Conducting Market Research for International Business
This book is designed to help managers and scholars understand the fundamentals of international market research. It offers a comprehensive treatment of the research issues that international business managers face when contemplating market entry, engaging buyers in foreign markets, maintaining...
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| Những tác giả chính: | , , |
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| Định dạng: | Sách |
| Ngôn ngữ: | English |
| Được phát hành: |
Business Expert
2012
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| Những chủ đề: | |
| Truy cập trực tuyến: | https://scholar.dlu.edu.vn/thuvienso/handle/DLU123456789/31095 |
| Các nhãn: |
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| Thư viện lưu trữ: | Thư viện Trường Đại học Đà Lạt |
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| Tóm tắt: | This book is designed to help managers and scholars understand the
fundamentals of international market research. It offers a comprehensive
treatment of the research issues that international business managers face
when contemplating market entry, engaging buyers in foreign markets,
maintaining and growing market share, and expanding to newer opportunities
abroad. The book describes how to initiate an international
research project—from analyzing the nature and scope of the research
to the preliminary stages, gathering data, designing surveys, sampling,
analyzing the data, and more. It also provides a sound theoretical base,
supported by numerous examples. This practical, detailed guide further
offers extensive coverage on using the Internet for research.
Key areas of coverage include the six activities associated with Global
Market Opportunity Assessment (GMOA); fundamentals of international
market research; the types of information needed in international
research, and how these are gathered and converted into useful, managerially
relevant information; the merits and limitations of primary and
secondary data, and suggestions regarding Internet-based resources; research
using primary data, particularly regarding survey research; a threephased
approach for conducting international market research composed
of macro-, micro-, and cultural analysis; methodological considerations in
international market research, such as validity, reliability, and equivalency in
conducting research; specifi c measurement issues that researchers face in
international studies, and methods to overcome these issues; an extended
example of a market research situation facing a typical fi rm; important
research issues, such as developing research questions, constructing measures,
sampling, and data collection; a listing of numerous Internet sites,
organized by category, for conducting research; a sample international
business plan and the research requirements for completing such a plan. |
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