Marketing Research: A Global Outlook

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.