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Marketing - Marketing Research and Market Research

 

 
Methodological issues in cross-cultural marketing research 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

 

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Status: 21. November 2012