Essential to any student of the discipline, this textbook offers a comprehensive, applied approach to understanding and designing market research. Balancing the fundamental quantitative methodologies and theoretical structures with practical applications of qualitative techniques, this book is ideal for the novice researcher, and for those more familiar with the discipline. With an emphasis on both critical thinking and hands-on application, the textbook contains: several real life case studies; useful learning features such as key terms, definitions and discussion topics, and is supported by a companion website.

Cultural Considerations for Marketing Research
Learning Objectives
  • Introduce unique international marketing research challenges
  • Examine the importance of language translation
  • Understand how Hofstede's cultural dimensions affect conducting research
  • Appreciate the unique ethical issues when conducting cross cultural research
Global Business Needs Global Research

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