{"product_id":"international-marketing-research-isbn-9780470010952","title":"International Marketing Research","description":"\u003ci\u003eInternational Marketing Research\u003c\/i\u003e 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.  \u003cp\u003eThe 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.\u003c\/p\u003e \u003cp\u003eAbout the Authors xi\u003c\/p\u003e \u003cp\u003ePreface xiii\u003c\/p\u003e \u003cp\u003e\u003cb\u003e1 Marketing Research in a Global Environment 1\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eIntroduction 1\u003c\/p\u003e \u003cp\u003eComplexity of International Marketing 4\u003c\/p\u003e \u003cp\u003eImportance of Research for International Marketing Decisions 10\u003c\/p\u003e \u003cp\u003eIssues in International Marketing Research 14\u003c\/p\u003e \u003cp\u003eScope of the Book 19\u003c\/p\u003e \u003cp\u003e\u003cb\u003e2 Designing International Marketing Research 23\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eIntroduction 23\u003c\/p\u003e \u003cp\u003eThe International Marketing Research Plan 25\u003c\/p\u003e \u003cp\u003eThe International Marketing Research Process 29\u003c\/p\u003e \u003cp\u003eStructuring the Unit of Analysis 36\u003c\/p\u003e \u003cp\u003eSelecting Information Sources 37\u003c\/p\u003e \u003cp\u003eResearch Plan 40\u003c\/p\u003e \u003cp\u003eIssues in Administering International Marketing Research 44\u003c\/p\u003e \u003cp\u003eSummary 59\u003c\/p\u003e \u003cp\u003e\u003cb\u003e3 Secondary Data Sources 63\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eIntroduction 63\u003c\/p\u003e \u003cp\u003eLocating the Appropriate Information 64\u003c\/p\u003e \u003cp\u003eInformation Sources 71\u003c\/p\u003e \u003cp\u003eInformation Requirements 87\u003c\/p\u003e \u003cp\u003eSummary 103\u003c\/p\u003e \u003cp\u003e\u003cb\u003e4 Uses of Secondary Data 109\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eIntroduction 109\u003c\/p\u003e \u003cp\u003eMarket Entry110\u003c\/p\u003e \u003cp\u003eDemand Estimation 123\u003c\/p\u003e \u003cp\u003eAssessing Market Interconnectedness 141\u003c\/p\u003e \u003cp\u003eSummary 148\u003c\/p\u003e \u003cp\u003e\u003cb\u003e5 Structuring Primary Data Collection 153\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eIntroduction 153\u003c\/p\u003e \u003cp\u003eDefining the Unit of Analysis 154\u003c\/p\u003e \u003cp\u003eSelecting Units of Analysis 161\u003c\/p\u003e \u003cp\u003eStructuring the Research Design 163\u003c\/p\u003e \u003cp\u003eCultural Bias in Research Design, Communication and Interpretation 170\u003c\/p\u003e \u003cp\u003eSummary 174\u003c\/p\u003e \u003cp\u003e\u003cb\u003e6 Establishing the Comparability of Multicountry Data 179\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eIntroduction 179\u003c\/p\u003e \u003cp\u003eEstablishing Comparability: The Emic\/Etic Dilemma 180\u003c\/p\u003e \u003cp\u003eEstablishing Data Equivalence 188\u003c\/p\u003e \u003cp\u003eDetermining Construct Validity194\u003c\/p\u003e \u003cp\u003eEstablishing Construct Reliability195\u003c\/p\u003e \u003cp\u003eSummary 200\u003c\/p\u003e \u003cp\u003e\u003cb\u003e7 Nonsurvey Data Collection Techniques 205\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eIntroduction 205\u003c\/p\u003e \u003cp\u003eDifferent Qualitative Techniques 206\u003c\/p\u003e \u003cp\u003eObservational and Quasi-observational Data 210\u003c\/p\u003e \u003cp\u003eProjective Techniques 217\u003c\/p\u003e \u003cp\u003eIn-depth Interviews 224\u003c\/p\u003e \u003cp\u003eSummary 233\u003c\/p\u003e \u003cp\u003e\u003cb\u003e8 Survey Instrument Design 239\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eIntroduction 239\u003c\/p\u003e \u003cp\u003eQuestionnaire Design and Question Formulation 240\u003c\/p\u003e \u003cp\u003eType of Question 248\u003c\/p\u003e \u003cp\u003eUse of Nonverbal Stimuli 250\u003c\/p\u003e \u003cp\u003eInstrument Translation 254\u003c\/p\u003e \u003cp\u003ePotential Sources of Bias Associated with the Research Instrument 259\u003c\/p\u003e \u003cp\u003eSummary 271\u003c\/p\u003e \u003cp\u003e\u003cb\u003e9 Sampling and Data Collection 277\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eIntroduction 277\u003c\/p\u003e \u003cp\u003eSampling 279\u003c\/p\u003e \u003cp\u003eAchieving Comparability in Sampling 291\u003c\/p\u003e \u003cp\u003eData Collection Procedures 295\u003c\/p\u003e \u003cp\u003eField Staff Organization and Training 303\u003c\/p\u003e \u003cp\u003eSummary 306\u003c\/p\u003e \u003cp\u003e\u003cb\u003e10 Multicountry Scales 311\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eIntroduction 311\u003c\/p\u003e \u003cp\u003eGeneral Issues in Scale Development 312\u003c\/p\u003e \u003cp\u003eUsing Multi-item Scales in Cross-cultural Research 322\u003c\/p\u003e \u003cp\u003eDeveloping Cross-cultural Scales 335\u003c\/p\u003e \u003cp\u003eSummary 340\u003c\/p\u003e \u003cp\u003e\u003cb\u003e11 Analysis of Multicountry Data 347\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eIntroduction 347\u003c\/p\u003e \u003cp\u003eMulticountry Data Analysis 348\u003c\/p\u003e \u003cp\u003eAssessing the Differences in the Level of Variables between Countries 352\u003c\/p\u003e \u003cp\u003eSummary374\u003c\/p\u003e \u003cp\u003e\u003cb\u003e12 Assessing Differences in the Structure of Variables 381\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eIntroduction 381\u003c\/p\u003e \u003cp\u003eCorrelation Analysis 382\u003c\/p\u003e \u003cp\u003eMeans–End Hierarchies 385\u003c\/p\u003e \u003cp\u003eCluster Analysis 389\u003c\/p\u003e \u003cp\u003eMultidimensional Scaling 394\u003c\/p\u003e \u003cp\u003eFactor Analysis 397\u003c\/p\u003e \u003cp\u003eConfirmatory Factor Analysis 400\u003c\/p\u003e \u003cp\u003eCovariance Structure Models 406\u003c\/p\u003e \u003cp\u003eAdvances in Data Analysis 409\u003c\/p\u003e \u003cp\u003eSummary 411\u003c\/p\u003e \u003cp\u003e\u003cb\u003e13 The International Marketing Information System 419\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eIntroduction 419\u003c\/p\u003e \u003cp\u003eInformation Components of the International Marketing System 422\u003c\/p\u003e \u003cp\u003eData Collection and Processing for the International Marketing Information System 429\u003c\/p\u003e \u003cp\u003eApplying the Information System 434\u003c\/p\u003e \u003cp\u003eSummary 440\u003c\/p\u003e \u003cp\u003e\u003cb\u003e14 Challenges Facing International Marketing Research 443\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eIntroduction 443\u003c\/p\u003e \u003cp\u003eCoping with Change: Marketing Infrastructure and Technology445\u003c\/p\u003e \u003cp\u003eContending with Complexity: Conducting Research in Emerging Markets 450\u003c\/p\u003e \u003cp\u003eConfronting Competition: Marketing Research Services in a Global Environment 454\u003c\/p\u003e \u003cp\u003eConforming to Conscience: Ethics in International Marketing Research 457\u003c\/p\u003e \u003cp\u003eSummary 462\u003c\/p\u003e \u003cp\u003e\u003cb\u003e15 Future Directions in International Marketing Research 465\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eIntroduction 465\u003c\/p\u003e \u003cp\u003eComparability and Equivalence Revisited 466\u003c\/p\u003e \u003cp\u003eDeveloping the Research Design 469\u003c\/p\u003e \u003cp\u003eImproving Analysis of Cross-cultural Data 473\u003c\/p\u003e \u003cp\u003eThe Growth of Internet Research 475\u003c\/p\u003e \u003cp\u003eConclusion 476\u003c\/p\u003e \u003cp\u003eSubject Index 479\u003c\/p\u003e \u003cp\u003eAuthor Index 495\u003c\/p\u003e \u003cp\u003eAcknowledgements 503\u003c\/p\u003e \"…a valuable guide for many marketing researchers, their clients, and academics seeking specialized knowledge of theories…\" (\u003ci\u003eInternational Journal of Marketing\u003c\/i\u003e, January 2007) \u003cp\u003e\u003cb\u003eC. Samuel Craig\u003c\/b\u003e 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.\u003c\/p\u003e \u003cp\u003e\u003cb\u003eSusan P. Douglas\u003c\/b\u003e 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.\u003c\/p\u003e  \u003ci\u003eInternational Marketing Research\u003c\/i\u003e 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.  \u003cp\u003eThe 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.\u003c\/p\u003e \u003cp\u003e\u003cb\u003eNew features in the third edition include:\u003c\/b\u003e\u003c\/p\u003e \u003cul\u003e \u003cli\u003eExpanded material on the conceptual foundations of international marketing research.\u003c\/li\u003e \u003cli\u003eUpdated and expanded references to secondary data sources.\u003c\/li\u003e \u003cli\u003eNew information on the size of the market research industry and the costs of conducting marketing research.\u003c\/li\u003e \u003cli\u003eIncreased attention to scale development, measurement equivalence and reliability, and multi-country data analysis.\u003c\/li\u003e \u003cli\u003eExtensive web references.\u003c\/li\u003e \u003cli\u003eAll chapters updated to incorporate the latest research.\u003c\/li\u003e \u003c\/ul\u003e \u003cp\u003eNew and current examples added throughout.\u003c\/p\u003e","brand":"Wiley","offers":[{"title":"Default Title","offer_id":47989447917797,"sku":"NP9780470010952","price":61.0,"currency_code":"USD","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/1842\/7735\/files\/9780470010952.jpg?v=1761784137","url":"https:\/\/k12savings.com\/es\/products\/international-marketing-research-isbn-9780470010952","provider":"K12savings","version":"1.0","type":"link"}