Examining survey response styles in cross-cultural marketing research: A comparison between Mexican and South Korean respondents

Modern social and marketing research relies heavily on surveys to collect data. At the same time, it is well established that survey responses are influenced by response style biases that vary across individuals, countries and cultures.

Introduction

Over the last decades, the cross-cultural survey has become the de facto instrument of global market research (Chan, 2010). Multi-national corporations, operating in more and more countries, seek insight into how to sell their products and services t

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