Methodology in Cross-Cultural Consumer Research

TLDR

The present study reviews the methodologies employed in recent cross‑cultural consumer research. The authors examined published cross‑cultural consumer studies from 1991–1996 across nineteen journals, evaluating research design, data equivalence, reliability checks, and analysis methods, and then offered recommendations to improve study quality. They reviewed research design, data equivalence, reliability checks, and data analysis methods across the selected journals. Results indicate that, despite growing international business activity and research efforts, cross‑cultural consumer studies remain limited, with about half involving only two cultures, largely non‑experimental surveys, and scant attention to data equivalence, with few establishing metric and sample equivalence.

Abstract

Abstract The present study reviews the methodologies used in recent cross-cultural consumer studies. We examine published cross-cultural consumer studies in nineteen journals between 1991 and 1996 in terms of research design, data equivalence and reliability check, as well as data analysis methods. Results show that despite the increase in international business activities and the great efforts spent in advancing cross-cultural business studies, the status of cross-cultural consumer studies remains low. Moreover, it is found that about half of the recent cross-cultural consumer studies involve only two cultures. Most of the recent cross-cultural consumer studies have been non-experimental and have used surveys to collect data. In addition, cross-cultural consumer researchers appear to have paid limited attention to data equivalence issues. Only a few have reported making attempts to establish metric and sample equivalence. Finally, recommendations are made to advance the quality of cross-cultural consumer studies.