International marketing research
tarafından
 
Craig, C. Samuel. author

Başlık
: 
International marketing research

Yazar
: 
Craig, C. Samuel. author

ISBN
: 
9780471983224

Yazar Ek Girişi
: 
Craig, C. Samuel. author

Basım Bilgisi
: 
2nd edition

Fiziksel Tanımlama
: 
xxii, 425 pages. : illustraded. ; 25 cm.

Genel Not
: 
Douglas' name appears first on the earlier edition.

İçerik
: 
Marketing research in a global environment -- Designing international marketing research -- Secondary data sources -- Uses of secondary data -- Issues in collecting primary data -- Non-survey data collection techniques -- Survey research : instrument design -- Sampling and data collection -- Multi-country scale development -- Analysis of multi-country data -- Assessing differences in the structure of variables -- The international marketing information system -- Challenges facing international marketing research -- Future directions in international marketing research.

Özet
: 
"Craig and Douglas discuss recent developments in the scope and extent of international marketing research. They also examine advances in both quantitative and qualitative research techniques. Greater attention is paid to issues such as decentering of the research design, scale development, measurement equivalence and reliability, and multi-country data analysis. The explosive rate of growth in communications technology and the impact of the Internet on research in the international environment are also considered. Craig and Douglas conclude with a discussion of how further progress can be made in international marketing research."--Jacket.

Konu Başlığı
: 
Export marketing -- Research.
 
İhracat pazarlaması -- Araştırma.

Yazar Ek Girişi
: 
Douglas, Susan P.,


LibraryMateryal TürüDemirbaşYer NumarasıDurumu / Lokasyon / İade Tarihi
Ekonomi KütüphanesiKitapEKOBKN0006324658.848 CRA 2000Merkez Kütüphane Genel Koleksiyon