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TABLE OF CONTENTS
1 Marketing research in a global environment 1
2 Designing international marketing research 23
3 Secondary data sources 63
4 Uses of secondary data 109
5 Structuring primary data collection 153
6 Establishing the comparability of multicountry data 179
7 Nonsurvey data collection techniques 205
8 Survey instrument design 239
9 Sampling and data collection 277
10 Multicountry scales 311
11 Analysis of multicountry data 347
12 Assessing differences in the structure of variables 381
13 The international marketing information system 419
14 Challenges facing international marketing research 443
15 Future directions in international marketing research 465
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International Marketing Research is widely regarded as the definitive textbook in its field. The third edition is completely updated to reflect changes in both the structure and practice of international marketing research in the last five years. As business is being increasingly conducted on a global scale, the need for valid and reliable information to make decisions is intensifying. Industry consolidation of research firms has accelerated as they strive to serve global clients more efficiently. The Internet has burst on to the scene as an alternative way to gather information and conduct surveys rapidly.
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