search query: @indexterm market research / total: 2057
reference: 786 / 2057
| Author: | Schopphoven, I. |
| Title: | Marktforschung fur das internationale Marketing (Market research for international marketing) |
| Journal: | Jahrbuch der Absatz- und Verbrauchsforschung
1991 : VOL. 37:1, p. 28-47 |
| Index terms: | MARKETING MARKET RESEARCH |
| Language: | ger |
| Abstract: | With internationalising marketing strategies there is a need for international market research. It has to rely on both primary and secondary data. The article presents the sources of secondary data and criteria for their evaluation and also methodological problems of compiling a questionnaire. High stress is laid on the equivalence principle. |
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