Households in international marketing research: Vienna Diary Technique (VDT) as a method to investigate decision dynamics
Abstract
Purpose
The purpose of this paper is to respond to the call of alternative methodologies for studying household dynamics and aims to contribute to method development in international marketing research.
Design/methodology/approach
Based on the Viennese Diary Study, a methodology was developed to study Vietnamese middle-class partners’ decision making. This allows for dyadic analyses and keeping track of the decision and mutual influence history in an emerging market.
Findings
The methodology proved suitable to be used in a transitional economy, which is characterized by specific cultural aspects, such as the embeddedness of decisions in close relationships and traditional role specialization.
Research limitations/implications
While the diary method is time and resource-costly with rather small sample size, it allows for detailed insight into everyday decision making. Further research might want to extend participation in the method to the extended family, which is of high importance in collectivistic cultures.
Originality/value
Since partners in a household independently reported their perceptions and behaviours during decision processes each day, the methodology allows for dyadic analyses and keeping track of everyday decision making. In addition, the role in decision making of each spouse can be analysed.
Keywords
Acknowledgements
The authors are grateful to Ria Ursula Peterlik for organizing the diary study in Vietnam supervising the participating couples, and data collection.
Citation
Penz, E. and Kirchler, E. (2016), "Households in international marketing research: Vienna Diary Technique (VDT) as a method to investigate decision dynamics", International Marketing Review, Vol. 33 No. 3, pp. 432-453. https://doi.org/10.1108/IMR-01-2015-0007
Publisher
:Emerald Group Publishing Limited
Copyright © 2016, Emerald Group Publishing Limited