Objectives: Cultural, cross-cultural research

 

Understanding the growing 'glo-cal' culture is complicated. While major trends do exist, they often collide with local particularities, before converging with these cultural nuances is distinctive way ...

The paper summarises problems of intercultural marketing research in terms of the emic-etic distinction well known in cross-cultural research. Examples show the importance to start cross-cultural mark ...

This paper provides a cross-cultural view of the interaction between popular culture and dietary habits. Focusing on American foods eaten in Italy and Italian foods eaten in the United States, it exam ...

This paper illustrates a mixed methodology approach to overcome cultural barriers by combining different qualitative and semiotic research methods. The challenge for qualitative researchers is to over ...

The paper presents a two-dimensional value system centred around modern traditional and individual versus socially orientation. It is shown how the dimensions are derived and how they relate to other ...

Group discussion (focus group) research can be very different in other countries from what is perceived as `normal' in the US. The paper explores these differences, resulting from cultural and histori ...

Argues, with examples, that different cultures in Europe have very different perceptions and inherited `systems of meaning': different symbolic references and rules/conventions for combining these int ...

The primary purpose of this paper is to illustrate the implications of sampling, recruitment and respondent interviews when conducting research on 'sensitive' topics in the global marketplace. The pap ...

As cross-cultural marketing becomes more important, the need for tools and perspectives to understand the global consumer becomes more pronounced. This paper offers practical advice on using ethnograp ...

This paper describes the variety of cultural differences present across the Spanish-speaking countries around the globe, derived from a 'ground-level' qualitative research study encompassing fourteen ...

Marketing and marketing research usually are discussed in the microcosm of established models, which interpret the 'world of consumption' as an independent world with no relation to society and cultur ...