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.
Book Details:
- Author: C. Samuel Craig
- ISBN: 9780470010952
- Year Published: 2005
- Pages: 524
- BISAC: BUS058000, BUSINESS & ECONOMICS/Sales & Selling / General
About the Book and Topic:
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.
The basic principles of international marketing research are the same whether research is conducted in an international or a domestic context. However, the international marketing researcher is likely to encounter greater difficulties than his or her domestic counterpart. These difficulties stem from operating across national boundaries and in a diverse range of socio-cultural environments. Examples of issues that may arise include how to obtain response from illiterate or semi-literate populations, how to develop a sampling frame in the absence of reliable census data or sampling lists, or simply how to find or train competent interviewers. Frequently, creativity and resourcefulness are required in coping with unexpected problems. In addition, an ability to manage and deal with and organize researchers of different cultural backgrounds and value systems is essential to successful international marketing research.
The previous editions were widely viewed as the definitive texts in the field, no other marketing research book covers the same material. Since the second edition was published there have been rapid and dramatic changes in the field that are thoroughly explored in the new edition. Written by two authors well-known and well-respected in the field of international marketing
About the Author
C. Samuel Craig is the Catherine and Peter Kellner Professor and director of the Entertainment, Media and Technology Program at New York University Stern School of Business. Prior to joining New York University, Professor Craig taught at Cornell University and Ohio State University. Susan P. Douglas is Professor of Marketing and International Business at New York Universitys Stern School of Business. 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, Brussels Professor Susan Douglas and Professor Samuel Craig are both very well-known in the field of international marketing research. They have co-written two books and co-authored numerous articles which have appeared in leading academic journals on the topics of international marketing research, cross-cultural research and global marketing strategy.