International Marketing Research

by Craig, C. Samuel; Douglas, Susan P.

• ISBN13: 9780470010952
• ISBN10: 0470010959
• eBook ISBN(s): 9781119062332
• Edition: 3rd
• Format: Paperback
• Copyright: 2009-12-21
• Publisher: WILEY
• More Book Details
• Purchase Benefits

Summary

The third edition of International Marketing Research is completely updated to reflect changes in both the structure and practice of international marketing research. Industry consolidation of research firms has accelerated as they strive to better serve global clients. The Internet has burst on to the scene as an alternative way to gather information and conduct surveys rapidly. Increasingly research is being conducted in developing countries as firms expand operations into markets such as India and China. The coverage of research in developing markets has been expanded in the third edition. In addition, to all the updates and changes, a chapter has been added that deals with conceptual and methodological issues in designing and executing research. A complete guide to modern international marketing research techniques by two pioneers in the field. Authoritative coverage of all the latest electronic research techniques.

Author Biography

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.

Table of Contents

About the Authors.

Preface.

1. Marketing Research in a Global Environment.

Introduction.

Complexity of International Marketing.

Importance of Research for International Marketing Decisions.

Issues in International Marketing Research.

Scope of the Book.

2. Designing International Marketing Research.

Introduction.

The International Marketing Research Plan.

The International Marketing Research Process.

Structuring the Unit of Analysis.

Selecting Information Sources.

Research Plan.

Issues in Administering International Marketing Research.

Summary.

3. Secondary Data Sources.

Introduction.

Locating the Appropriate Information.

Information Sources.

Information Requirements.

Summary.

4. Uses of Secondary Data.

Introduction.

Market Entry.

Demand Estimation.

Assessing Market Interconnectedness.

Summary.

5. Structuring Primary Data Collection.

Introduction.

Defining the Unit of Analysis.

Selecting Units of Analysis.

Structuring the Research Design.

Cultural Bias in Research Design, Communication and Interpretation.

Summary.

6. Establishing the Comparability of Multicountry Data.

Introduction.

Establishing Comparability: The Emic/Etic Dilemma.

Establishing Data Equivalence.

Determining Construct Validity.

Establishing Construct Reliability.

Summary.

7. Nonsurvey Data Collection Techniques.

Introduction.

Different Qualitative Techniques.

Observational and Quasi-observational Data.

Projective Techniques.

In-depth Interviews.

Summary.

8. Survey Instrument Design.

Introduction.

Questionnaire Design and Question Formulation.

Type of Question.

Use of Nonverbal Stimuli.

Instrument Translation.

Potential Sources of Bias Associated with the Research Instrument.

Summary.

9. Sampling and Data Collection.

Introduction.

Sampling.

Achieving Comparability in Sampling.

Data Collection Procedures.

Field Staff Organization and Training.

Summary.

10. Multicountry Scales.

Introduction.

General Issues in Scale Development.

Using Multi-item Scales in Cross-cultural Research.

Developing Cross-cultural Scales.

Summary.

11. Analysis of Multicountry Data.

Introduction.

Multicountry Data Analysis.

Assessing the Differences in the Level of Variables between Countries.

Summary.

12. Assessing Differences in the Structure of Variables.

Introduction.

Correlation Analysis.

Means–End Hierarchies.

Cluster Analysis.

Multidimensional Scaling.

Factor Analysis.

Confirmatory Factor Analysis.

Covariance Structure Models.

Advances in Data Analysis.

Summary.

13. The International Marketing Information System.

Introduction.

Information Components of the International Marketing System.

Data Collection and Processing for the International Marketing Information System.

Applying the Information System.

Summary.

14. Challenges Facing International Marketing Research.

Introduction.

Coping with Change: Marketing Infrastructure and Technology.

Contending with Complexity: Conducting Research in Emerging Markets.

Confronting Competition: Marketing Research Services in a Global Environment.

Conforming to Conscience: Ethics in International Marketing Research.

Summary.

15. Future Directions in International Marketing Research.

Introduction.

Comparability and Equivalence Revisited.

Developing the Research Design.

Improving Analysis of Cross-cultural Data.

The Growth of Internet Research.

Conclusion.

Subject Index.

Author Index.

Acknowledgements.