Kumar, V.: International Marketing Research

A Transformative Approach. This book provides a practical, detailed, and well-documented guide that takes through all phases of developing and conducting global marketing research. This book not only accounts for the recent developments in the scope and extent of global marketing research, but also examines advances in both quantitative and qualitative research techniques, and the impact of the Internet on research in the global environment. It includes coverage of all phases involved in designing and executing global marketing research - from analyzing the nature and scope of the research to the preliminary stages, gathering data, designing the questionnaires, sampling, and presenting the data. Numerous country-specific examples and case studies will add to the understanding of the concepts laid out in the book. XLIX,611 Seiten mit 26 Farb- und 18 s/w-Abb. sowie 70 Tabellen, broschiert (Palgrave Macmillan 2024) leichte Lagerspuren/minor shelfwear

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