International Marketing Research

International Marketing Research Third edition......Page 3
CONTENTS......Page 9
About the Authors......Page 13
Preface......Page 15
Introduction......Page 23
Complexity of International Marketing......Page 26
Importance of Research for International Marketing Decisions......Page 32
Issues in International Marketing Research......Page 36
Scope of the Book......Page 41
Introduction......Page 45
The International Marketing Research Plan......Page 47
The International Marketing Research Process......Page 51
Structuring the Unit of Analysis......Page 58
Selecting Information Sources......Page 59
Research Plan......Page 62
Issues in Administering International Marketing Research......Page 66
Summary......Page 81
Introduction......Page 85
Locating the Appropriate Information......Page 86
Information Sources......Page 93
Information Requirements......Page 109
Summary......Page 125
Introduction......Page 131
Market Entry......Page 132
Demand Estimation......Page 145
Assessing Market Interconnectedness......Page 163
Summary......Page 170
Introduction......Page 175
Defining the Unit of Analysis......Page 176
Selecting Units of Analysis......Page 183
Structuring the Research Design......Page 185
Cultural Bias in Research Design, Communication and Interpretation......Page 192
Summary......Page 196
Introduction......Page 201
Establishing Comparability: The Emic/Etic Dilemma......Page 202
Establishing Data Equivalence......Page 210
Determining Construct Validity......Page 216
Establishing Construct Reliability......Page 217
Summary......Page 222
Introduction......Page 227
Different Qualitative Techniques......Page 228
Observational and Quasi-observational Data......Page 232
Projective Techniques......Page 239
In-depth Interviews......Page 246
Summary......Page 255
Introduction......Page 261
Questionnaire Design and Question Formulation......Page 262
Type of Question......Page 270
Use of Nonverbal Stimuli......Page 272
Instrument Translation......Page 276
Potential Sources of Bias Associated with the Research Instrument......Page 281
Summary......Page 293
Introduction......Page 299
Sampling......Page 301
Achieving Comparability in Sampling......Page 313
Data Collection Procedures......Page 317
Field Staff Organization and Training......Page 325
Summary......Page 328
Introduction......Page 333
General Issues in Scale Development......Page 334
Using Multi-item Scales in Cross-cultural Research......Page 344
Developing Cross-cultural Scales......Page 357
Summary......Page 362
Introduction......Page 369
Multicountry Data Analysis......Page 370
Assessing the Differences in the Level of Variables between Countries......Page 374
Summary......Page 396
Introduction......Page 403
Correlation Analysis......Page 404
Means–End Hierarchies......Page 407
Cluster Analysis......Page 411
Multidimensional Scaling......Page 416
Factor Analysis......Page 419
Confirmatory Factor Analysis......Page 422
Covariance Structure Models......Page 428
Advances in Data Analysis......Page 431
Summary......Page 433
Introduction......Page 441
Information Components of the International Marketing System......Page 444
Data Collection and Processing for the International Marketing Information System......Page 451
Applying the Information System......Page 456
Summary......Page 462
Introduction......Page 465
Coping with Change: Marketing Infrastructure and Technology......Page 467
Contending with Complexity: Conducting Research in Emerging Markets......Page 472
Confronting Competition: Marketing Research Services in a Global Environment......Page 476
Conforming to Conscience: Ethics in International Marketing Research......Page 479
Summary......Page 484
Introduction......Page 487
Comparability and Equivalence Revisited......Page 488
Developing the Research Design......Page 491
Improving Analysis of Cross-cultural Data......Page 495
The Growth of Internet Research......Page 497
Conclusion......Page 498
Subject Index......Page 501
Author Index......Page 517
Acknowledgements......Page 523