International Marketing Research: Concepts and Methods

by C. Samuel Craig, Susan P. Douglas

The importance of international marketing research has grown as more and more companies have internationalized their business over the last two decades. This text provides the reader with a thorough update reflecting the developments and technological changes in conducting research in the international environment. It covers topics such as sampling, data collection, single country data analysis, and multicountry data analysis, as well as a whole chapter on scaling techniques.

448 pages, Paperback

First published April 30, 1983