| Description |
1 online resource (252 pages) |
| Series |
Advances in International Marketing, 22 ; v. 22 |
|
Advances in international marketing ; 22
|
| Contents |
FRONT COVER; MEASUREMENT AND RESEARCH METHODS IN INTERNATIONAL MARKETING; COPYRIGHT PAGE; CONTENTS; LIST OF CONTRIBUTORS; SECTION I; PART I: MEASUREMENT ISSUES; PART II: MEASURING MARKETING EFFICIENCY: TECHNIQUES AND APPLICATIONS; PART III: METHODOLOGICAL ADVANCES IN INTERNATIONAL MARKETING RESEARCH; SECTION II |
| Summary |
Publishing cross-national research is often a difficult endeavour as ensuring equivalence of method and measures can be challenging. Even though the importance of sound data and valid measures has long been an acknowledged, it is often problematic to follow required quality standards in concrete research situations. Against this background, this volume addresses issues pertaining measurement and research methodology in an international marketing context. Written by a group of internationally renowned scholars, the papers address a broad range of subjects including response-bias in cross-cultur |
| Notes |
Print version record |
| Subject |
Export marketing -- Research -- Methodology.
|
| Genre/Form |
Handbooks and manuals.
|
| Form |
Electronic book
|
| Author |
Schwaiger, Manfred, 1963-
|
|
Taylor, Charles R.
|
| ISBN |
1283255952 |
|
1780520956 |
|
9781283255950 |
|
9781780520957 |
|
