International marketing research /
By: Craig, C. Samuel.
Contributor(s): Douglas, Susan P.
Publisher: Chichester, England : John Wiley & Sons, c2005Edition: 3rd ed.Description: xix, 503 p. : ill., plates, map ; 24 cm.Content type: text Media type: unmediated Carrier type: volumeISBN: 0470010959 (pbk.); 9780470010952:; 9780470010952 (pbk.).Subject(s): Export marketing -- Research | Marketing researchDDC classification: 658.84Item type | Current library | Call number | Copy number | Status | Date due | Barcode | Item holds |
---|---|---|---|---|---|---|---|
Standard Loan | ATU Sligo Yeats Library Main Lending Collection | 658.84 CRA (Browse shelf(Opens below)) | 1 | Available | 0060288 |
Includes bibliographical references and indexes.
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 research: 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.
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.