International Marketing Research, 3rd Edition [#981212]

Free Download International Marketing Research, 3rd Edition
English | 2020 | ISBN: 9388991885 | 530 Pages | PDF (True) | 11 MB
The purpose of this book is twofold. First, the book aims to assist academic researchers in conducting multi-country research. The book is designed to help researchers create sound research designs that will allow for valid and meaningful inferences to be made. Attention is paid to how comparability and equivalence of results in different countries can be established. Consideration is given to the conceptual framework that guides research as well as the methodological foundations. Consequently, the third edition pays greater attention to issues such as decentering of the research design, scale development, measurement equivalence and reliability, and multi-country data analysis. As a result, it is hoped that it will effectively serve academic researchers interested in the theoretical issues relating to international and cross-cultural research in marketing.