Normal view MARC view ISBD view

International marketing research / C. Samuel Craig, Susan P. Douglas

Main Author Craig, C. Samuel Coauthor Douglas, Susan P. Edition 3rd ed. Publication Chichester : John Wiley & Sons, cop. 2005 Description xix, 503 p. : il. ; 24 cm ISBN 0470010959 Topical name Marketing - Pesquisa
Marketing internacional
CDU 658.8.012.1
Tags from this library: No tags from this library for this title. Log in to add tags.
    average rating: 0.0 (0 votes)
Holdings
Item type Current location Call number Status Date due Barcode Item holds
Book Biblioteca Universidade Europeia (QBN)
658.8.012.1 CRA Available 9847
Total holds: 0

Table of contents

1. Marketing Research in a Global Environment
2. Designing International Marketing Research
3. Secondary Data Sources
4. Uses of Secondary Data
5. Structuring Primary Data Collection
6. Establishing the Comparability of Multicountry Data
7. Nonsurvey Data Collection Techniques
8. Survey Instrument Design
9. Sampling and Data Collection
10. Multicountry Scales
11. Analysis of Multicountry Data
12. Assessing Differences in the Structure of Variables
13. The International Marketing Information System
14. Challenges Facing International Marketing Research
15. Future Directions in International Marketing Research

There are no comments for this item.

Log in to your account to post a comment.