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Journal cover: International Marketing Review

International Marketing Review

ISSN: 0265-1335

Online from: 1983

Subject Area: Marketing

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Methodological issues in cross-cultural marketing research: A state-of-the-art review

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Title:Methodological issues in cross-cultural marketing research: A state-of-the-art review
Author(s):Naresh K. Malhotra, (Georgia Institute of Technology, Atlanta, Georgia, USA), James Agarwal, (University of Regina, Saskatchewan, Canada), Mark Peterson, (University of Texas at Arlington, Texas, USA)
Citation:Naresh K. Malhotra, James Agarwal, Mark Peterson, (1996) "Methodological issues in cross-cultural marketing research: A state-of-the-art review", International Marketing Review, Vol. 13 Iss: 5, pp.7 - 43
Keywords:International marketing, Marketing research, Methodology, National cultures
Article type:Literature review
DOI:10.1108/02651339610131379 (Permanent URL)
Publisher:MCB UP Ltd
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.

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