel Craig is the Catherine and Peter Kellner Professor and Professor of Marketing and International Business at New York University's Stern School of Business. He received his Ph.D. from the Ohio State University. Prior to joining New York University, Professor Craig taught at Cornell University. Susan P. Douglas is the Paganelli-Bull Professor of Marketing and International Business at New York University's Stern School of Business. She received her Ph.D from the University of Pennsylvania. Prior to joining New York University, Professor Douglas taught at centre HEC, Jouy-en-Josas, France and was a faculty member of the European Institute for Advanced Studies in Management in Brussels.

Inhaltsangabe

Marketing Research in a Global Environment
Designing International Marketing Research
Secondary Data Sources
Uses of Secondary Data
Structuring Primary Data Collection
Establishing Comparability of Multi-country Data
Non-Survey Data Collection Techniques
Survey Research: Instrument Design
Sampling and Data Collection Procedures
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 Researchers
Future Directions in International Marketing Research

Rezensionen

a valuable guide for many marketing researchers, their clients, and academics seeking specialized knowledge of theories (International Journal of Marketing, January 2007)