search query: @author Marchetti, R. / total: 3
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| Author: | Marchetti, R. Usunier, J-Cl. |
| Title: | Les problemes de l'etude de marche dans un context interculturel = The problems of market research in a cross-cultural context |
| Journal: | Revue Francaise du Marketing
1990 : 5(130), p. 5-17 |
| Index terms: | MARKET RESEARCH CULTURE INTERNATIONAL BUSINESS DECISION MAKING MARKETING INFORMATION |
| Language: | fre |
| Abstract: | The problems of international market research are reviewed. A survey of the literature is presented. The main issues are summarized in nine propositions. Arguments are put forward that the results of market research always should assist in decision making. The cultural background of marketing decision making is highlighted. The effects of cultural differences are rooted in the scope and nature of marketing information. Some aspects of the methodology of cross-cultural market research are considered. A few selected problems of translating and linguistic comparability are discussed. |
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