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Media type:
E-Article
Title:
Methodological issues in cross‐cultural marketing research : A state‐of‐the‐art review
:
A state‐of‐the‐art review
Contributor:
Malhotra, Naresh K.;
Agarwal, James;
Peterson, Mark
Published:
Emerald, 1996
Published in:
International Marketing Review, 13 (1996) 5, Seite 7-43
Language:
English
DOI:
10.1108/02651339610131379
ISSN:
0265-1335
Origination:
Footnote:
Description:
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.