The AMA Guide to the Globe: Managing the International Marketing Research Process

by Holly Edmunds

This book is designed to help research buyers make sound decisions regarding international research. Research buyers, as used in this book, could also be a researcher working internally for their own corporate clients. Through a step-by-step discussion of the basic issues and tasks involved in the global research process, this book will help you initiate an international research project, and manage the process from the questionnaire development through the project completion.

320 pages, Hardcover

First published July 17, 2006