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Global Marketing Research
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Global Marketing Research

First Edition
  • V. Kumar - Regents’ Professor, Georgia State University, Atlanta, USA


September 2015 | 560 pages | SAGE Publications Pvt. Ltd
Global Marketing Research is a comprehensive text that tracks the dynamic world of global marketing and undertakes a systematic approach in discussing the steps involved in the process of conducting marketing research.
This text has been developed by the author from over two decades of experience in conducting marketing research and observing the behavior of customers in more than 30 countries. It discusses recent developments in the scope and extent of the subject and examines advances in quantitative and qualitative research techniques from a global perspective.

Key Features

• Overview of marketing research processes including introduction of key concepts, exploring relevant issues, and highlighting major challenges to understand and coordinate the entire process

• Focus on the important phases of marketing research such as understanding its nature and scope, data collection, questionnaire designing, sampling, and analysis and presentation of results

• Numerous country-specific examples and cases from the global perspective giving detailed insight into the developments around the world

• Dedicated and up-to-date inclusion of a section on the aspects of marketing research in major geographical areas

• Chapter-end review exercises and case-based questions for critical and in-depth understanding
 
Preface
 
Acknowledgements
 
I: INTRODUCTION TO MARKETING RESEARCH FOR THE EMERGING & DEVELOPED MARKETS
 
The Nature and Scope of Global Marketing Research
 
Marketing Research in the Global Environment
 
Global Marketing Research Process
 
II DESIGNING AND ADMINISTERING THE RESEARCH PROCESS
 
Preliminary Stages of the Research Process
 
Secondary Data Research
 
Marketing Research on the Internet
 
Primary Data Research
 
Qualitative and Observational Research
 
Survey Research
 
Development of Scales
 
Questionnaire Design
 
Sampling
 
III: DATA ANALYSIS AND REPORTING THE RESULTS
 
Simple Data Analysis
 
Advanced Data Analysis
 
Multivariate Data Analysis
 
Presenting the Results
 
IV MARKETING RESEARCH APPROACHES ACROSS THE GLOBAL MARKETS
 
Asia-Pacific
 
Europe
 
Latin America
 
Middle East and Africa
 
North America
 
V: FUTURE DIRECTIONS IN GLOBAL MARKETING RESEARCH
 
The Future of Global Marketing Research
 
CASE STUDIES
 
Case I: Starbucks—Going to the Source
 
Case II: Tesla’s Trademark Troubles
 
Case III: Segmenting Indian Households
 
Case IV: Subaru—A Problem of Plenty
 
Case V: Millennials at Work
 
Index

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ISBN: 9789351507505
£38.99