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International Marketing Research cover
  • ISBN: 9780130453860
  • ISBN10: 0130453862

International Marketing Research

by V. Kumar

  • List Price: $200.00
  • Binding: Hardcover
  • Edition: 1
  • Publisher: Prentice Hall
  • Publish date: 09/01/1999
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Description
Offering a sound theoretical base supported by relevant and current examples, this practical, detailed, and well-documented guide takes readers through all phases of developing and conducting international marketing research - from analyzing the nature and scope of the research, to the preliminary stages, gathering data, designing the questionnaires, sampling, analyzing the data, and more - plus includes numerous country-specific examples and provides valuable training in using the Internet for research purposes.<P>Presents broad and comprehensive coverage of the most current information on research methodologies available. Contains examples and references from ongoing international marketing research projects, and offers country-specific information to aid researchers in conducting studies in an international market. Shows how to use the internet as an effective resource.
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