International Marketing Research

International Marketing Research is widely regarded as thedefinitive textbook in its field. The third edition is completelyupdated to reflect changes in both the structure and practice ofinternational marketing research in the last five years. Asbusiness is being increasingly conducted on a global scale, theneed for valid and reliable information to make decisions isintensifying. Industry consolidation of research firms hasaccelerated as they strive to serve global clients moreefficiently. The Internet has burst on to the scene as analternative way to gather information and conduct surveys rapidly. The third edition has incorporated these developments whileadhering to the underlying principles that guided the previous twoeditions, namely that the basic principles of marketing researchare the same whether research is conducted in an international or adomestic context. However, the international marketing researcherfaces greater difficulties than his or her domestic counterpart.These difficulties stem from operating across national boundariesand in a diverse range of socio-cultural environments.