German Portal



 About RMP

About themanager


Send to a friend
Broken Link?

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






Marketing Book


If you have questions or comments to our website, do not hesitate to contact us (comments and questions are always welcomed): webmaster2 AT 
Copyright 2001 Recklies Management Project GmbH
Status: 21. November 2012