Need, nature and scope; complexities of international marketing research; marketing information system (MIS); Organization of international marketing research.
Marketing Research Process
Problem identification; Selection of research design: major issues; emic dilemma.
Secondary and Primary Data
Secondary data sources and uses; online data sources and research; Primary data collection: methods and instruments, Attitude measurement; Sampling plan.
Multivariate Country Data Analysis
Issues and process; Univariate and multivariate data analysis techniques, Research Report Preparation and Presentation; Product research; Advertising research; Ethical issues involved in international marketing research.