Abstract:
The presentation summarises problems of intercultural marketing research in terms of the emic - etic distinction well known in cross-cultural research. Examples show the importance to start cross-cultural marketing research from the native consumer's world view: cultural symbols and their meanings in context determine how consumers cognitively organise and act in markets and how they perceive and talk about products and brands. Data of a multi-stage paradigm exemplify how to avoid problems of intercultural research by means of empirical 'bottom up' methods.
This could also be of interest:
Research Papers
From consumer connection to consumer insight
Catalogue: Consumer Insights 2007
Author: Malgorzata Blachowska
Company: Nestlé
May 7, 2007
Research Papers
Consumer studies
Catalogue: Seminar 1989: Is Marketing Keeping Up With The Consumer?
Author: Giampaolo Fabris
 
June 15, 1989
Research Papers
Consumer research in the context of social transformation
Catalogue: ESOMAR Qualitative Ascending Conference 2002
Author: Stephan Teuber
 
November 10, 2002
![The documents and videos are available for ESOMAR members only!](/static/img/ana_document_bg.png)