International Marketing Research Third edition C SAMUEL S U S A N P CRAIG and DOUGLAS Leonard N Stern School of Business, New York University Allie International Marketing Research Third edition Allie International Marketing Research Third edition C SAMUEL S U S A N P CRAIG and DOUGLAS Leonard N Stern School of Business, New York University Copyright © 2005 John Wiley & Sons Ltd, The Atrium, Southern Gate, Chichester, West Sussex PO19 8SQ, England Telephone: (+44) 1243 779777 Email (for orders and customer service enquiries): cs-books@wiley.co.uk Visit our Home Page on www.wileyeurope.com or www.wiley.com All Rights Reserved No part of this publication may be reproduced, stored in a retrieval system or transmitted in any form or by any means, electronic, mechanical, photocopying, recording, scanning or otherwise, except under the terms of the Copyright, Designs and Patents Act 1988 or under the terms of a licence issued by the Copyright Licensing Agency Ltd, 90 Tottenham Court Road, London W1T 4LP, UK, without the permission in writing of the Publisher Requests to the Publisher should be addressed to the Permissions Department, John Wiley & Sons Ltd, The Atrium, Southern Gate, Chichester, West Sussex PO19 8SQ, England, or emailed to permreq@wiley.co.uk, or faxed to (+44) 1243 770620 This publication is designed to provide accurate and authoritative information in regard to the subject matter covered It is sold on the understanding that the Publisher is not engaged in rendering professional services If professional advice or other expert assistance is required, the services of a competent professional should be sought Other Wiley Editorial Offices John Wiley & Sons Inc., 111 River Street, Hoboken, NJ 07030, USA Jossey-Bass, 989 Market Street, San Francisco, CA 94103-1741, USA Wiley-VCH Verlag GmbH, Boschstr 12, D-69469 Weinheim, Germany John Wiley & Sons Australia Ltd, 33 Park Road, Milton, Queensland 4064, Australia John Wiley & Sons (Asia) Pte Ltd, Clementi Loop #02-01, Jin Xing Distripark, Singapore 129809 John Wiley & Sons Canada Ltd, 22 Worcester Road, Etobicoke, Ontario, Canada M9W 1L1 Wiley also publishes its books in a variety of electronic formats Some content that appears in print may not be available in electronic books Library of Congress Cataloging-in-Publication Data Craig, C Samuel International marketing research / C Samuel Craig and Susan P Douglas.— 3rd ed p cm Includes index ISBN 0-470-01095-9 Export marketing—Research I Douglas, Susan P II Title HF1416.C73 2005 658.8′4—dc21 2005001265 British Library Cataloguing in Publication Data A catalogue record for this book is available from the British Library ISBN 0-470-01095-9 (PB) Typeset in 10/15pt Sabon by Graphicraft Ltd, Quarry Bay, Hong Kong Printed and bound in Great Britain by Biddles, Kings Lynn This book is printed on acid-free paper responsibly manufactured from sustainable forestry in which at least two trees are planted for each one used for paper production To Liz, Mary Catherine, and Caroline (C.S.C.) To Nicholas and Stephanie (S.P.D.) Allie CONTENTS About the Authors Preface xi xiii Marketing Research in a Global Environment Introduction Complexity of International Marketing Importance of Research for International Marketing Decisions Issues in International Marketing Research Scope of the Book 1 10 14 19 Designing International Marketing Research Introduction The International Marketing Research Plan The International Marketing Research Process Structuring the Unit of Analysis Selecting Information Sources Research Plan Issues in Administering International Marketing Research Summary 23 23 25 29 36 37 40 44 59 Secondary Data Sources Introduction Locating the Appropriate Information Information Sources Information Requirements Summary 63 63 64 71 87 103 Uses of Secondary Data Introduction Market Entry Demand Estimation 109 109 110 123 viii Contents Assessing Market Interconnectedness Summary 141 148 Structuring Primary Data Collection Introduction Defining the Unit of Analysis Selecting Units of Analysis Structuring the Research Design Cultural Bias in Research Design, Communication and Interpretation Summary 153 153 154 161 163 170 174 Establishing the Comparability of Multicountry Data Introduction Establishing Comparability: The Emic/Etic Dilemma Establishing Data Equivalence Determining Construct Validity Establishing Construct Reliability Summary 179 179 180 188 194 195 200 Nonsurvey Data Collection Techniques Introduction Different Qualitative Techniques Observational and Quasi-observational Data Projective Techniques In-depth Interviews Summary 205 205 206 210 217 224 233 Survey Instrument Design Introduction Questionnaire Design and Question Formulation Type of Question Use of Nonverbal Stimuli Instrument Translation 239 239 240 248 250 254 Subject Index Ogilvy & Mather 98 Predibriefs 85 oil refining 88 Predicasts 101 online formats 65 prediction open-ended questions 248–9 preferences 13, 394–5 opportunities 33 preliminary steps 26 Orbital Communications Corporation 133 presentation of findings 27 ordinal measures 313–14 price elasticity 35 organization 26, 30–1, 304–5, 455–6 prices 12, 24, 55 Organization of Economic Co-operation and Pricewaterhouse Coopers 84, 91 Development (OECD) 71, 75 primary data 4, 16, 27, 37–8 organizations 45–7 collection 153–201 orientation source selection 37, 39–40 print advertising packaging 12, 24, 102 print media 95–7, 146 pan-country data analysis 349 prior research 38 payout periods 19 probabilistic sampling 287–8 Pearson correlation 384 problem formulation 41–2 performance 426, 438–9 problem statement 27 periodicals 84–5 process 29–35 personal interviewing 300–1 processing of data 429–34 personalization 223–4, 294 Procter & Gamble (P&G) 103 Peru 92, 94 product 5, 49 pharmaceuticals 77, 91, 102, 431 class boundaries 245–6 Philippines 97 formulation errors physical resources 99 life cycles 243 physical trace measures 210 macroeconomics 112–13 picture completion 223 new, positioning of planning 25–8 portfolio approach 436 point of sale (POS) scanner technology 447 political data 87, 88–91, 113 usage data 101–2 product market political indicators 113 data 86, 100–3, 242–3 political risk 120 linkages 144–6 Political Risk Group 84, 89 similarity 147 population size 113 projective techniques 42–3, 206, 208, 217–24 Portugal 55, 97 promotion 12, 24, 35 postal systems 97–8 protocols 215–17 power distance 8, 162 prototype campaigns 34 489 490 Subject Index pseudo-etic approach 181 Research International Qualitatif 49, 220, 304 psychic distance 111 researcher role 460–2 psycho-drawing 223, 231 resource reallocation 436–8 psychographic data 246–8 resource requirements 99–100 psychologists 55 respondents 264–5, 283–4, 459–60 purchase comparability 243–4 response format 267–71 purchasing power 72, 159 retraction 436–8 pure observation 211–13 return on investment (ROI) 18, 34, 89, 438, 439 RI see Research International Q-factor analysis 397–8 risk 33, 88–9, 120 qualitative research 26, 40, 49, 55, 217 RMSR see root mean square residual techniques 205–10, 239 ROI see return on investment quasi-observational techniques 206, 208, 210–17 Rokeach Value Survey question order 263–4 root mean square residual (RMSR) 406, 409 questionnaires 240–8 Royal Bank of Scotland 91 questions 29, 248–50 quota sampling 286 sales 426 SAM see Self-Assessment Manikin rationalization 13–14 sampling 43–4, 277–307 reallocation of resources 436–8 sampling frames 4, 279–83, 449 recycling 244 Saudi Arabia 5, 282, 284 regional grouping 36 scale development 320 regional guides 84 scale dimensionality 320–2 regression coefficients 364–5 scale frequency effects 263–4 regression techniques 362–9 Scheffe method 356 regulation 91 screening tasks 230 related constructs 330–1 secondary data 4, 27, 37, 38–9 reliability issues 195–200, 320 information systems 420–1 repatriation of capital 100 sources 63–104 requirements of information 87–103 uses 109–48 research segment extrapolation 133–6 challenges 443–62 selection of sampling frame 279–83 design 163–70, 170–4 selection of sources 37–40 plan 40–4 selection, purposive, of unit of analysis 161–2 suppliers 47–54 Self-Assessment Manikin (SAM) 268 Research International (RI) 49, 53, 98, 231, 232, 455 self-referent cultural (SRC) influence 170–1, 205, 213 Subject Index sequential sampling 290 SSA see smallest space analyses service organizations 98 Standard International Trade Classification (SITC) shift-share analysis 126–7 127 shopping environments 211–12 standards 91 shorter scales 331–3 Statistical Masterfile 71 short-term orientation Stat-USA 69, 77, 101 similar markets 142 stimuli 250–3 simple random sampling 287 strategic decisions 32–4 Singapore 97 stratified sampling 287–8 single-context scales 325–8 structural equation models 182, 194, 408–9 single-site studies 164 structure of analysis 36–7 SITC see Standard International Trade Classification structure of market 425 situational context 160–1 substitute products 102 size of market 425 suppliers 47–54 size of samples 290–1 surrogate indicators 127–9 smallest space analyses (SSA) 337 surveys 40, 43–4, 239–72 snowball sampling 286–7 nonresponse 293–4 social acquiescence 260–1 Sweden 9, 55, 87, 113, 391, 467 social desirability bias 262–3 Switzerland 94 Société Générale 98 syndicated tracking services 47 sociocultural characteristics 93 synectics 206 soft drinks 245, 431 system updates 433–4 software 65, 373, 401 change 448 tactical decisions 34 data analysis 409 Taiwan 124, 145 sources 37–40 target rotation 398–9 information 69–87, 427–9 tariffs 91 secondary data 63–104 taxation 39, 67, 86, 100, 430 South Africa 132, 252, 258, 305 Taylor Nelson Sofres 47, 53, 98, 455 South Korea 124, 145, 227 technique choice 42–3 Spain 97, 294 technology 9–10, 14, 92–3 Spanish change 445–6, 447–50 Spearman rank correlation coefficient 196, 385 development 111 specification of data 27 skills 99 sponsorship 294 teenagers 15, 220 SRC see self-referent cultural influence telecommunications 9–10, 77, 91, 113 Sri Lanka 132 telephones 44, 97, 132, 163, 278, 297–300 491 492 Subject Index televisions 95, 97, 113, 146 heterogeneity within countries 156–7 terrorism 89 independence 155–6 Thailand 97, 145, 358–9 relevance 155 theoretical research 29, 30 selecting 161–3 Thompson, J Walter 98 time United Kingdom (UK) 51, 55, 67–9, 89 category equivalence 191 consistency over 195 cinema advertising 97 dimension 472 lead-lag analysis 124 topic bias 263 linkages 146 trace measures 213–14 media 97 tracking services 47, 102 product consumption 112 trade associations 38, 71 soft drinks 245 trade regulations 84 United Nations (UN) 38, 65, 69, 71–2, 84, 100 trading groups 145 communication infrastructure 95 training 224, 228, 303–5 data input 431 transfer of ideas 439–40 information sources 84, 87 transitional studies 168–70 multiple methods 141 translation 3–4, 43, 253, 254–9 secondary data 109 translation equivalence 192–3 transportation 88, 91, 93, 94–5, 189 United States (US) 8, 15, 51, 55, 55 advertising 353–4 classification 111 capital resources 100 debit cards 244 category equivalence 191 trends 9–10, 18, 40, 231–2 cereals 245 demand estimation 123 CETSCALE 325–31 information systems 420 cluster analysis 392 product usage data 101–2 cohort analysis 136 triangulation 474 covariance analysis 358–61 t-tests 354–6 CSI 331 Tucker-Lewis index 406 focus groups 227, 228 Tucker’s coefficient 399 functional equivalence 189 Tukey 356 future trends 467 information sources 77–8, 86 Ukraine 10 Internet 97, 449 uncertainty avoidance lead-lag analysis 124 Union Bank of Switzerland 91 macroeconomic data 71–2 unit of analysis 36–7 market potential indexes 128 defining 154–61 multinational corporations 88 comparability of countries 156 multiple-context scale development 334–5 Subject Index National Trade Data bank 65, 69, 77 Office of Documents 77 VIBES see Virtual International Business and Economic Sources organizational research 31 Vietnam 168 personal computers 8–9 Virtual International Business and Economic Sources population censuses 86 (VIBES) 67 primary data 16 product consumption 112 war 89 product market data 101 web sites 64, 65–9 projective techniques 218 advertising agencies 98 segment extrapolation 134–6 country groupings 281 soft drinks 245 data collection 449 University of Kansas 64, 71 information sources 72–8 University of North Carolina 67 information systems 420 University of Strathclyde 98 risk 89 unstructured approaches 469 Wharton Econometrics 91 updates 433–4 within-country analysis 350–1 urban areas 85 world 36, 280–1 usage comparability 243–4 World Bank 38, 71, 72–5, 85 utilities 88 data input 431 multiple methods 141 validity, construct 194 secondary data 109 values 8, 189–90 World Competitiveness Yearbook 116–19 variables World Development Indicators 72 inter-country 352–73 World Development Report 75 specification 41–2 structures 351–2, 381–411 yea-saying bias 260–1 variance analysis 356–8 verbal translation 254–9 Zambia 453 493 Allie AUTHOR INDEX Aaker, D.A 240, 285 Belk, R.W 166, 215 Aaker, J.L 334 Bentler, P.M 401, 406 Abe, S 400, 402, 406 Bernstein, I.H 195, 197, 198 Adamopoulos, J 180, 469 Berry, J.W 111, 183, 188, 265, 336 Adams, E.I 322 Bhalla, G 355 Adams, G 219 Bigus, J 410 Adorno, T.W 325, 326 Bijnen, E.J 399 Advertising Age International Bochner, S 210 Agarwal, M.K 138, 139 Bollen, K.J 401 Agrawal, D 303 Bond, M.H 402 Aldenderfer, M.S 390 Bontempo, R 257 Allaway, A.W 126, 127 Born, A 322 Amine, L.S 141, 164 Botschen, G 386, 387, 388 Andreasen, A.R 168 Bradburn, N 321 Angelmar, R 194 Branthwaite, A 206, 218, 224 Armstrong, J.S 140 Brislin, R.W 256 Askegaard, S 247, 391, 392 Broderick, A.J 408 Audeneart, A 158 Brown, P Auton, R 216, 231 Bryk, A.S 368 Business Week Baker, M 231 Byrne, B.M 474 Banister, P 206 Banquin, R 410 Cadogan, J.W 404 Banting, P.M 111 Calantone, R.J 407 Barbuto, D 71 Campanelli, P 294 Barff, R.A 127 Campbell, D.T 153, 194, 256, 403, 467 Barnard, P 206, 455 Cantril, A 269 Bartels, B.C 173, 174 Castellani, N.J Jr 352, 354 Bartlett, C 433 Cathelat, B 231 Bashfield, R.K 390 Cattell, R.B 182 Bass, F.M 113 Cavusgil, S.T 141, 420, 468 Baumgartner, H 182, 260, 261, 263, 331, 333, CCA 158 356, 357, 400 Cerha, J 185, 467 496 Author Index Chang, E.C 325 de Leeuw, E.D 265, 293, 294 Choi, F 39, 432 Denzin, N.K 206 Chow, G.C 137 Deregowski, J.B 453 Churchill, G.A 240, 285, 311, 347 DeSarbo, W.S 394 Clayton, R.L 302 Deshpandé, R 160, 162 Cohen, D 157 Diamontopoulos, A 291 Cohen, J 196 Dickensheets, R.J 128 Cohen, S 139 Dickinson, D 294 Colvin, M 373, 374 Donovan, R.J 269, 315 Cooper, P 206, 208, 210, 218, 220, 223, 224, 230, Douglas, S.P 4, 9, 11–13, 14, 15, 16, 33, 143, 207, 469 351, 445 Cooper, R.G 407 challenges 444 Corder, C.K 268 comparability 183 Costa, W 226, 251 confirmatory factor analysis 400 Couper, M.P 265 on CETSCALE 321, 329, 331 Craig, C.S 4, 9, 11, 13, 15, 33, 351, 365, 367, construct equivalence 468 405, 445 divestment 436 challenges 444 external cross-cultural studies 167 construct equivalence 468 item nonresponse 266 country classification schemes 111–12 metric equivalence 193 divestment 436 protocols 216 external cultural influence studies 167 research design 165 geographical market linkages 143 respondent characteristics 264, 266 internet access 449 transitional cross-cultural studies 169 multidimensional scaling 395, 396 Dubois, B 247 product market similarity 147 Durvasula, S 321, 400, 401, 402, 406 research design 165 transitional cross-cultural studies 169 Edelstein, H 410 Cronbach, L.J 197 Elder, J.W 181 Cui, C.C 322 Eliashberg, J 124, 126 Curry, D 111 Erickson, L.G 128 ESOMAR 26, 51, 52, 55, 56, 57, 58, 59, 241, 242 Das, A 468 Euromonitor 80, 81, 83, 158, 164, 247 Davis, B.J 437 Everitt, B.S 390 Davis, H.L 196 Dawson, S 294 Farley, J.U 160, 216, 427 Day, G.S 436 Fenigstein, A 403 de Heer, W 293 Fields, G 243 Author Index Fiske, D.W 194, 403 Harrell, L.J 302 Fornell, C 329 Hays, W.L 196, 352, 356, 359, 385 Fowler, G.A Heede, S 421, 434 Fu, P.P 369 Helsen, K 112, 114, 124, 126, 138, 391, 393 Hemetsberger, A 386, 387, 388 Gabler, S 278, 282, 285, 289, 292 Hertz, J 410 Galton, F 155 Hill, C 164 Garlington, W.K 331 Hocevar, D 401 Geurts, M.D 263 Hofstede, G 8, 111, 155 Ghoshal, S 433 Homans, R.E 359 Gibson, C.B 362, 363 Honeycutt, E.D Jr 322, 324 Gilly, M.C 353 Honomichl, J 47, 48, 49 Girnius, T 219 Hox, J.J 294, 368 Glick, P 383 Hsieh, M.H 361, 400 Gorsuch, R.L 398 Hui, C.H 185 Granovetter, M.S 168 Huntington, S.P 321 Green, P.E 198, 371, 394 Husted, B.W 371 Green, R.T 126, 127 Hwang, C.E 321 Greene, W.H 364 Greenfield, P 228 Iacobucci, D 240, 285, 347 Greenleaf, E.A 264 ITU 97 Grein, A.F 368 Grunert, K.G 387, 389 Jackson, D.N 403, 404 Grunert, S.C 387, 389, 399 Jackson, S.E 321 Guardado, S 226, 251 Jain, D 124, 125 Gutman, J 387 Jenkins, V 300 Guttman, L 337 Jennrich, R.I 382 Gwynne, P 421 Jobber, D 294 Johansson, J.K 111 Hader, S 278, 282, 285, 289, 292 Johnson, E.G 192 Hair, J.F 348, 369, 401, 406 Johnson, R.A 348 Hall, E.T 170, 212 Johnson, S.C 390 Halperin, M 431 Johnson, T.P 262 Hambleton, R.K 254, 256, 258, 325 Jöreskog, K.G 401, 406 Hannan, M.T 384 Harkness, J 254, 255, 257, 258, 260, 265, 266, 469 Harman, H.H 398 Kaiser, H.F 398 Karimi, J 428 Katz, E 185, 467 497 498 Author Index Keillor, B.D 322, 400 Long, J.S 401, 406 Keown, C.F 294 Lonner, W.J 180, 265, 469 Kim, B 420 Lord, F.M 319, 361 Kimmel, A.J 457 Lubatkin, M 359, 360 Kitayama, S 157, 189, 190, 264 Lutz, R 111 Klein, J.G 330, 331, 332 Knight, G.A 420 Macintosh, R 321 Knight, P.L 127 Madsen, T.K 247, 391, 392 Kogut, B 111 Malhotra, N.K 173, 174 Konsynski, B.R 428 Manfield, M.N 313 Kreft, I.G 368 Mao, L.R 190 Kruskal, J.B 394 Mariampolski, H 206 Kuhl, J 403 Markus, H.R 157, 189, 190, 264 Kumar, V 347 Marsh, H.W 401, 474 Kuusela, V 300 Maslach, C 321 Mauss, M 243 Larker, D.F 329 McClelland, D.C 215 Lattin, J 139, 348, 369 McCurdy, D W 211 Lattin, J 401, 406 McDonald, R.P 398 Laurent, G 247 McNeil, D.G 189 Lazarsfeld, P.F 185, 467 Meek, G.K 39, 432 Lee, J.A 4, 170, 172, 467 Messner, D.J 359 Lehmann, D.R 347, 427 Miller, C 229 LeMaire, P 193 Mitchell, R.E 267 Lennox, R.D 403 Moinpour, R 111 Leonidon, L.C 423 Mohler, P.Ph 469 Leung, K 316, 317, 318, 319, 351, 365, 399, 401 Monnier McClure, S 212 comparability 466, 467 Montgomery, D.B 216 multitrait multimethod 404 Morris, J.D 268 Levi-Strauss, C 243 Mullen, M 182, 191 Levich, R.M 91 Myers, M.B 182 Li, S 437 Liander, B 111 Narayandas, D 135 Lin, L.Y.S 355 Naroll, R 155, 471 Lincoln, Y 206 Nederhof, A.J 294 Lindberg, B.C 126 Needel, S.P 448 Lindzey, G 218 Neira, L 139 Litvak, I.A 111 Netemeyer, R 320, 328, 333, 400 Author Index Nijssen, E.J 321, 329, 331, 400 Romm, C.T 164 Nunnally, J.C 195, 197, 198 Rose, G 162 Rossiter, J.R 197, 473 Oh, H 420 Russell, P 192 Okechuku, C 372, 374 Onyemah, V 372, 374 Samli, C.A 128 Oppenheim, A.N 240 Saunders, J 294 Ostroff, C 383 Schlegelmilch, B 457 Overall, J.E 359 Schliemann, A 189 Scholz, U 195, 322 Pagell, R.A 431 Schwartz, S.H 8, 185, 337 Parameswaran, R 196 Schwarz, N 240, 264 Patterson, S 206 Schwarzer, R 195, 322 Pawle, J.S 208, 469 Sears, R.R 189 Penaloza, L 211 Sekaran, U 468 Pieters, R 356, 357 Serpell, R 453 Pike, K 180 Sethi, S.P 111 Pinson, C.R.A 194 Setoodeh, R Pollay, R.W 215 Sharma, S 194, 325, 326, 327, 333 Poortinga, Y.H 319, 399 Shavelson, R.J 333 Purdon, S 294 Sheth, J 111 Shimote, H.E 331 Quelch, J.A 135, 457 Shimp, T.A 194, 325, 326, 327 Shoemaker, R 264, 266 Rao, V.R 130, 132, 364 Siegel, S 352, 354 Rapacchi, B 385 Simintiras, A.C 291 Raudenbush, S.W 368 Simpanen, M 300 Reinmuth, J.E 263 Singh, H 111 Rentz, J.O 136, 137 Singh, J 182, 364 Restall, C 216, 231 Skjak, K.K 260, 265, 266 Reynolds, F.D 136 Small, R 254, 306 Reynolds, N.L 291 Smith, N.C 457 Reynolds, T.J 387 Smith, T.W 260, 261 Rice, J 398 Sörbom, D 401, 406 Ricks, D.A 170 Spark, R 251, 253, 269, 270, 271, 315 Ritter, E.H 325 Spradley, J.P 211 Robinson, W.S 384 Srinivasan, V 371 Roche, E.M 435 Stanley, J.C 153 499 500 Author Index Steckel, J.H 130, 132, 364 Van der Flier, H 319 Steenkamp, J-B.E.M 158, 182, 260, 261, 263, 331, van Herk, H 158, 243, 260, 261, 262, 265 333, 369, 370, 400 Vandello, J.A 157 Steffensen, J.B 302 Vassilou, V 190 Sterenberg, G 231 Veiga, J.F 410 Sturgis, P 294 Verhallen, T.M.M 243 Suh, E 383 Voss, K.E 267 Summers, G.A 325 Takada, H 124, 125 Taylor, E 231 Taylor, H 219 Ten Berge, J.M.F 399 ter Hofstede, F 139, 156, 157, 158, 386 Thelen, S.T 322, 324 Theodosion, M 423 Thiesse, M 220, 221, 228, 232 Thomae, M 448 Thurstone, L.L 314 Tobin, J.J 228 Tomiie, T 192 Triandis, H.C 181, 185, 186, 190, 256, 328, 336, 466 Troiano, J 226, 251 Tylor, E.B 155, 471 UNDP 5, 9, 74, 96, 97 Valette-Florence, P 385, 387, 389 Van de Vijver, F 351, 365, 469 Warr, P.B 325 Watkins, D 404 Weathers, D 333 Webb, E.J 210, 214 Webb, N.M 333 Webster, L 292 Weick, K.E 211 Werking, G.S 302 Werner, O 256, 467 Whiting, M 212 Wichern, D.W 348 Wilkie, S 219 Williamson, R.B 127 Wilson, P 127 Wind, Y 16, 183, 371 Winer, B.J 352, 356, 361 Wish, M 394 Wolfe, R.N 403 Woodward, J.A 359 Worldwide Internet Conference 302 Worthy, F.S 158 comparability 466 confirmatory factor analysis 401 Yaprak, A 196 decentering 467 Young, C.A 266 factor analysis 399 item bias 316, 317, 318, 319 Zaltman, G 194 multitrait multimethod 404 Zanasi, A 230 research design 469 Zegers, F.E 399 ACKNOWLEDGEMENTS The Publisher would like to thank the following who have kindly given permission for the use of copyright material American Marketing Association Table 2.3 Reprinted with permission from Marketing News, published by the American Marketing Association, J Honomichl, ‘Honomichl Global Top 25,’ 38(August 15 2004) Figure 4.2 Reprinted with permission from Journal of Marketing, published by the American Marketing Association, H Takada and D Jain, ‘Cross-national Analysis of Diffusion of Consumer Durable Goods in Pacific Rim Countries,’ 55(1991), 48–54 Table 4.2 Reprinted with permission from Journal of Marketing, published by the American Marketing Association, K Helsen, K Jedidi and W.S DeSarbo, ‘A New Approach to Country Segmentation Utilizing Multinational Diffusion Patterns,’ 57(1993), 60–71 Table 4.8 Reprinted with permission from Journal of Marketing Research, published by the American Marketing Association, J.O Rentz, F.D Reynolds and R.G Stout, ‘Analyzing Changing Consumption Patterns with Cohort Analysis,’ 20(1983), 12–20 Table 4.9 Reprinted with permission from Journal of International Marketing, published by the American Marketing Association, S.P Douglas and C.S Craig, ‘Global Portfolio Planning and Market Interconnectedness,’ 4(1996), 95–110 Figure 10.3 Reprinted with permission from Journal of Marketing, published by the American Marketing Association, J.G Klein, R Ettenson and M.D Morris, ‘The Animosity Model of Foreign Product Purchase: An Empirical Test in the People’s Republic of China,’ 62(1998), 89–100 Table 10.1 Reprinted with permission from Journal of International Marketing, published by the American Marketing Association, S.T Thelen and E.D Honeycutt Jr., ‘Assessing National Identity in Russia Between Generations Using the National Identity Scale,’ 12(2004), 58–81 Table 10.2 Reprinted with permission from Journal of Marketing Research, published by the American Marketing Association, T.A Shimp and S Sharma, ‘Consumer Ethnocentrism: Construct Validation and the CETSCALE,’ 24(1987), 280–289 Figure 11.3 Reprinted with permission from Journal of Marketing, published by the American Marketing Association, M Colvin, R Heeler and J Thorpe, ‘Developing International Advertising Strategy,’ 44(1980), 73–79 502 Acknowledgments Table 11.1 Reprinted with permission from Journal of Marketing, published by the American Marketing Association, M.C Gilly, ‘Sex Roles in Advertising: A Comparison of Television Advertisement in Australia, Mexico, and the United States,’ 52(1988), 75–85 Table 11.6 Reprinted with permission from Journal of Marketing, published by the American Marketing Association, J-B.E.M Steenkamp, F ter Hofstede and M Wedel, ‘A Cross-national Investigation into the Individual and National-Cultural Antecedents of Consumer Innovativeness,’ 63(1999), 55 –69 Table 12.1 Reprinted with permission from Journal of Marketing, published by the American Marketing Association, K Helsen, K Jedidi and W.S DeSarbo, ‘A New Approach to Country Segmentation Utilizing Multinational Diffusion Patterns,’ 57(1993), 60–71 Amanda Broderick, Aston University Figure 12.8 Reprinted from ‘Utilising Consumer Involvement for International Decision-making in the Food Retail Market,’ (1998) in Proceedings of the 27th EMAC Conference, 481–500 Karen Blakeman, RBA Information Services Table 3.3 Reproduced with permission from http://www.rba.co.uk/sources/index.htm © Karen Blakeman Cambridge University Press Figure 8.3 Reprinted from J.D Morris, ‘SAM: The Self-Assessment Manikin: An Effective Cross-cultural Measurement of Emotional Response,’ Journal of Advertising Research (1995), 63–68, by permission of Cambridge University Press Elsevier Figures 12.1 and 12.2 Reprinted from Journal of Business Research, Vol 42, G Bostchen and A Hemetsberger, ‘Diagnosing Means-end structures to Determine the Degree of Potential Marketing Program Standardization,’ pp 151–159, Copyright (1998), with permission from Elsevier Figures 5.2, 5.3 and 5.4 Reprinted from International Journal of Research in Marketing, Vol 14, S.P Douglas and C.S Craig, ‘The Changing Dynamic of Consumer Behavior: Implications for Cross-cultural Research,’ pp 379–395, Copyright (1997), with permission from Elsevier Euromonitor International Table 3.5 Reproduced from Consumer Asia, representative data 1997–2002 (www.euromonitor.com) by permission of Euromonitor plc Table 3.6 Reproduced from Consumer Europe, representative data 1998–2003 (www.euromonitor.com) by permission of Euromonitor plc Harvard Business School Table 4.7 Reproduced from D Narayandas and J.A Quelch, Orbital Sciences Corporation ORBCOMM Copyright © 1997 by the President and Fellows of Harvard College Harvard Business School Case 9-598-027 Acknowledgments The Haworth Press Figure 12.3 Reproduced from P Valette-Florence and B Rapacchi, A Cross-cultural Means–End Chain Analysis of Perfume Purchases Proceedings of the Third Symposium on Cross-cultural Consumer and Business Studies (1991), pp 161–173 by permission of The Haworth Press, Binghamton, NY INFORMS Table 11.3 Reprinted by permission from M Lubatkin, R Calori, P Very and J.F Veiga, ‘Managing Mergers across Borders: A Two-nation Exploration of a Nationally Bound Administrative Heritage,’ Organization Science, volume (1998) Copyright 1998, the Institute for Operations Research and the Management Sciences (INFORMS), 901 Elkridge Landing Road, Suite 400, Linthicum, Maryland 21090-2909 USA International Monetary Fund Table 2.5 INTERNATIONAL FINANCIAL STATISTICS YEARBOOK 2002 (PAPER) by IMF, INTERNATIONAL FINANCIAL STATISTICS Copyright 2002 by INTL MONETARY FUND Reproduced with permission of INTL MONETARY FUND in the format Textbook via Copyright Clearance Center Michigan State University Figure 3.1, Table 4.4 Taken from globalEDGE website – http://ciber.msu edu or http://globalEDGE.msu.edu Reproduced by permission of Michigan State University CIBER The PRS Group, Inc Table 3.7 is from their publication, International Country Risk Guide, and it is an extract of Table 2B Psychology Press Figure 6.1 Reprinted from Berry, J.W., ‘Imposed Etics-Emics-Derived-Etics: The Operationalization of a Compelling Idea,’ International Journal of Psychology, 24(1989), 721–735, by permission of Psychology Press (http://www.psypress.co.uk/journals.asp) Table 12.2 Reprinted from Watkins, D., ‘The Role of Confirmatory Factor Analysis in Cross-cultural Research,’ International Journal of Psychology, 24(1989), 685–702, by permission of Psychology Press (http:// www.psypress.co.uk/journals.asp) University of Chicago Press Figure 12.6 Reprinted from Durvasula, S., Andrews, J.C., Lysonski, S and Netemeyer, R., ‘Assessing the Cross-national Applicability of Consumer Behavior Models: A Model of Attitude Toward Advertising in General,’ Journal of Consumer Research, 19(1993), 626–636, by permission of University of Chicago Press The Publisher has attempted to contact all those from whom permissions are required They would welcome hearing from any copyright holders whom it has not been possible to contact 503 ... xiii Marketing Research in a Global Environment Introduction Complexity of International Marketing Importance of Research for International Marketing Decisions Issues in International Marketing Research. .. York Designing International Marketing Research Chapter DESIGNING INTERNATIONAL MARKETING RESEARCH Introduction Broadly speaking, international marketing research can be defined as research that... International Marketing Research Designing International Marketing Research The International Marketing Research Process The first step in the international marketing research process frequently