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Marketing Resarch An Interntl Approch
Marketing Resarch An Interntl Approch
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About the Book

Marketing Research: An International Approach is a comprehensive text written with the decision-maker in mind. It is written from the perspective of the firm conducting marketing research in the national and international markets irrespective of its country of origin. This tools-oriented book shows how international marketing managers can transform existing (Secondary) and newly collected (primary) data into useful information. This book is written for advanced undergraduate and graduate students studying Marketing Research. It is also appropriate for practitioners who wish to keep abreast of the most recent developments in the field.
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  • Comprehensive and detailed description of the marketing research process and advanced research techniques provides students with breadth and depth in their studies.
  • Emphasis on online/internet surveys, making sure students are up to date with the latest channels for gathering information.
  • Focus on database marketing, including data mining and data warehousing, which are key tools for any international marketing manager.
  • Comprehensive treatment of both qualitative and quantitative research methodologies ensures balanced coverage of each.
  • Coverage of creation of International Marketing Information System (IMIS) (Chapter 18), which is key for students to learn about when conducting marketing research in the business world.

  • Globalization of markets and international marketing research
  • Online and other secondary data sources
  • Observational and tracking methods
  • Focus groups
  • Other qualitative research methods
  • Measurement and scaling
  • Survey and questionnaire design
  • Quantitative models in marketing
  • Analysis of variance and multiple regression
  • Discriminant analysis and logistic regression
  • Profiling customers: factor analysis
  • Cluster analysis and segmentation of customers
  • Positioning the product: MDS
  • Systematic product development: conjoint analysis
  • Advanced methods for categorization: CHAID and latent class analysis
  • Several dependent variables: cannonical correlation and structural equation modelling
  • Data mining
  • Putting it all together: an international marketing information system

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    Product Details
    • ISBN-13: 9788131715192
    • Publisher: Pearson
    • Binding: Paperback
    • ISBN-10: 8131715191
    • Publisher Date: 2007
    • Language: English

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