Mrs Arij Alzahrawi
Methodological issues in cross-cultural marketing research
A state-of-the-art review
Naresh K. Malhotra
Georgia Institute of Technology, Atlanta, Georgia, USA
Cross-cultural marketing research 7
James Agarwal
University of Regina, Saskatchewan, Canada
and Mark Peterson
University of Texas at Arlington, Texas, USA
To be cross-cultural, the marketing research project must be conducted across nations or culture groups, rather than across provinces or ethnic groups (Berry, 1980). For the purpose of this review, international marketing research (research dealing with international issues), foreign research (research conducted in a country other than the country of the research-commissioning organization), or multinational research (research conducted in all or all important countries where the company is represented), and other similar terms, will be subsumed under the rubric of cross-cultural research. We do not deny the fine distinctions that can be made among these concepts (e.g. Terpstra and Sarathy, 1990). However, it is not necessary to make these distinctions as the methodological issues we consider apply in varying degrees to all of these types of research. In recent years cross-cultural marketing research has assumed great importance in the academic and business worlds. Academically, cross-cultural research has gained wide acceptance both in international business journals and in specialized journals. A recent review identified 720 articles on the subject that were published in various academic journals between 1980 and 1990 (Aulakh and Kotabe, 1993). Businesswise, the USA accounts for only 39 per cent of the marketing research expenditures worldwide. About 40 per cent of all marketing research is conducted in Western Europe and 9 per cent in Japan. Most of the research in Europe is done in Germany, the United Kingdom, France, Italy, and Spain (Demby, 1990). With the globalization of markets, marketing research has assumed a truly international
A state-of-the-art review
Naresh K. Malhotra
Georgia Institute of Technology, Atlanta, Georgia, USA
Cross-cultural marketing research 7
James Agarwal
University of Regina, Saskatchewan, Canada
and Mark Peterson
University of Texas at Arlington, Texas, USA
To be cross-cultural, the marketing research project must be conducted across nations or culture groups, rather than across provinces or ethnic groups (Berry, 1980). For the purpose of this review, international marketing research (research dealing with international issues), foreign research (research conducted in a country other than the country of the research-commissioning organization), or multinational research (research conducted in all or all important countries where the company is represented), and other similar terms, will be subsumed under the rubric of cross-cultural research. We do not deny the fine distinctions that can be made among these concepts (e.g. Terpstra and Sarathy, 1990). However, it is not necessary to make these distinctions as the methodological issues we consider apply in varying degrees to all of these types of research. In recent years cross-cultural marketing research has assumed great importance in the academic and business worlds. Academically, cross-cultural research has gained wide acceptance both in international business journals and in specialized journals. A recent review identified 720 articles on the subject that were published in various academic journals between 1980 and 1990 (Aulakh and Kotabe, 1993). Businesswise, the USA accounts for only 39 per cent of the marketing research expenditures worldwide. About 40 per cent of all marketing research is conducted in Western Europe and 9 per cent in Japan. Most of the research in Europe is done in Germany, the United Kingdom, France, Italy, and Spain (Demby, 1990). With the globalization of markets, marketing research has assumed a truly international
References: arijalzahrawi@gmail.com - May 21, 2013 - Read articles at www.DeepDyve.com Campbell, D.T Cross-cultural marketing research 39 arijalzahrawi@gmail.com - May 21, 2013 - Read articles at www.DeepDyve.com arijalzahrawi@gmail.com - May 21, 2013 - Read articles at www.DeepDyve.com Malhotra, N.K Cross-cultural marketing research 41 arijalzahrawi@gmail.com - May 21, 2013 - Read articles at www.DeepDyve.com arijalzahrawi@gmail.com - May 21, 2013 - Read articles at www.DeepDyve.com Terpstra, V Cross-cultural marketing research 43 arijalzahrawi@gmail.com - May 21, 2013 - Read articles at www.DeepDyve.com