05585nam a22005415i 4500001001800000003000900018005001700027007001500044008004100059020003700100024003500137050001800172072001600190072002300206072001500229100007800244245010500322250001800427264007900445300006600524336002600590337002600616338003600642347002400678505105200702520268201754650002004436650003104456650003404487650001904521650003104540650003004571650003104601650002004632650005704652650002304709650003004732650002104762710003404783773002604817776003604843776003604879776003604915856004604951912001404997912001505011999001705026978-3-031-54650-1DE-He21320260319152502.0cr nn 008mamaa240708s2024    sz |    s    |||| 0|eng d  a97830315465019978-3-031-54650-17 a10.1007/978-3-031-54650-12doi 4aHF5410-5417.5 7aKJS2bicssc 7aBUS0430002bisacsh 7aKJS2thema1 aKumar, V.eauthor.4aut4http://id.loc.gov/vocabulary/relators/aut97131410aInternational Marketing Researchh[electronic resource] :bA Transformative Approach /cby V. Kumar.  a1st ed. 2024. 1aCham :bSpringer Nature Switzerland :bImprint: Palgrave Macmillan,c2024.  aXLIX, 611 p. 44 illus., 26 illus. in color.bonline resource.  atextbtxt2rdacontent  acomputerbc2rdamedia  aonline resourcebcr2rdacarrier  atext filebPDF2rda0 aChapter 1. The Nature and Scope of Global Marketing Research -- Chapter 2. Marketing Research in The Global Environment -- Chapter 3. Global Marketing Research Process -- Chapter 4. Preliminary Stages of The Research Process -- Chapter 5. Secondary Data -- Chapter 6. Marketing Research on The Internet -- Chapter 7. Primary Data Research -- Chapter 8. Qualitative and Observational Research -- Chapter 9. Survey Research -- Chapter 10. Development of Scales -- Chapter 11. Questionnaire Design -- Chapter 12. Sampling -- Chapter 13. Simple Data Analysis -- Chapter 14. Advanced Data Analysis -- Chapter 16. Presenting The Results -- Chapter 17. Asia-Pacific -- Chapter 18. Europe -- Chapter 19. Latin America -- Chapter 20. Middle East and Africa -- Chapter 21. North America -- Chapter 22. The Future of Global Marketing Research. Case Studies -- Case I. Starbucks – Going to the Source -- Case II. Tesla’s Trademark Troubles -- Case III. Segmenting Indian Households -- Case IV. Subaru – A Problem of Plenty -- Case V.Millennials at Work.  aThis book provides a practical, detailed, and well-documented guide that takes students and market researchers through all phases of developing and conducting global marketing research. This book not only accounts for the recent developments in the scope and extent of global marketing research, but also examines advances in both quantitative and qualitative research techniques, and the impact of the Internet on research in the global environment. It includes coverage of all phases involved in designing and executing global marketing research -- from analyzing the nature and scope of the research to the preliminary stages, gathering data, designing the questionnaires, sampling, and presenting the data. Numerous country-specific examples and case studies will add to the understanding of the concepts laid out in the book. This edition features updates related to leveraging the power of AI, Internet of Things, machine learning, blockchain, robotics, the metaverse, and other emerging technologies that are impacting the way in which marketing research is performed. With an instructor’s manual as well as PPT slides covering major topics within the chapters, in addition to numerous cases, this text provides the most current and relevant information about the global marketing research industry and outlines the necessary techniques that can guide researchers in their work. Dr. V. Kumar (VK) is the Professor of Marketing and the Goodman Academic-Industry Partnership Professor in the Goodman School of Business at Brock University, ON, Canada. Prior to joining Brock, VK has held several Endowed Distinguished Faculty Positions in the U.S., and Distinguished Fellowships across universities worldwide, including the Chang Jiang Scholar, HUST, China. VK has also been honored as a Legend in Marketing through the 10-Volume Legends in Marketing series published by Sage Publications with commentaries from scholars worldwide. Professor Kumar has published over 300 scholarly papers and 30 books, received over 20 Lifetime Achievement Awards, and over 25 Research and Teaching Excellence Awards. The American Marketing Association has instituted the V Kumar Mentorship Award to honor his contributions in mentoring future generation of scholars. Professor Kumar has served as the Editor-in-Chief of the Journal of Marketing (2014–2018) and serves/ served as the Department Editor of POM, the Consulting Editor of JIBS, and the Senior Consulting Editor of Elsevier Marketing Journals. Global Fortune 500 firms have implemented many of VK’s ideas and models in multiple areas of marketing and operations which have resulted in gains of over multi-billion dollars. 0aMarketing.9521 0aMarketing research.957888 0aBusiness intelligence.957215 0aTelemarketing. 0aInternet marketing.959122 0aConsumer behavior.957391 0abrandingxmarketing95895014aMarketing.952124aMarket Research and Competitive Intelligence.96864224aDigital Marketing.24aConsumer Behavior.95739124aBranding.9642242 aSpringerLink (Online service)0 tSpringer Nature eBook08iPrinted edition:z978303154649508iPrinted edition:z978303154651808iPrinted edition:z978303171011740uhttps://doi.org/10.1007/978-3-031-54650-1  aZDB-2-BUM  aZDB-2-SXBM  c61412d61412