Publisher's Synopsis
Discussing marketing research, this text covers international research issues, including the design of international studies, sample surveys, test marketing, international secondary data sources, standardized commercial surveys and panels, multinational survey techniques, multinational questionnaire design, and several company cases which deal with international research. Examples of these issues are integrated throughout both the text and the cases. Quantitative data, such as sample size determination, descriptive statistics, basic hypothesis test, analysis of variance (ANOVA) and measures of association, is also included and enables students to test basic hypotheses and analyze project data. The text also contains end-of-chapter review questions, discussion questions and activity/project suggestions.
