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Methodological Considerations in International Market 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 5, Methodological Considerations in International Market Research, the authors address methodological considerations in international market research. They examine the challenges of research validity, reliability, and equivalency in developing measures and assessing constructs. They also highlight the institutional environment in which international market research takes place. As Food for Thought, they offer a deeper discussion of some of the measurement issues that researchers face in international studies, especially survey research in multiple countries, and they suggest coping mechanisms that help to overcome these issues.