Researching consumers in multicultural societies: Emerging methodological issues*

*Both authors contributed equally to this article

Abstract

The paper presents a critical review of the main studies in cross-cultural consumer behaviour and marketing research, and identifies the methodological issues that frequently undermine the quality of research in this area. The paper offers suggestions for addressing these issues, which are becoming even more complex due to growing Internet-based marketing research and increasingly multicultural societies. The authors discuss the relevance of cross-cultural marketing research and the challenges associated with it in the context of a changing global environment, and explain how, by understanding and addressing these concerns, marketers will be able to achieve superior marketing research findings through improved validity of results.

Keywords:

• cross-cultural methodology
• consumer research

Acknowledgements

The authors are grateful to the editor(s) and the reviewers for their invaluable suggestions, support, and extensive feedback during the writing of this manuscript. They would also like to thank Martin Evans and Professor Mike Wallace for the constructive criticism they offered on earlier drafts.

Notes

*Both authors contributed equally to this article