1. A Critical Review of Cross-Cultural Issues in Marketing Rese
... since most consumers hang their wash outside to dry in the fresh air"(Cateora & Ghauri, 2000, adapted from Kilburn, 1991) Unilever had conducted market research, but had asked the wrong questions and found that mismanaged research had 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 ...
- Word Count: 2515
- Approx Pages: 10
- Grade Level: Undergraduate