Researching consumers in multicultural societies: Emerging methodological issues*

Volume: 26, Issue: 11-12, Pages: 1143 - 1160
Published: Oct 5, 2010
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...
Paper Details
Title
Researching consumers in multicultural societies: Emerging methodological issues*
Published Date
Oct 5, 2010
Volume
26
Issue
11-12
Pages
1143 - 1160
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