International Marketing Research

About the Authors. Preface. 1. Marketing Research in a Global Environment. Introduction. 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. Introduction. The International Marketing Research Plan. The International Marketing Research Process. Structuring the Unit of Analysis. Selecting Information Sources. Research Plan. Issues in Administering International Marketing Research. Summary. 3. Secondary Data Sources. Introduction. Locating the Appropriate Information. Information Sources. Information Requirements. Summary. 4. Uses of Secondary Data. Introduction. Market Entry. Demand Estimation. Assessing Market Interconnectedness. Summary. 5. Structuring Primary Data Collection. Introduction. Defining the Unit of Analysis. Selecting Units of Analysis. Structuring the Research Design. Cultural Bias in Research Design, Communication and Interpretation. Summary. 6. Establishing the Comparability of Multicountry Data. Introduction. Establishing Comparability: The Emic/Etic Dilemma. Establishing Data Equivalence. Determining Construct Validity. Establishing Construct Reliability. Summary. 7. Nonsurvey Data Collection Techniques. Introduction. Different Qualitative Techniques. Observational and Quasi-observational Data. Projective Techniques. In-depth Interviews. Summary. 8. Survey Instrument Design. Introduction. Questionnaire Design and Question Formulation. Type of Question. Use of Nonverbal Stimuli. Instrument Translation. Potential Sources of Bias Associated with the Research Instrument. Summary. 9. Sampling and Data Collection. Introduction. Sampling. Achieving Comparability in Sampling. Data Collection Procedures. Field Staff Organization and Training. Summary. 10. Multicountry Scales. Introduction. General Issues in Scale Development. Using Multi-item Scales in Cross-cultural Research. Developing Cross-cultural Scales. Summary. 11. Analysis of Multicountry Data. Introduction. Multicountry Data Analysis. Assessing the Differences in the Level of Variables between Countries. Summary. 12. Assessing Differences in the Structure of Variables. Introduction. Correlation Analysis. Means-End Hierarchies. Cluster Analysis. Multidimensional Scaling. Factor Analysis. Confirmatory Factor Analysis. Covariance Structure Models. Advances in Data Analysis. Summary. 13. The International Marketing Information System. Introduction. Information Components of the International Marketing System. Data Collection and Processing for the International Marketing Information System. Applying the Information System. Summary. 14. Challenges Facing International Marketing Research. Introduction. 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. Summary. 15. Future Directions in International Marketing Research. Introduction. Comparability and Equivalence Revisited. Developing the Research Design. Improving Analysis of Cross-cultural Data. The Growth of Internet Research. Conclusion. Subject Index. Author Index. Acknowledgements.