Description
Book SynopsisGlobal Marketing Research is a comprehensive text that tracks the dynamic world of global marketing and undertakes a systematic approach in discussing the steps involved in the process of conducting marketing research.
This text has been developed by the author from over two decades of experience in conducting marketing research and observing the behavior of customers in more than 30 countries. It discusses recent developments in the scope and extent of the subject and examines advances in quantitative and qualitative research techniques from a global perspective.
Key Features
• Overview of marketing research processes including introduction of key concepts, exploring relevant issues, and highlighting major challenges to understand and coordinate the entire process
• Focus on the important phases of marketing research such as understanding its nature and scope, data collection, questionnaire designing, sampling, and analysis and presentation of results
• Numerous country-specific examples and cases from the global perspective giving detailed insight into the developments around the world
• Dedicated and up-to-date inclusion of a section on the aspects of marketing research in major geographical areas
• Chapter-end review exercises and case-based questions for critical and in-depth understanding
Table of ContentsPreface Acknowledgements I: INTRODUCTION TO MARKETING RESEARCH FOR THE EMERGING & DEVELOPED MARKETS The Nature and Scope of Global Marketing Research Marketing Research in the Global Environment Global Marketing Research Process II DESIGNING AND ADMINISTERING THE RESEARCH PROCESS Preliminary Stages of the Research Process Secondary Data Research Marketing Research on the Internet Primary Data Research Qualitative and Observational Research Survey Research Development of Scales Questionnaire Design Sampling III: DATA ANALYSIS AND REPORTING THE RESULTS Simple Data Analysis Advanced Data Analysis Multivariate Data Analysis Presenting the Results IV MARKETING RESEARCH APPROACHES ACROSS THE GLOBAL MARKETS Asia-Pacific Europe Latin America Middle East and Africa North America V: FUTURE DIRECTIONS IN GLOBAL MARKETING RESEARCH The Future of Global Marketing Research CASE STUDIES Case I: Starbucks—Going to the Source Case II: Tesla’s Trademark Troubles Case III: Segmenting Indian Households Case IV: Subaru—A Problem of Plenty Case V: Millennials at Work Index
