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| Author: | Slater, S. Yani-de-Soriano, M. |
| Title: | Researching consumers in multicultural societies: Emerging methodological issues |
| Journal: | Journal of Marketing Management
2010 : OCT, VOL. 26:11-12, p. 1143-1160 |
| Index terms: | methodology consumer research cross-cultural studies marketing research |
| Language: | eng |
| Abstract: | Twenty-first century marketing is characterized by an growth of internet and an increased of multicultural societies. This article presents a critical review of the main studies in cross-cultural consumer behaviour and marketing research. It identifies methodological issues, which are frequently undermining the quality of research. The article offers suggestions for addressing these issues. |
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