International marketing research
By: C. Samuel Craig and Susan P. Douglas.
Contributors: Douglas, Susan P.
Edition: 2nd ed.
Publisher: Wiley
Published: 2000
Place of publication: Chichester [England]; New York, NY
Language: eng
Number of pages: 425
Subjects: Export marketing -- Research.
Description: "Craig and Douglas discuss recent developments in the scope and extent of international marketing research. They also examine advances in both quantitative and qualitative research techniques. Greater attention is paid to issues such as decentering of the research design, scale development, measurement equivalence and reliability, and multi-country data analysis. The explosive rate of growth in communications technology and the impact of the Internet on research in the international environment are also considered. Craig and Douglas conclude with a discussion of how further progress can be made in international marketing research."--Jacket.
Notes: Includes bibliographical references and indexes.
Douglas' name appears first on the earlier edition.