ISBN 9789351502487,Marketing Research: A Global Outlook

Marketing Research: A Global Outlook



Sage Publications India Pvt Ltd.

Publication Year 2015

ISBN 9789351502487

ISBN-10 9351502481


Number of Pages 560 Pages
Language (English)


This practical, detailed and well-documented textbook will guide students, academicians and market researchers through all phases of developing and conducting marketing research at local and global levels.
Marketing Research - A Global Outlook is a comprehensive text that tracks the dynamic world of global marketing and undertakes a systematic approach in discussing the steps involved in the process of conducting marketing research.
This text has been developed by the author from over two decades of experience in conducting marketing research and observing the behavior of customers in more than 30 countries. It discusses recent developments in the scope and extent of the subject and examines advances in quantitative and qualitative research techniques from a global perspective.
Feature Highlights -
Overview of marketing research processes including introduction of key concepts, exploring relevant issues and highlighting major challenges to understand and coordinate the entire process.
Focus on the important phases of marketing research such as understanding its nature and scope, data collection, questionnaire designing, sampling and analysis and presentation of results.
Numerous country-specific examples and cases from the global perspective giving detailed insight into the developments around the world.
Dedicated and up-to-date inclusion of a section on the aspects of marketing research in major geographical areas.
Chapter-end review exercises and case-based questions for critical and in-depth understanding.

About the Author

Dr. V. Kumar (VK) is the Regents Professor, Lenny Distinguished Chair & Professor of Marketing, Executive Director, Center for Excellence in Brand & Customer Management and Director, Ph.D. Program in Marketing at the J. Mack Robinson College of Business, Georgia State University. Dr Kumar has been recognized with eight lifetime achievement awards in Marketing Strategy, Inter-Organizational Issues, Retailing, Business-to-Business Marketing and Marketing Research from the AMA and other professional organizations, the Paul D Converse Award, the Sheth Foundation/Journal of Marketing Long-term Impact Award. The Robert Buzzell Award from the Marketing Science Institute and the Gary L Lilien ISMS-MSI Practice Prize Award. He has published over 200 articles in many scholarly journals in marketing including the Harvard Business Review, Sloan Management Review, Journal of Marketing, Journal of Marketing Research, Marketing Science, Management Science and Operations Research. His books include Managing Customers for Profit, Customer Relationship Management (CRM), Customer Lifetime Value, Marketing Research, Statistical Methods in CRM and International Marketing Research. He has won several awards for his research publications in scholarly journals. VK leads the marketing science to marketing practice initiative at the INFORMS Society for Marketing Science (ISMS) and has worked with Global Fortune 1000 firms to maximize their profits. VK spends his free time visiting business leaders to identify challenging problems to solve. He plays tennis and basketball to relieve the stress arising out of being in academics. Finally, VK has been recognized as a Legend in Marketing where his work is published in a 10-volume encyclopedia with commentaries from scholars worldwide.
Table of contents :-

I : Introduction to Marketing Research for the Emerging & Developed Markets
The Nature and Scope of Global
Marketing Research Marketing Research in the Global Environment
Global Marketing Research Process

II : Designing and Administering the Research Process
Preliminary Stages of the Research Process
Secondary Data
Marketing Research on the Internet
Primary Data Research
Qualitative and Observational Research
Survey Research
Pment of Scales
Questionnaire Design

III : Data Analysis and Reporting the Results
Simple Data Analysis
Advanced Data Analysis
Presenting the Results

IV : Marketing Research Approaches Across the Global Markets
Latin America
Middle East and Africa
North America

V : Future Directions in Global Marketing Research
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