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Editorial Reviews
Product Description
Offering a sound theoretical base supported by relevant and current examples, this practical, detailed, and well-documented guide takes readers 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. Presents broad and comprehensive coverage of the most current information on research methodologies available. Contains examples and references from ongoing international marketing research projects, and offers country-specific information to aid researchers in conducting studies in an international market. Shows how to use the internet as an effective resource.
Card catalog description
"This well-documented text guides students through all phases of developing and conducting international marketing research - from analyzing the nature and scope of research to gathering and analyzing data, designing questionnaires, and sampling. International Marketing Research by V. Kumar offers a strong theoretical base, supported by relevant, current examples."--BOOK JACKET.
See all Editorial Reviews
Offering a sound theoretical base supported by relevant and current examples, this practical, detailed, and well-documented guide takes readers 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. Presents broad and comprehensive coverage of the most current information on research methodologies available. Contains examples and references from ongoing international marketing research projects, and offers country-specific information to aid researchers in conducting studies in an international market. Shows how to use the internet as an effective resource.
Card catalog description
"This well-documented text guides students through all phases of developing and conducting international marketing research - from analyzing the nature and scope of research to gathering and analyzing data, designing questionnaires, and sampling. International Marketing Research by V. Kumar offers a strong theoretical base, supported by relevant, current examples."--BOOK JACKET.
See all Editorial Reviews
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