ESCP Europe

This book addresses issues involved in conducting international marketing research of both a qualitative and quantitative character. Particular attention is paid to how comparability and equivalence of results in different countries can be established. Coverage includes such topics as the uses of secondary data, the training of field staff, and the assessment of differences in the structure of variables. It is being conducted in developing countries as firms expand operations into markets such as India and China and concludes with a discussion of industry trends such as the growth of Internet- based research.