Researching consumers in multicultural societies: emerging methodological issues

Slater, Stephanie ORCID: https://orcid.org/0000-0001-9817-3687 and Yani-De-Soriano, Marie Mirella ORCID: https://orcid.org/0000-0002-1169-5923 2010. Researching consumers in multicultural societies: emerging methodological issues. Journal of Marketing Management 26 (11-12) , pp. 1143-1160. 10.1080/0267257X.2010.509581

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Abstract

The paper presents a critical review of the main studies in cross-cultural consumer behaviour and marketing research, and identifies the methodological issues that frequently undermine the quality of research in this area. The paper offers suggestions for addressing these issues, which are becoming even more complex due to growing Internet-based marketing research and increasingly multicultural societies. The authors discuss the relevance of cross-cultural marketing research and the challenges associated with it in the context of a changing global environment, and explain how, by understanding and addressing these concerns, marketers will be able to achieve superior marketing research findings through improved validity of results.

Item Type:	Article
Date Type:	Publication
Status:	Published
Schools:	Business (Including Economics)
Subjects:	H Social Sciences > H Social Sciences (General) H Social Sciences > HF Commerce H Social Sciences > HM Sociology
Uncontrolled Keywords:	Cross-cultural methodology ; consumer research
Additional Information:	Special Issue: Multicultural perspectives in customer behaviour
Publisher:	Taylor & Francis
ISSN:	0267-257x
Last Modified:	19 Oct 2022 09:05
URI:	https://orca.cardiff.ac.uk/id/eprint/19975

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