1. A Critical Review of Cross-Cultural Issues in Marketing Rese
... housewife's social life, whereas in the United States shopping tends to be considered a chore" (Green & White, 2001). A major objective of current cross-cultural marketing research is the identification of functionally equivalent and non-equivalent issues through descriptive studies and other qualitative analysis. The results of such work can provide the input for future theory development. Usunier (1992) suggests that "reality" passes through various filters - the senses ... noted that ethnocentrism is not only common in research design and instrumentation, but also in data collection ...
- Word Count: 2515
- Approx Pages: 10
- Grade Level: Undergraduate