International Marketing Research: A Transformative Approach eBook

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About this eTextbook

International Marketing Research A Transformative Approach This book provides a practical, detailed, and well-documented guide that takes students and market researchers through all phases of developing and conducting global marketing research. This book not only accounts for the recent developments in the scope and extent of global marketing research, but also examines advances in both quantitative and qualitative research techniques, and the impact of the Internet on research in the global environment. It includes coverage of all phases involved in designing and executing global marketing research - from analyzing the nature and scope of the research to the preliminary stages, gathering data, designing the questionnaires, sampling, and presenting the data.

Numerous country-specific examples and case studies will add to the understanding of the concepts laid out in the book. This edition features updates related to leveraging the power of AI, Internet of Things, machine learning, blockchain, robotics, the metaverse, and otheremerging technologies that are impacting the way in which marketing research is performed. With an instructor’s manual as well as PPT slides covering major topics within the chapters, in addition to numerous cases, this text provides the most current and relevant information about the global marketing research industry and outlines the necessary techniques that can guide researchers in their work.

Publication details

Author: V. Kumar
Publisher: Palgrave Macmillan
eText ISBN: 9783031546501, 3031546504
Print ISBN: 9783031546495, 3031546490

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About this eTextbook

International Marketing Research A Transformative Approach This book provides a practical, detailed, and well-documented guide that takes students and market researchers through all phases of developing and conducting global marketing research. This book not only accounts for the recent developments in the scope and extent of global marketing research, but also examines advances in both quantitative and qualitative research techniques, and the impact of the Internet on research in the global environment. It includes coverage of all phases involved in designing and executing global marketing research – from analyzing the nature and scope of the research to the preliminary stages, gathering data, designing the questionnaires, sampling, and presenting the data.

Publication details

Author: V. Kumar
Publisher: Palgrave Macmillan
eText ISBN: 9783031546501, 3031546504
Print ISBN: 9783031546495, 3031546490

What you receive

A licensed digital edition of this title, supplied as PDF or EPUB. The format is set by the publisher, so email us the ISBN before ordering and we will confirm which one it is.
Delivered to the email address on your order as a secure download link, usually within minutes and always within 24 hours of payment.
Download links do not expire and there is no cap on re-downloads. Readable on any computer, tablet or phone, online or offline.
This is a digital edition. Nothing is printed, packed or posted, and there is no delivery charge.