Please use this identifier to cite or link to this item:
Title: Methodological issues in cross‐cultural marketing research: A state‐of‐the‐art review
Authors: Agarwal, James
Malhotra, Naresh K.
Peterson, Mark
Keywords: International Marketing;Marketing Research;Methodology;National Cultures
Issue Date: 1996
Publisher: Emerald Insight
Citation: Naresh K. Malhotra, James Agarwal, Mark Peterson, (1996) "Methodological issues in cross‐cultural marketing research: A state‐of‐the‐art review", International Marketing Review, Vol. 13 Iss: 5, pp.7 - 43
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.
Description: Postprint uploaded 01/12/2015 link to Publisher's version with doi publisher's source acknowledged
ISSN: 0265-1335
Appears in Collections:Agarwal, James

Files in This Item:
File Description SizeFormat 
Agarwal_Methodological issues in cross cultural marketing_postprint_1996.pdf304.06 kBAdobe PDFView/Open

Items in DSpace are protected by copyright, with all rights reserved, unless otherwise indicated.