1. A Critical Review of Cross-Cultural Issues in Marketing Rese
... resulted in an unsuccessful attempt at market entry into Japan. Adaptation of marketing research methods may be required across different cultures due to varying factors. However, this adaptation raises questions over the reliability of any data gathered. "There is evidence that insufficient attention is given not only to non-sampling errors and other problems that can exist in improperly ... future theory development. Usunier (1992) suggests that "reality" passes through various filters - the senses which are themselves partially culturally formed, the choice of what to research and th...
- Word Count: 2515
- Approx Pages: 10
- Grade Level: Undergraduate