Deepen your knowledge with these carefully selected journal articles that provide extra commentary and analysis on important topics.

Gremler, Dwayne D. “The Critical Incident Technique in Service Research.” Journal of Service Research7, no. 1 (August 2004): 65–89.

1. What are the advantages and disadvantages of using the CIT method? What is the main advantage for international marketing research?
2. Think of a product or service that you would want to market to an international market. Design a CIT study to be done in that country that would help you to better market this product. Include the survey design, the problem you want to address, how you will analyse the results to arrive at a usable conclusion, and predict your results.

Stening, Bruce W., and Marina Y. Zhang. “Methodological Challenges Confronted When Conducting Management Research in China.” International Journal of Cross Cultural Management7, no. 1 (April 2007): 121–42.

1. How would you address the issues raised in this paper while conducting international marketing research?
2. How would a marketing research project differ in China than other international nations?