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| Author: | Doran, K. B. |
| Title: | Lessons learned in cross-cultural research of Chinese and North American consumers |
| Journal: | Journal of Business Research
2002 : OCT, VOL. 55:10, p. 823-829 |
| Index terms: | Information economics Decision making Consumer behaviour China USA |
| Language: | eng |
| Abstract: | The author describes lessons learned while conducting a cross-cultural study of information search comparing Chinese and North American consumers. She looks at such issues as creating relevant samples in cultures where it is difficult to compare occupations, income levels, educational levels and spending parity. She also underscores the need for a full understanding of the differences in the marketing environment that may exit in different cultures and how those differences may affect study results. |
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