Methodological issues in cross‐cultural marketing research

TLDR

Cross‑cultural marketing research is hindered by methodological problems, including the need to define problems by comparing phenomena across cultures while eliminating self‑reference bias. The study reviews methodological issues to address the problems hampering the growth of cross‑cultural marketing research. The authors organize the issues into a six‑step framework covering problem definition, approach development, research design, and data‑analysis concerns such as outlier treatment and standardization. The study concludes by interpreting results and presenting the report.

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.