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TitleInternational marketing research
Author V. Kumar
Imprint Upper Saddle River, N.J. : Prentice Hall, c2000
Descript xxx, 448 p. : ill

CONTENT

The nature and scope of international marketing research -- Marketing research in the international environment -- International marekting 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 -- Scale development -- Questionnaire design -- Samlpling -- Simple data analysis -- Advanced data analysis -- Multivariate data analysis -- Presenting the results -- Asia-Pacific -- Europe -- Latin America -- Middle East and Africa -- North America -- The future of international marketing research


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