Achieving comparability from multicultural diversity

Cultural sensitivity – understanding the differences that occur across the peoples who inhabit the global village –results in better research designs and better interpretation of results, and helps a global marketer to better understand how to communicate more effectively with an ever-widening and diversifying consumer base.

Achieving Comparability From Multicultural Diversity

Peter Klein MSW Research

FOREWARD: DIVERSITY IN THE GLOBAL VILLAGE

Increasingly, international marketers ask researchers to design and field multi-country studies. International studies executed...