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V. Kumar , University of Houston

Published August 1999 by Prentice Hall Business Publishing

Copyright 2000, 448 pp.Cloth ISBN 0-13-045386-2

For Junior, Senior, and Graduate-level courses in International Marketing Research, International Business Research, and Marketing Research courses with global focus.

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.

• The most current information available on research methodologies.
  • Assists students to develop effective strategies to thrive in the global marketplace.
• Substantial depth and breadth for all topics covered.
  • Gives students a comprehensive source of reference.
• Examples and references-From ongoing international marketing research and international business research projects.
  • Makes students aware of both broad and specific issues related to IMR.
• Country-specific information.
  • Aids student researchers in conducting studies in an international market.
• The latest computer technology and resources toward developing effective, state-of-the-art research methods.
  • Introduces students to the latest tools in Marketing Research.

PART I.

SECTION I. 1. The Nature and Scope of International Market Research.
2. Marketing Research in the International Environment.
3. International Marketing Research Process.

SECTION II. 4. Preliminary Stages of International Marketing Research Process.
5. Secondary Data Research.
6. Marketing Research on the Internet.
7. Primary Research.
8. Qualitative and Observational Research.
9. Survey Research.
10. Scale Development.
11. Questionnaire Design.
12. Sampling.

SECTION III. 13. Simple Data Analysis.
14. Advanced Data Analysis.
15. Mutlivariate Data Analysis.
16. Presenting the Results.

PART II.

SECTION IV. 17. Asia-Pacific.
18. Europe.
19. Latin America.
20. Middle East and Africa.
21. North America.