A state-of-the-art review. Despite its burgeoning growth
in recent years, further expansion and development of
cross-cultural marketing research is being hampered by
methodological problems. This paper is an attempt to
address this need. Our objective is to sensitize
cross-cultural marketing researchers to the various
methodological issues which should be considered if
unequivocal findings are to emerge. We also provide
guidelines for addressing these issues. These
methodological issues are organized around the six-step
framework describing the marketing research process:
problem definition, developing an approach, research
design formulation, field work, data analysis, and
report preparation and presentation. pdf 1996
