Conducting Market Research for International Business is designed to help managers and scholars understand the fundamentals of international market research. It offers a comprehensive treatment of the research issues that international business managers face when contemplating market entry, engaging buyers in foreign markets, maintaining and growing market share, and expanding to newer opportunities abroad. The book describes how to initiate an international research project-from analyzing the nature and scope of the research to the preliminary stages, gathering data, designing surveys, sampling, analyzing the data, and more. It also provides a sound theoretical base, supported by numerous examples. This practical, detailed guide further offers extensive coverage on using the Internet for research.

Key areas of coverage include the six activities associated with Global Market Opportunity Assessment (GMOA); fundamentals of international market research; the types of information needed in international research, and how these are gathered and converted into useful, managerially relevant information; the merits and limitations of primary and secondary data, and suggestions regarding Internet-based resources; research using primary data, particularly regarding survey research; a three-phased approach for conducting international market research composed of macro-, micro-, and cultural analysis; methodological considerations in international market research, such as validity, reliability, and equivalency in conducting research; specific measurement issues that researchers face in international studies, and methods to overcome these issues; an extended example of a market research situation facing a typical firm; important research issues, such as developing research questions, constructing measures, sampling, and data collection; a listing of numerous Internet sites, organized by category, for conducting research; a sample international business plan and the research requirements for completing such a plan.

Tamer Cavusgil specializes in the internationalization of the firm, global strategy, emerging markets, and buyer-seller relationships in cross-border business. His professional career spans teaching, research and administrative responsibilities in international business at Michigan State University, Bradley University, University of Wisconsin, and the Middle East Technical University (Turkey). In addition, he served as Senior Fulbright Scholar to Australia and taught at Monash University. Recently, he was appointed a visiting Professor at Manchester Business School, and as Gianni and Joan Montezemolo Visiting Chair at the University of Cambridge, the United Kingdom. At Michigan State University, he was the inaugural holder of the John W. Byington Endowed Chair in Global Marketing, and also held distinction of MSU Distinguished Faculty, the highest award given to a faculty member. He founded the Center for International Business Education and Research (CIBER), a leading National Resource Center in 1989, and served as its Executive Director until 2008. At MSU-CIBER, he spearheaded the development of now leading international business knowledge portal, globalEDGE. In addition to building an exceptional CIBER team, he secured more than $15 million in external contracts and grants for MSU's international activities. Also serving as director of doctoral programs in international business, he mentored more than 20 doctoral students. Tamer has authored more than a dozen books and over 180 refereed journal articles. His work is among the most cited contributions in international business. He is the founding editor of the Journal of International Marketing now published by the American Marketing Association, and Advances in International Marketing published by Elsevier/JAI Press. He serves on the editorial review boards of a dozen professional journals including the Journal of International Business Studies. Tamer is an elected Fellow of the Academy of International Business, a distinction earned by a select group of intellectual leaders in international business. He also served as Vice President of the AIB, and on the Board of Directors of the American Marketing Association. Michigan State University bestowed him with its highest recognition for contributions to the international mission: the Ralph H. Smuckler Award for Advancing International Studies. He was named "International Trade Educator of the Year" in 1996 by the National Association of Small Business International Trade Educators (NASBITE). In 2007, he was named an Honorary Fellow of the Sidney Sussex College at the University of Cambridge. Professor Cavusgil holds MBA and Ph.D. degrees in business from the University of Wisconsin.

This practical guide leads you through all the issues you will face in developing new marketing opportunities in foreign markets. From initiating a project, to sampling and analyzing data, to taking advantage of your knowledge by approaching the market; this book is your guide to understanding and overcoming the most pressing issues that international marketers face.