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Informationen zum Autor 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. Klappentext 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. Zusammenfassung 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. Inhaltsverzeichnis About the Authors xi Preface xiii 1 Marketing Research in a Global Environment 1 Introduction 1 Complexity of International Marketing 4 Importance of Research for International Marketing Decisions 10 Issues in International Marketing Research 14 Scope of the Book 19 2 Designing International Marketing Research 23 Introduction 23 The International Marketing Research Plan 25 The International Marketing Research Process 29 Structuring the Unit of Analysis 36 Selecting Information Sources 37 Research Plan 40 Issues in Administering International Marketing Research 44 Summary 59 3 Secondary Data Sources 63 Introduction 63 Locating the Appropriate Information 64 Information Sources 71 Information Requirements 87 Summary 103 4 Uses of Secondary Data 109 Introduction 109 Market Entry110 Demand Estimation 123 Assessing Market Interconnectedness 141 Summary 148 5 Structuring Primary Data Collection 153 Introduction 153 Defining the Unit of Analysis 154 Selecting Units of Analysis 161 Structuring the Research Design 163 Cultural Bias in Research Design, Communication and Interpretation 170 Summary 174 6 Establishing the Comparability of Multicountry Data 179 Introduction 179 Establishing Comparability: The Emic/Etic Dilemma 180 Establishing Data Equivalence 188 Determining Construct Validity194 Establishing Construct Reliability195 Summary 200 7 Nonsurvey Data Collection Techniques 205 Introduction 205 Different Qualitative Techniques 206 Observational and Quasi-observational Data 210 Projective Techniques 217 In-depth Interviews 224 Summar...
