Cross-Cultural Marketing Research

Podcast

Play an AI-generated podcast conversation about this lesson

Questions and Answers

What is the primary focus of open coding in grounded theory?

Comparing parts of the data to establish dimensions and sub-dimensions.

Identifying persistent problems in the data.

Extracting original text passages and word choices for thematic grouping. (correct)

Refining and integrating existing categories.

Which activity is most characteristic of axial coding?

Triangulating data to ensure consistency of assigned categories. (correct)

Focusing solely on refining existing codes.

Identifying 'in vivo' codes directly from the data.

Developing broad, less nuanced codes.

What is the goal of selective coding?

To generate initial, broad themes from raw data.

To maintain a fixed set of codes throughout the analysis.

To develop more nuanced codes and identify persistent problems. (correct)

To check consistency of categories only through cross-analysis.

What marks the end of the iterative coding process in grounded theory?

When no further changes are needed, and all text passages are assigned to mutually exclusive codes. Signup and view all the answers

What role does MAXQDA play in grounded theory coding?

It facilitates the management of data for analysis when dealing with large amounts of data. Signup and view all the answers

According to Adamopoulos/Lonner, what is the primary role of cultural and ethnic factors in cross-cultural research?

To mediate or modify common core behaviors. Signup and view all the answers

What is the main goal of cross-cultural research, according to the text?

To compare similarities and differences in behaviours across cultures. Signup and view all the answers

What methodological approach did Jensen-Lampiri (2017) use in their meta-analysis?

A qualitative approach using grounded theory. Signup and view all the answers

What is the first stage of the four-stage process in the meta-analysis?

Definition of research area and time frame. Signup and view all the answers

In the meta-analysis process described, what is the role of 'inclusion and exclusion criteria'?

To select and filter publications based on relevance to the study. Signup and view all the answers

According to the provided material, what is the primary reason for employing Grounded Theory in this research?

To systematically identify and assess key concepts inductively from the literature. Signup and view all the answers

What was the initial number of publications identified through keyword searches in the ISI Web of Knowledge and EBSCO search engines?

187 Signup and view all the answers

Which of the following best describes the criteria used to reduce the initial sample of publications to the final sample of 78?

Publications directly positioning as cross-cultural reviews of process oriented steps, with a clear disciplinary focus. Signup and view all the answers

Based on the provided text, in what context is Grounded Theory’s ability to derive themes inductively most beneficial?

When analyzing the progressive evolution of research practices over time. Signup and view all the answers

In addition to the keyword searches, what other method was used to identify further relevant publications?

Examining references and citations of initially identified publications. Signup and view all the answers

According to the provided material, why has there been a significant increase in publications related to culture in international marketing?

Because culture is becoming a leading theoretical focus in the field. Signup and view all the answers

What implication does Shavitt et al. (2008) suggest regarding unsuccessful marketing in diverse cultural settings?

It can damage a marketer's reputation and waste resources. Signup and view all the answers

Which of the following is NOT directly identified in the materials as an example that demonstrates a cultural marketing mistake?

McDonald's in Japan Signup and view all the answers

According to the materials, what role does cross-cultural research play in a globalized world?

It fosters mutual understanding and learning between cultures. Signup and view all the answers

Besides accelerating globalization, what other key factor highlights the necessity for cross-cultural research according to the materials?

The emergence of cross-cultural research as a distinct field of study. Signup and view all the answers

Signup and view all the answers

Study Notes

Market and Consumer Psychology

The presentation is about perennial problems of cross-cultural marketing research practices.
The presenter discusses the importance of cultural sensitivity in cross-cultural business research.
A key point is that culture is becoming a leading theory in international marketing.

Cultural Sensitivity

Cheryl Nakata, a professor of marketing, highlighted that publications about culture are increasing.
This suggests that culture is becoming a leading theory in international marketing.
The presentation gives examples of marketing blunders caused by a lack of cultural sensitivity. (e.g., KFC in China, Pepsi in China, Fiat ad with R. Gere, United Airlines (white flowers) and iPhone 7).

Today's Agenda

The agenda includes what cross-cultural research is, its importance and development in marketing research, and perennial problems in cross-cultural marketing research with a study.
Further, it outlines directions for cross-cultural marketing research practices.

A Call for Further Research

Multinational companies spend billions globally on marketing.
Some funding is wasted, harming reputations due to cultural or linguistic errors.
The importance and need for effective marketing to varied ethnic and subcultural groups is vital in emerging and existing markets.

Some Bad Examples: Oops!

KFC in China
Pepsi in China
A Fiat ad with actor R. Gere
United Airlines (white flowers)
iPhone 7

Question

The presenter posed questions to the audience: Have you ever encountered such examples, and why did it happen?

Why do Cross-Cultural Research?

Globalization increases the importance of cross-cultural research.
It's a distinct field with its own phenomena, methods, and theories.
Research facilitates understanding and learning between cultures.

What is Cross-Cultural Research?

It helps understand how and why cultural and ethnic factors mask, mediate, or modify common aspects of human thought and behavior.
It is conducted across nations or culture groups
It aims to systematically compare behavioral and cognitive similarities and differences between cultures.
It aims to identify the role of culture.
It investigates empirical evidence for the incidence, distributions, and causes of cultural variation.
It aims to test and document the universality and generality of methods, theories and concepts.
It encourages the development of adequate methodologies, theories and concepts.

Cross Cultural Research: A Meta-Analysis

Jensen-Lampiri (2017) reviewed existing reviews on cross-cultural business research practices.
It identified advances and perennial problems.

Methodology of Jensen-Lampiri (2017)

A meta-analysis—review of reviews— was conducted.
A four-stage process was used.
Grounded theory was used for analysis, identifying seven categories.

"The Making-of" 4-Stages-Process for a Systematic Meta-Analysis

The stages for systematic meta-analysis includes defining the research area and time frame, selecting publication outlets, identifying publications, strategies used for coding and data analysis.

Selected Publication Outlets

A list of journals used in the meta-analysis.
Several journals are listed, organized by disciplines.
Specific journals, like the Academy of Management Journal, and others are included in the analysis.

Identification of Review Publications

Research in ISI Web of Knowledge and EBSCO search engines used.
Key words (e.g., cross-cultural research, international research, comparative research) were used to identify relevant publications.
187 publications were initially identified from the searches.
Further, 32 publications were identified from references and citations.
Publications excluded if they didn't focus on straightforward cross-cultural processes or lack a clear disciplinary focus.
The final sample contained 78 publications.

Reviews on Cross-Cultural CB Studies

Several academic papers relating to cross-cultural marketing and consumer behavior published between 1950 and 2010 were summarized.
Cross-cultural publication trends/themes are shown.

Analysis using Grounded Theory

Grounded theory was used to analyze the reviewed publications.
It involves allowing concepts to emerge during the analytical process, rather than being derived a priori.
This approach aligns with the evolutionary nature of scientific research.

Coding in Grounded Theory

Coding in grounded theory has three stages: open coding, axial coding, selective coding.

Example of a Coding Procedure

Tables demonstrating how research is coded by themes.

Analysis of Practices: Finding categories

The study analyzes research practices by examining research strategies, structure of the research team, theoretical foundations, and culture specifications.

Research Strategies (1960s to Date)

This section presents a dominance of the "etic paradigm" and "ethnocentrism" across studies.
This approach assumes universal values and beliefs guide behavior.

###Two Approaches of Modeling CCCB (Cultural Consumption, Culture, and Consumer Behavior)

The Cultural Syndromes, or Dimensional approach, suggests that cultural differences could be explained by universal psychological dimensions.
The Dynamic Constructivist Theory of Culture approach proposes that culture is stored in memory as an associative network that guides behavior based on salience.

Question: Behavioral Intention Models

Behavioral intention models often assume attitudes and expectations influence intentions.
The question posed is whether this holds cross-culturally and whether assumptions about consumer behavior intentions hold across cultures.

Structure and Role of Research Teams

The analysis demonstrates a dominance of single-country research teams compared to those with cross-cultural research, implying a possible lack of cross-national team collaborations.

Potential Advantages of Cross-Cultural Research Teams

The presenter raises questions about the benefits of having teams that include natives from the investigated cultures in consumer research. What are the potential advantages?

Literature

List of academic sources used in the analysis.

Studying That Suits You

Use AI to generate personalized quizzes and flashcards to suit your learning preferences.

Description

Explore the critical aspects of cross-cultural marketing research and the importance of cultural sensitivity in international business practices. This quiz delves into significant examples of marketing failures and discusses the development of cultural theory in marketing. Test your knowledge on the perennial problems and strategies in cross-cultural market research.