C. Samuel Craig is the Catherine and Peter Kellner Professor and Professor of Marketing and International Business at New York University's Stern School of Business. He received his Ph.D. from the Ohio State University. Prior to joining New York University, Professor Craig taught at Cornell University.

Susan P. Douglas is the Paganelli-Bull Professor of Marketing and International Business at New York University's Stern School of Business. She received her Ph.D from the University of Pennsylvania. Prior to joining New York University, Professor Douglas taught at centre HEC, Jouy-en-Josas, France and was a faculty member of the European Institute for Advanced Studies in Management in Brussels.

About the Authors xi

Preface xiii

1 Marketing Research in a Global Environment 1

Introduction 1

Complexity of International Marketing 4

Importance of Research for International Marketing Decisions 10

Issues in International Marketing Research 14

Scope of the Book 19

2 Designing International Marketing Research 23

Introduction 23

The International Marketing Research Plan 25

The International Marketing Research Process 29

Structuring the Unit of Analysis 36

Selecting Information Sources 37

Research Plan 40

Issues in Administering International Marketing Research 44

Summary 59

3 Secondary Data Sources 63

Introduction 63

Locating the Appropriate Information 64

Information Sources 71

Information Requirements 87

Summary 103

4 Uses of Secondary Data 109

Introduction 109

Market Entry110

Demand Estimation 123

Assessing Market Interconnectedness 141

Summary 148

5 Structuring Primary Data Collection 153

Introduction 153

Defining the Unit of Analysis 154

Selecting Units of Analysis 161

Structuring the Research Design 163

Cultural Bias in Research Design, Communication and Interpretation 170

Summary 174

6 Establishing the Comparability of Multicountry Data 179

Introduction 179

Establishing Comparability: The Emic/Etic Dilemma 180

Establishing Data Equivalence 188

Determining Construct Validity194

Establishing Construct Reliability195

Summary 200

7 Nonsurvey Data Collection Techniques 205

Introduction 205

Different Qualitative Techniques 206

Observational and Quasi-observational Data 210

Projective Techniques 217

In-depth Interviews 224

Summary 233

8 Survey Instrument Design 239

Introduction 239

Questionnaire Design and Question Formulation 240

Type of Question 248

Use of Nonverbal Stimuli 250

Instrument Translation 254

Potential Sources of Bias Associated with the Research Instrument 259

Summary 271

9 Sampling and Data Collection 277

Introduction 277

Sampling 279

Achieving Comparability in Sampling 291

Data Collection Procedures 295

Field Staff Organization and Training 303

Summary 306

10 Multicountry Scales 311

Introduction 311

General Issues in Scale Development 312

Using Multi-item Scales in Cross-cultural Research 322

Developing Cross-cultural Scales 335

Summary 340

11 Analysis of Multicountry Data 347

Introduction 347

Multicountry Data Analysis 348

Assessing the Differences in the Level of Variables between Countries 352

Summary374

12 Assessing Differences in the Structure of Variables 381

Introduction 381

Correlation Analysis 382

Means-End Hierarchies 385

Cluster Analysis 389

Multidimensional Scaling 394

Factor Analysis 397

Confirmatory Factor Analysis 400

Covariance Structure Models 406

Advances in Data Analysis 409

Summary 411

13 The International Marketing Information System 419

Introduction 419

Information Components of the International Marketing System 422

Data Collection and Processing for the International Marketing Information System 429

Applying the Information System 434

Summary 440

14 Challenges Facing International Marketing Research 443

Introduction 443

Coping with Change: Marketing Infrastructure and Technology445

Contending with Complexity: Conducting Research in Emerging Markets 450

Confronting Competition: Marketing Research Services in a Global Environment 454

Conforming to Conscience: Ethics in International Marketing Research 457

Summary 462

15 Future Directions in International Marketing Research 465

Introduction 465

Comparability and Equivalence Revisited 466

Developing the Research Design 469

Improving Analysis of Cross-cultural Data 473

The Growth of Internet Research 475

Conclusion 476

Subject Index 479

Author Index 495

Acknowledgements 503