9780130453860

International Marketing Research

Kumar, V.

ISBN 10: 0130453862 / 0-13-045386-2
ISBN 13: 9780130453860
Publisher: Prentice Hall
Publication Date: 1999
Binding: Softcover
About this title:
Synopsis:

Offering a sound theoretical base supported by relevant and current examples, this practical, detailed, and well-documented guide takes readers through all phases of developing and conducting international marketing research - from analyzing the nature and scope of the research, to the preliminary stages, gathering data, designing the questionnaires, sampling, analyzing the data, and more - plus includes numerous country-specific examples and provides valuable training in using the Internet for research purposes. Presents broad and comprehensive coverage of the most current information on research methodologies available. Contains examples and references from ongoing international marketing research projects, and offers country-specific information to aid researchers in conducting studies in an international market. Shows how to use the internet as an effective resource.


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