Research Catalog

Title

The AMA guide to the globe : managing the international marketing research process / Holly B. Edmunds.

Author

Edmunds, Holly.

Publication

Mason, Ohio : Thomson Texere, [2006], ©2006.

Items in the Library & Off-site

Holdings

Details

Additional Authors

• American Marketing Association.
• Racom Communications.

Description

314 pages; 24 cm

Summary

"Through a step-by-step discussion of the basic issues and tasks involved in the global research process, this book will help you initiate an international research project, manage the process from the questionnaire development through the completion of the project, and ensure that the results of your project are presented internally in the most effective manner. It will help you make research decisions that are educated, well-informed and, above all, in the best interests of your company."--BOOK JACKET.

Alternative Title

American Management Association guide to the globe

Subjects

• Research > Management
• Marketing research

Note

• "American Marketing Association; Racom Communications."

Bibliography (note)

• Includes bibliographical references (p. 307-308) and index.

Contents

Ch. 1. When to knock on foreign doors : domestic versus global research - do you need it at all? -- Ch. 2. Getting the process started -- Ch. 3. Selecting vendors for international research -- Ch. 4. The proposal process -- Ch. 5. What type of research works where? : selecting appropriate methodologies -- Ch. 6. Cultural issues -- Ch. 7. Crossing language barriers -- Ch. 8. On your mark ... get set ... -- Ch. 9. Coordinating the international research project -- Ch. 10. Unusual suspects : problems with your project -- Ch. 11. Reporting : "who, what, when, where, why, how" -- Ch. 12. Ethics in international research.

ISBN

0324313314 (acid-free paper)

LCCN

2006011675

OCLC

• OCM67345908
• SCSB-5924191

Owning Institutions

Columbia University Libraries