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Type of publication: Straipsnis kitose duomenų bazėse / Article in other databases (S4)
Field of Science: Vadyba / Management (S003)
Author(s): Lydeka, Zigmas;Šalčiuvienė, Laura;Auruškevičienė, Viltė
Title: An Assessment of Various Approaches for Cross-Cultural Consumer Research
Is part of: Problems and Perspectives in Management. Ukraine : Business Perspectives, 2005, Iss. 3
Extent: p. 147-159
Date: 2005
Keywords: Consumer behavior;Cultural approach;Cross-cultural research methodologies
Abstract: The rapid growth in international marketing has created a need for cross cultural consumer research in a fast changing environment (Douglas, Morrin and Craig, 1994). Two major deficiencies have been distinguished in cross-cultural research (e.g. Douglas and Craig, 1983; Douglas and Craig, 1992; Boddewyn, 1981; Albaum and Peterson, 1984; Yaprak, 2003): lack of strong theoretical framework and difficulties concerning data collection in more that one country, data comparability and implementation of methodological techniques. Scholars have discovered that their models and measures have to be psychometrically sound across cultures. Therefore, there is a need to pay a greater attention to the methodological rigor and conceptualisation, design, and application of the research tools, analysis in drawing conclusions from research findings when conducting cross-cultural studies. Thus, the purpose of this paper is to examine cross-cultural consumer research conducted during the 1990-2003 years period from a methodological perspective. The paper is structured as follows: first, we review the literature on key issues involving studies in culture and consumption and role of values in consumer behaviour. Subsequently identify methodological difficulties that are commonly overlooked by cross-cultural/national research, concerning conceptualisation, design and application of research tools, construct and other equivalencies, choices in the design of the study and in analytical techniques used. Finally we present some conclusions
Affiliation(s): ISM Vadybos ir ekonomikos universitetas
Kauno technologijos universitetas
Appears in Collections:Universiteto mokslo publikacijos / University Research Publications

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