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- Publisher
- Emerald Publishing
- Copyright
- Copyright © 1996 MCB UP Ltd. All rights reserved.
- ISSN
- 0265-1335
- DOI
- 10.1108/02651339610131379
- Publisher site
- See Article on Publisher Site
Abstract
Notes that methodological problems are hampering the growth of cross‐cultural marketing research and presents a review of methodological issues to address these problems. Organizes these issues around a six‐step framework which includes elements such as problem definition, the development of an approach and research design formulation. Notes that the marketing research problem can be defined by comparing the phenomenon or behaviour in separate cultural contexts and eliminating the influence of the self‐reference criterion. Discusses issues in data analysis such as treatment of outliers and standardization of data. Concludes with an interpretation of results and report presentation.
Journal
International Marketing Review – Emerald Publishing
Published: Oct 1, 1996
Keywords: International marketing; Marketing research; Methodology; National cultures