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International
Marketing Research |
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Dr. V. Kumar |
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ING
Chair Professor, Executive |
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Director,
ING Center for Financial Services |
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Department
of Marketing |
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School
of Business |
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University
of Connecticut |
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Basic
Approach |
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Appropriate
for Junior, Senior, and Graduate -level courses in
International Marketing Research.
Offering a sound theoretical base supported by relevant
and current examples, this practical, detailed and
well-documented guide takes students 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 |
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KEY
SELLING QUESTION:
Mktg
Mgr/Editor should provide ONE single, most
distinguishing selling feature for rep to induce
interest & discussion over this book ...i.e., 'Would
you like a book that....?' |
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Features |
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Presents
the most current information on research
methodologies available |
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Provides
substantial depth and breadth for all topics
covered |
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Contains
examples and references from ongoing
international marketing research projects |
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Offers
country-specific information to aid student
researchers in conducting studies in an
international market |
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Applies
the latest computer technology and resources
towards developing effective, state of the art
research methods |
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Contents |
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SECTION
I.
1. Nature and
Scope of International
Marketing Research.
2. Marketing Research in International
Environment.
3. International Marketing Research
Process. |
SECTION
II.
4. Preliminary
Stages of International
Marketing Research
Process.
5. Secondary Data.
6. Marketing Research on the Internet.
7. Primary Research. |
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8. Qualitative
and Observational
Research.
9. Survey Research.
10. Development of Scales.
11. Design of Questionnaire.
12. Sampling |
SECTION
III.
13.
Simple Data Analysis.
14. Advanced Data Analysis.
15. Multivariate Data Analysis |
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SECTION
IV.
16. Presenting The
Results
17. Asia-Pacific
18. Europe
19. Latin America
20. Middle East And Africa
21. North America
22. The Future of International Marketing
Research. |
1999,
432pp., Cloth
003-045386-2 04538-5 |
BK0403:
International Marketing
BK0202: International Marketing
Research
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