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Methodological issues in cross‐cultural marketing research: A state‐of‐the‐art review

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Author
Agarwal, James
Malhotra, Naresh K.
Peterson, Mark
Accessioned
2015-01-15T17:28:57Z
Available
2015-01-15T17:28:57Z
Issued
1996
Subject
International Marketing
Marketing Research
Methodology
National Cultures
Type
journal article
Metadata
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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.
Refereed
Yes
Postprint uploaded 01/12/2015 link to Publisher's version with doi http://www.emeraldinsight.com.ezproxy.lib.ucalgary.ca/doi/full/10.1108/02651339610131379 publisher's source acknowledged
 
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
Corporate
University of Calgary
Faculty
Haskayne School of Business
Url
http://www.emeraldinsight.com.ezproxy.lib.ucalgary.ca/
Publisher
Emerald Insight
Doi
http://dx.doi.org/10.11575/PRISM/34121
Uri
http://hdl.handle.net/1880/50310
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  • Haskayne School of Business Research & Publications

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