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Issues and Advances in International Marketing Research Product Image

Issues and Advances in International Marketing Research

  • Published: September 2006
  • Region: Global
  • 112 pages
  • Emerald Group Publishing Limited

This theme has been selected because, despite progress and methodological advancements, liberalising markets and technology impacts prompt for even more methodological and conceptual rigour when conducting research across borders. It has been argued that market dynamics and global competitive pressures create new challenges for researchers and companies and call for a diversification of research methods. International marketing research is challenged because the process of globalisation represents a powerful external trigger specifically for cross-national research, and also because of the methodological problems that arise from the complexity of international studies. It is therefore the aim of this e-book to address some of these difficulties; particularly in regards to quantitative research.

Originally published as International Marketing Review (2005, Vol.23, No.4)

Guest editorial

The psychometric properties of eTail quality: an international investigation across product categories
Albert Caruana and Michael T. Ewing

An illustration of modeling moderating variables in cross-national studies
Rosanna Garcia and Destan Kandemir

Reconsidering the problem of data equivalence in international marketing research: contrasting
approaches based on CFA and the Rasch model for measurement
Thomas Salzberger and Rudolf R. Sinkovics

Researching the socio-cultural context: putting social representations theory into action
Elfriede Penz

Employing information communication technologies to enhance qualitative international marketing enquiry
Sharon Loane, Jim Bell and Rod McNaughton

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