International Marketing Research

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This practical, detailed and well-documented guide is primarily intended to serve as a textbook for manage-ment and marketing students to provide them with a complete picture of the theory and practice of develop-ing and conducting international marketing research (IMR). It offers an experience of how to conduct IMR through all its phases-from analyzing the nature and scope of research to gathering data, designing questionnaires, sampling, and presenting the results. The principles of the IMR processes are explained with numerous examples; the practice of IMR is demons-trated in specific regions; and cases are included for illustrating the applications and challenges involved in IMR. The book takes into account the relevant and current examples from the happenings in the global marketplace and the responses of the businesses to these changes to make the readers aware of both broad and specific issues related to IMR. The text also provides valuable training in using the Internet for marketing research purposes. The wealth of information contained in this book in terms of practical characteristics of major individual country markets and pragmatic approaches adopted in dealing with the issues in IMR, will also appeal to practitioners of IMR in business enterprises. Table of Contents PART I: Section I-The Nature and Scope of International Marketing Research. Marketing Research in the International Environment. International Marketing Research Process. Section II-Preliminary Stages of the Research Process. Secondary Data Research. Marketing Research on the Internet. Primary Data Research. Qualitative and Observational Research. Survey Research. Scale Development. Questionnaire Design. Sampling. Section III-Simple Data Analysis. Advanced Data Analysis. Multivariate Data Analysis. Presenting the Results. PART II: Section III-Asia-Pacific. Europe. Latin America. Middle East and Africa. North America. Section V-Futures of International Marketing Research in the 21st Century.