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Full Description
International Marketing Research is widely regarded as the definitive textbook in its field. The third edition is completely updated to reflect changes in both the structure and practice of international marketing research in the last five years. As business is being increasingly conducted on a global scale, the need for valid and reliable information to make decisions is intensifying. Industry consolidation of research firms has accelerated as they strive to serve global clients more efficiently. The Internet has burst on to the scene as an alternative way to gather information and conduct surveys rapidly. 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.
Contents
About the Authors xi
Preface xiii
1 Marketing Research in a Global Environment 1
Introduction 1
Complexity of International Marketing 4
Importance of Research for International Marketing Decisions 10
Issues in International Marketing Research 14
Scope of the Book 19
2 Designing International Marketing Research 23
Introduction 23
The International Marketing Research Plan 25
The International Marketing Research Process 29
Structuring the Unit of Analysis 36
Selecting Information Sources 37
Research Plan 40
Issues in Administering International Marketing Research 44
Summary 59
3 Secondary Data Sources 63
Introduction 63
Locating the Appropriate Information 64
Information Sources 71
Information Requirements 87
Summary 103
4 Uses of Secondary Data 109
Introduction 109
Market Entry110
Demand Estimation 123
Assessing Market Interconnectedness 141
Summary 148
5 Structuring Primary Data Collection 153
Introduction 153
Defining the Unit of Analysis 154
Selecting Units of Analysis 161
Structuring the Research Design 163
Cultural Bias in Research Design, Communication and Interpretation 170
Summary 174
6 Establishing the Comparability of Multicountry Data 179
Introduction 179
Establishing Comparability: The Emic/Etic Dilemma 180
Establishing Data Equivalence 188
Determining Construct Validity194
Establishing Construct Reliability195
Summary 200
7 Nonsurvey Data Collection Techniques 205
Introduction 205
Different Qualitative Techniques 206
Observational and Quasi-observational Data 210
Projective Techniques 217
In-depth Interviews 224
Summary 233
8 Survey Instrument Design 239
Introduction 239
Questionnaire Design and Question Formulation 240
Type of Question 248
Use of Nonverbal Stimuli 250
Instrument Translation 254
Potential Sources of Bias Associated with the Research Instrument 259
Summary 271
9 Sampling and Data Collection 277
Introduction 277
Sampling 279
Achieving Comparability in Sampling 291
Data Collection Procedures 295
Field Staff Organization and Training 303
Summary 306
10 Multicountry Scales 311
Introduction 311
General Issues in Scale Development 312
Using Multi-item Scales in Cross-cultural Research 322
Developing Cross-cultural Scales 335
Summary 340
11 Analysis of Multicountry Data 347
Introduction 347
Multicountry Data Analysis 348
Assessing the Differences in the Level of Variables between Countries 352
Summary374
12 Assessing Differences in the Structure of Variables 381
Introduction 381
Correlation Analysis 382
Means-End Hierarchies 385
Cluster Analysis 389
Multidimensional Scaling 394
Factor Analysis 397
Confirmatory Factor Analysis 400
Covariance Structure Models 406
Advances in Data Analysis 409
Summary 411
13 The International Marketing Information System 419
Introduction 419
Information Components of the International Marketing System 422
Data Collection and Processing for the International Marketing Information System 429
Applying the Information System 434
Summary 440
14 Challenges Facing International Marketing Research 443
Introduction 443
Coping with Change: Marketing Infrastructure and Technology445
Contending with Complexity: Conducting Research in Emerging Markets 450
Confronting Competition: Marketing Research Services in a Global Environment 454
Conforming to Conscience: Ethics in International Marketing Research 457
Summary 462
15 Future Directions in International Marketing Research 465
Introduction 465
Comparability and Equivalence Revisited 466
Developing the Research Design 469
Improving Analysis of Cross-cultural Data 473
The Growth of Internet Research 475
Conclusion 476
Subject Index 479
Author Index 495
Acknowledgements 503
