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Fundamentals of International Market Opportunity Research
內容大綱
This practical guide, published by Business Expert Press, leads readers through the issues they will face in developing new marketing opportunities in foreign markets. In Chapter 3, Fundamentals of International Market Opportunity Research, the authors explain the fundamentals of international market research, the types of information needed in international research, and how these are gathered and converted into useful, managerially relevant information. They also address the merits and limitations of primary and secondary data, and offer suggestions regarding online resources. They then discuss the nature of buyer behavior. Finally, in a special section called "Food for Thought," they examine research on perceptions, attitudes, beliefs, and values, all of which strongly influence buyer intentions to purchase.