Measurement and Research Methods in International Marketing: 22 (Advances in International Marketing) - Hardcover

 
9781780520940: Measurement and Research Methods in International Marketing: 22 (Advances in International Marketing)
Hardcover
ISBN 10: 1780520948 ISBN 13: 9781780520940
Verlag: Emerald Group Publishing Limited, 2011

Inhaltsangabe

Publishing cross-national research is often a difficult endeavour as ensuring equivalence of method and measures can be challenging. Even though the importance of sound data and valid measures has long been an acknowledged, it is often problematic to follow required quality standards in concrete research situations. Against this background, this volume addresses issues pertaining to measurement and research methodology in an international marketing context. Written by a group of internationally renowned scholars, the papers address a broad range of subjects including response-bias in cross-cultural research, problems with cultural distance measures, and construct specification. Others focus on the development and application of novel research methods, for example in the context of marketing efficiency measurement or international market segmentation. Collectively, the papers in this volume substantially further marketing knowledge and provide fruitful avenues for future research. As such, this volume is an invaluable asset to researchers, students and practitioners in this particular field.

Die Inhaltsangabe kann sich auf eine andere Ausgabe dieses Titels beziehen.

Reseña del editor

Publishing cross-national research is often a difficult endeavour as ensuring equivalence of method and measures can be challenging. Even though the importance of sound data and valid measures has long been an acknowledged, it is often problematic to follow required quality standards in concrete research situations. Against this background, this volume addresses issues pertaining to measurement and research methodology in an international marketing context. Written by a group of internationally renowned scholars, the papers address a broad range of subjects including response-bias in cross-cultural research, problems with cultural distance measures, and construct specification. Others focus on the development and application of novel research methods, for example in the context of marketing efficiency measurement or international market segmentation. Collectively, the papers in this volume substantially further marketing knowledge and provide fruitful avenues for future research. As such, this volume is an invaluable asset to researchers, students and practitioners in this particular field.

„Über diesen Titel“ kann sich auf eine andere Ausgabe dieses Titels beziehen.

Verlag
Emerald Group Publishing Limited
Erscheinungsdatum
2011
Sprache
Englisch
ISBN 10 
1780520948
ISBN 13 
9781780520940
Einband
Tapa dura
Anzahl der Seiten
252
Herausgeber
Schwaiger Manfred, Sarstedt Marko
Kontakt zum Hersteller
Nicht verfügbar
Verantwortliche Person
Nicht verfügbar