The third edition has incorporated these developments while adhering to the underlying principles that guided the previous two editions, namely that the basic principles of marketing research are the same whether research is conducted in an international or a domestic context. However, the international marketing researcher faces greater difficulties than his or her domestic counterpart. These difficulties stem from operating across national boundaries and in a diverse range of socio–cultural environments.
New features in the third edition include:
- Expanded material on the conceptual foundations of international marketing research.
- Updated and expanded references to secondary data sources.
- New information on the size of the market research industry and the costs of conducting marketing research.
- Increased attention to scale development, measurement equivalence and reliability, and multi–country data analysis.
- Extensive web references.
- All chapters updated to incorporate the latest research.
New and current examples added throughout.
1. Marketing Research in a Global Environment.
Complexity of International Marketing.
Importance of Research for International Marketing Decisions.
Issues in International Marketing Research.
Scope of the Book.
2. Designing International Marketing Research.
The International Marketing Research Plan.
The International Marketing Research Process.
Structuring the Unit of Analysis.
Selecting Information Sources.
Issues in Administering International Marketing Research.
3. Secondary Data Sources.
Locating the Appropriate Information.
4. Uses of Secondary Data.
Assessing Market Interconnectedness.
5. Structuring Primary Data Collection.
Defining the Unit of Analysis.
Selecting Units of Analysis.
Structuring the Research Design.
Cultural Bias in Research Design, Communication and Interpretation.
6. Establishing the Comparability of Multicountry Data.
Establishing Comparability: The Emic/Etic Dilemma.
Establishing Data Equivalence.
Determining Construct Validity.
Establishing Construct Reliability.
7. Nonsurvey Data Collection Techniques.
Different Qualitative Techniques.
Observational and Quasi–observational Data.
8. Survey Instrument Design.
Questionnaire Design and Question Formulation.
Type of Question.
Use of Nonverbal Stimuli.
Potential Sources of Bias Associated with the Research Instrument.
9. Sampling and Data Collection.
Achieving Comparability in Sampling.
Data Collection Procedures.
Field Staff Organization and Training.
10. Multicountry Scales.
General Issues in Scale Development.
Using Multi–item Scales in Cross–cultural Research.
Developing Cross–cultural Scales.
11. Analysis of Multicountry Data.
Multicountry Data Analysis.
Assessing the Differences in the Level of Variables between Countries.
12. Assessing Differences in the Structure of Variables.
Means End Hierarchies.
Confirmatory Factor Analysis.
Covariance Structure Models.
Advances in Data Analysis.
13. The International Marketing Information System.
Information Components of the International Marketing System.
Data Collection and Processing for the International Marketing Information System.
Applying the Information System.
14. Challenges Facing International Marketing Research.
Coping with Change: Marketing Infrastructure and Technology.
Contending with Complexity: Conducting Research in Emerging Markets.
Confronting Competition: Marketing Research Services in a Global Environment.
Conforming to Conscience: Ethics in International Marketing Research.
15. Future Directions in International Marketing Research.
Comparability and Equivalence Revisited.
Developing the Research Design.
Improving Analysis of Cross–cultural Data.
The Growth of Internet Research.