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Lecture International marketing (15/e): Chapter 8 - Cateora, Gilly, Graham

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Chapter 8 - Developing a global vision through marketing research. After studying this chapter you will be able to understand: The importance of problem definition in international research, the problems of availability and use of secondary data, sources of secondary data, quantitative and qualitative research methods, multicultural sampling and its problems in less-developed countries, using international marketing research. |

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