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Marketing Research
A Global Outlook

  • V. Kumar - Regents’ Professor, Georgia State University, Atlanta, USA

Other Titles in:
Business & Management | Marketing

July 2015 | 560 pages | SAGE Texts

This practical, detailed, and well-documented textbook will guide students, academicians, and market researchers through all phases of developing and conducting marketing research at local and global levels.

Marketing Research: A Global Outlook is a comprehensive text that tracks the dynamic world of global marketing and undertakes a systematic approach in discussing the steps involved in the process of conducting marketing research.

This text has been developed by the author from over two decades of experience in conducting marketing research and observing the behavior of customers in more than 30 countries. It discusses recent developments in the scope and extent of the subject and examines advances in quantitative and qualitative research techniques from a global perspective.

Key Features:

• Overview of marketing research processes including introduction of key concepts, exploring relevant issues, and highlighting major challenges to understand and coordinate the entire process

• Focus on the important phases of marketing research such as understanding its nature and scope, data collection, questionnaire designing, sampling, and analysis and presentation of results

• Numerous country-specific examples and cases from the global perspective giving detailed insight into the developments around the world

• Dedicated and up-to-date inclusion of a section on the aspects of marketing research in major geographical areas

• Chapter-end review exercises and case-based questions for critical and in-depth understanding

 

 
Preface
 
Acknowledgements
 
I: INTRODUCTION TO MARKETING RESEARCH FOR THE EMERGING & DEVELOPED MARKETS
 
The Nature and Scope of Global Marketing Research
 
Marketing Research in the Global Environment
 
Global Marketing Research Process
 
II DESIGNING AND ADMINISTERING THE RESEARCH PROCESS
 
Preliminary Stages of the Research Process
 
Secondary Data Research
 
Marketing Research on the Internet
 
Primary Data Research
 
Qualitative and Observational Research
 
Survey Research
 
Scale Development
 
Questionnaire Design
 
Sampling
 
III: DATA ANALYSIS AND REPORTING THE RESULTS
 
Simple Data Analysis
 
Advanced Data Analysis
 
Multivariate Data Analysis
 
Presenting the Results
 
IV MARKETING RESEARCH APPROACHES ACROSS THE GLOBAL MARKETS
 
Asia-Pacific
 
Europe
 
Latin America
 
Middle East and Africa
 
North America
 
V: FUTURE DIRECTIONS IN GLOBAL MARKETING RESEARCH
 
The Future of Global Marketing Research
 
CASE STUDIES
Case I: Starbucks—Going to the Source  
Case II: Tesla’s Trademark Troubles  
Case III: Segmenting Indian Households  
Case IV: Subaru—A Problem of Plenty  
Case V: Millennials at Work  
 
Index

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V. Kumar

V. Kumar is a Regents’ Professor, Richard and Susan Lenny Distinguished Chair and Professor in Marketing, and the Executive Director of the Center for Excellence in Brand and Customer Management, and the Director of the PhD Program in Marketing at the J. Mack Robinson College of Business, Georgia State University. He is also the first person outside of China to be named Chang Jiang Scholar, Huazhong University of Science and Technology, Wuhan, China, and Lee Kong Chian Fellow, Singapore Management University, Singapore.Dr Kumar has been recognized with twelve lifetime achievement awards in Marketing Strategy,... More About Author

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ISBN: 9789351502487
₹525.00