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International Marketing Research, 3rd Edition

C. Samuel Craig, Susan P. Douglas

ISBN: 978-0-470-01095-2 December 2009 524 Pages


International Marketing Research is widely regarded as the definitive textbook in its field. The third edition is completely updated to reflect changes in both the structure and practice of international marketing research in the last five years. As business is being increasingly conducted on a global scale, the need for valid and reliable information to make decisions is intensifying. Industry consolidation of research firms has accelerated as they strive to serve global clients more efficiently. The Internet has burst on to the scene as an alternative way to gather information and conduct surveys rapidly.

The third edition has incorporated these developments while adhering to the underlying principles that guided the previous two editions, namely that the basic principles of marketing research are the same whether research is conducted in an international or a domestic context. However, the international marketing researcher faces greater difficulties than his or her domestic counterpart. These difficulties stem from operating across national boundaries and in a diverse range of socio-cultural environments.

Related Resources

About the Authors.


1. Marketing Research in a Global Environment.


Complexity of International Marketing.

Importance of Research for International Marketing Decisions.

Issues in International Marketing Research.

Scope of the Book.

2. Designing International Marketing Research.


The International Marketing Research Plan.

The International Marketing Research Process.

Structuring the Unit of Analysis.

Selecting Information Sources.

Research Plan.

Issues in Administering International Marketing Research.


3. Secondary Data Sources.


Locating the Appropriate Information.

Information Sources.

Information Requirements.


4. Uses of Secondary Data.


Market Entry.

Demand Estimation.

Assessing Market Interconnectedness.


5. Structuring Primary Data Collection.


Defining the Unit of Analysis.

Selecting Units of Analysis.

Structuring the Research Design.

Cultural Bias in Research Design, Communication and Interpretation.


6. Establishing the Comparability of Multicountry Data.


Establishing Comparability: The Emic/Etic Dilemma.

Establishing Data Equivalence.

Determining Construct Validity.

Establishing Construct Reliability.


7. Nonsurvey Data Collection Techniques.


Different Qualitative Techniques.

Observational and Quasi-observational Data.

Projective Techniques.

In-depth Interviews.


8. Survey Instrument Design.


Questionnaire Design and Question Formulation.

Type of Question.

Use of Nonverbal Stimuli.

Instrument Translation.

Potential Sources of Bias Associated with the Research Instrument.


9. Sampling and Data Collection.



Achieving Comparability in Sampling.

Data Collection Procedures.

Field Staff Organization and Training.


10. Multicountry Scales.


General Issues in Scale Development.

Using Multi-item Scales in Cross-cultural Research.

Developing Cross-cultural Scales.


11. Analysis of Multicountry Data.


Multicountry Data Analysis.

Assessing the Differences in the Level of Variables between Countries.


12. Assessing Differences in the Structure of Variables.


Correlation Analysis.

Means–End Hierarchies.

Cluster Analysis.

Multidimensional Scaling.

Factor Analysis.

Confirmatory Factor Analysis.

Covariance Structure Models.

Advances in Data Analysis.


13. The International Marketing Information System.


Information Components of the International Marketing System.

Data Collection and Processing for the International Marketing Information System.

Applying the Information System.


14. Challenges Facing International Marketing Research.


Coping with Change: Marketing Infrastructure and Technology.

Contending with Complexity: Conducting Research in Emerging Markets.

Confronting Competition: Marketing Research Services in a Global Environment.

Conforming to Conscience: Ethics in International Marketing Research.


15. Future Directions in International Marketing Research.


Comparability and Equivalence Revisited.

Developing the Research Design.

Improving Analysis of Cross-cultural Data.

The Growth of Internet Research.


Subject Index.

Author Index.


  • The previous editions were widely viewed as the definitive texts in the field, no other marketing research book covers the same material.
  • Since the second edition was published there have been rapid and dramatic changes in the field that are thoroughly explored in the new edition.
  • Material on the conceptual foundations of international marketing research has been expanded and now consists of two chapters, 5 and 6.
  • All references to secondary data sources have been updated.
  • New information on the size of the market research industry and the costs of conducting marketing research has been incorporated.
  • More web and internet references have been added.
  • All chapters have been updated incorporating the latest research.
  • New and current examples have been added through out.
  • Written by two authors well-known and well-respected in the field of international marketing
"…a valuable guide for many marketing researchers, their clients, and academics seeking specialized knowledge of theories…" (International Journal of Marketing, January 2007)
  • A complete guide to modern international marketing research techniques by two pioneers in the field.
  • Authoritative coverage of all the latest electronic research techniques.