International Marketing Research - Softcover

Craig, C. Samuel; Douglas, Susan P.

Softcover

ISBN 10: 0470010959 ISBN 13: 9780470010952

Publisher: Wiley, 2005

Synopsis

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About this title

Review:

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

From the Back Cover:

International Marketing Research is widely regarded as the definitive textbook in its field. The third edition is completely updated to reflect changes in both the structure and practice of international marketing research in the last five years. As business is being increasingly conducted on a global scale, the need for valid and reliable information to make decisions is intensifying. Industry consolidation of research firms has accelerated as they strive to serve global clients more efficiently. The Internet has burst on to the scene as an alternative way to gather information and conduct surveys rapidly.

The third edition has incorporated these developments while adhering to the underlying principles that guided the previous two editions, namely that the basic principles of marketing research are the same whether research is conducted in an international or a domestic context. However, the international marketing researcher faces greater difficulties than his or her domestic counterpart. These difficulties stem from operating across national boundaries and in a diverse range of socio-cultural environments.

New features in the third edition include:

• Expanded material on the conceptual foundations of international marketing research.
• Updated and expanded references to secondary data sources.
• New information on the size of the market research industry and the costs of conducting marketing research.
• Increased attention to scale development, measurement equivalence and reliability, and multi-country data analysis.
• Extensive web references.
• All chapters updated to incorporate the latest research.

New and current examples added throughout.

About this edition

• Publisher: Wiley
• Publication date: 2005
• ISBN 10: 0470010959
• ISBN 13: 9780470010952
• Binding: Paperback
• Edition number: 3
• Number of pages: 528