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Focusing on global marketing research, this comprehensive guide walks students and market researchers through every phase of the research process. It addresses recent advancements in the field, including both quantitative and qualitative techniques, and explores how the Internet has transformed research practices in a global context. The book emphasizes practical applications and thorough documentation, making it an essential resource for understanding the complexities of conducting research in today's interconnected market.
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International Marketing Research, V. Kumar
- Language
- Released
- 2024
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- (Paperback)
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- Title
- International Marketing Research
- Subtitle
- A Transformative Approach
- Language
- English
- Authors
- V. Kumar
- Publisher
- Springer Nature Switzerland
- Released
- 2024
- Format
- Paperback
- Pages
- 664
- ISBN13
- 9783031546495
- Category
- Business and Economics, Psychology
- Description
- Focusing on global marketing research, this comprehensive guide walks students and market researchers through every phase of the research process. It addresses recent advancements in the field, including both quantitative and qualitative techniques, and explores how the Internet has transformed research practices in a global context. The book emphasizes practical applications and thorough documentation, making it an essential resource for understanding the complexities of conducting research in today's interconnected market.