Marketing research: a global outlook
Kumar, V.
Marketing research: a global outlook - New Delhi Sage Publications India Pvt. Ltd., 2015 - XXVII, 517 Paper
Preface 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
Global 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
978-93-515-0248-7
Marketing research
658.83/Kum
Marketing research: a global outlook - New Delhi Sage Publications India Pvt. Ltd., 2015 - XXVII, 517 Paper
Preface 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
Global 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
978-93-515-0248-7
Marketing research
658.83/Kum