International Marketing Research

Häftad, Engelska, 2005

AvC. Samuel Craig,Susan P. Douglas,USA) Craig, C. Samuel (Leonard Stern School of Business, New York University,USA) Douglas, Susan P. (Leonard Stern School of Business, New York University,C Samuel Craig,Susan P Douglas

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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.

Produktinformation

Utgivningsdatum2005-03-24
Mått192 x 240 x 33 mm
Vikt1 106 g
FormatHäftad
SpråkEngelska
Antal sidor528
Upplaga3
FörlagJohn Wiley & Sons Inc
ISBN9780470010952

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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.

About the Authors xiPreface xiii1 Marketing Research in a Global Environment 1Introduction 1Complexity of International Marketing 4Importance of Research for International Marketing Decisions 10Issues in International Marketing Research 14Scope of the Book 192 Designing International Marketing Research 23Introduction 23The International Marketing Research Plan 25The International Marketing Research Process 29Structuring the Unit of Analysis 36Selecting Information Sources 37Research Plan 40Issues in Administering International Marketing Research 44Summary 593 Secondary Data Sources 63Introduction 63Locating the Appropriate Information 64Information Sources 71Information Requirements 87Summary 1034 Uses of Secondary Data 109Introduction 109Market Entry110Demand Estimation 123Assessing Market Interconnectedness 141Summary 1485 Structuring Primary Data Collection 153Introduction 153Defining the Unit of Analysis 154Selecting Units of Analysis 161Structuring the Research Design 163Cultural Bias in Research Design, Communication and Interpretation 170Summary 1746 Establishing the Comparability of Multicountry Data 179Introduction 179Establishing Comparability: The Emic/Etic Dilemma 180Establishing Data Equivalence 188Determining Construct Validity194Establishing Construct Reliability195Summary 2007 Nonsurvey Data Collection Techniques 205Introduction 205Different Qualitative Techniques 206Observational and Quasi-observational Data 210Projective Techniques 217In-depth Interviews 224Summary 2338 Survey Instrument Design 239Introduction 239Questionnaire Design and Question Formulation 240Type of Question 248Use of Nonverbal Stimuli 250Instrument Translation 254Potential Sources of Bias Associated with the Research Instrument 259Summary 2719 Sampling and Data Collection 277Introduction 277Sampling 279Achieving Comparability in Sampling 291Data Collection Procedures 295Field Staff Organization and Training 303Summary 30610 Multicountry Scales 311Introduction 311General Issues in Scale Development 312Using Multi-item Scales in Cross-cultural Research 322Developing Cross-cultural Scales 335Summary 34011 Analysis of Multicountry Data 347Introduction 347Multicountry Data Analysis 348Assessing the Differences in the Level of Variables between Countries 352Summary37412 Assessing Differences in the Structure of Variables 381Introduction 381Correlation Analysis 382Means–End Hierarchies 385Cluster Analysis 389Multidimensional Scaling 394Factor Analysis 397Confirmatory Factor Analysis 400Covariance Structure Models 406Advances in Data Analysis 409Summary 41113 The International Marketing Information System 419Introduction 419Information Components of the International Marketing System 422Data Collection and Processing for the International Marketing Information System 429Applying the Information System 434Summary 44014 Challenges Facing International Marketing Research 443Introduction 443Coping with Change: Marketing Infrastructure and Technology445Contending with Complexity: Conducting Research in Emerging Markets 450Confronting Competition: Marketing Research Services in a Global Environment 454Conforming to Conscience: Ethics in International Marketing Research 457Summary 46215 Future Directions in International Marketing Research 465Introduction 465Comparability and Equivalence Revisited 466Developing the Research Design 469Improving Analysis of Cross-cultural Data 473The Growth of Internet Research 475Conclusion 476Subject Index 479Author Index 495Acknowledgements 503