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Chapter Outline
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This chapter covers:

Introduction

  • The international market research industry
  • The international marketing research process

    • Reasons for international marketing research

  • Environmental audit
  • International marketing information system IMIS
  • Research for IM strategy decision
  • Research for IM operation decisions

    • International Marketing Research Design

  • Single & multi country research
  • Cross cultural research
  • Issues in international qualitative research
  • International quantitative research designs
  • Secondary and primary research design issues
  • Ad hoc and continuous research

    • International Research & Analysis Operations

  • Demographic data
  • Sampling Questions
  • Response and non-response bias
  • Interviews, focus groups and observation
  • Current trends in international data collection and analysis

    • Summary






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