International Marketing Research

International Marketing Research

International Marketing Research

International Marketing Research

Synopsis

The third edition of International Marketing Research is completely updated to reflect changes in both the structure and practice of international marketing research. Industry consolidation of research firms has accelerated as they strive to better serve global clients. The Internet has burst on to the scene as an alternative way to gather information and conduct surveys rapidly. Increasingly research is being conducted in developing countries as firms expand operations into markets such as India and China. The coverage of research in developing markets has been expanded in the third edition. In addition, to all the updates and changes, a chapter has been added that deals with conceptual and methodological issues in designing and executing research.
  • A complete guide to modern international marketing research techniques by two pioneers in the field.
  • Authoritative coverage of all the latest electronic research techniques.

Excerpt

In the relatively short time since the second edition of International Marketing Research appeared, there have been rapid and dramatic changes in the field. As firms increasingly expand operations in countries outside their home market, they require marketing research to guide decision making. Industry consolidation of research firms has accelerated as they strive to better serve global clients. The Internet has burst on to the scene as an alternative way to gather information and conduct surveys rapidly. Increasingly research is being conducted in developing countries as firms expand operations into markets such as India and China. The third edition of the book is completely updated to reflect changes in both the structure and practice of international marketing research.

Generally speaking, the volume of commercial research on international markets has expanded more rapidly than academic research. This is particularly true within the EU and nearby countries, where market integration means that researchers continually face the challenges of conducting research spanning multiple cultures and countries. At the same time, as firms continue to expand operations in Asia and Latin America, the need for information to plan or adapt strategy to these markets is growing. Progress in academic research, on the other hand, has been hampered largely by the complexity and higher costs associated with the conduct of international research. In the short term this disparity between commercial and academic international marketing research seems likely to continue. As the internationalization of business continues unabated, collection of accurate and timely data, to guide decision making and to keep pace with the accelerating rate of change in markets around the globe, is even more critical. Commercial research suppliers must respond to this and be able to provide the types of information that businesses require to make accurate and timely decisions.

For academic researchers, with limited funding to support research and sparse resources to assist with research projects, the addition of another research context greatly increases the time required to complete the research and the complexity of the research process. This is a cost that many academic researchers do not want or cannot afford to incur. Fortunately, this is gradually changing as the potential of multi-country studies for making seminal contributions to knowledge and deepening understanding of behavior is recognized. Academic researchers are increasingly extending the boundaries of research inquiry by exploring and questioning the applicability and suitability of indigenous research paradigms, notably those developed in the US, to other countries and cultures.

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