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Marketing Research: An International Approach, 1/e
by Schmidt & Hollensen
Finally! A tools-oriented book that shows how international marketing managers can transform existing and newly collected "raw" data into useful information. Schmidt and Hollensen enliven the study of Marketing Research in an international business context. The authors provide short examples which illustrate the different marketing techniques, as well as a large scale study (comprehensive interview with 450 export managers), so that students can apply the techniques to real empirical data.
"This book is a valuable resource for business students and managers conducting and using marketing research on a global scale. Rather than focusing mostly on problem definition and data gathering as the typical marketing research text, this book places more emphasis on the transformation of secondary and primary data into managerial insights, providing an extensive coverage of qualitative and quantitative research methods. Most importantly, these state-of-the-art techniques are presented in a clear way and illustrated with concrete applications, solving international marketing problems."
Wagner A Kamakura, The Fuqua School of Business, Duke University
ISBN-10: 0273646354 | ISBN-13: 9780273646358
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