Research World (December 2004)

Date of publication: December 1, 2004

Catalogue: Research World 2004

Author: ESOMAR B.V.

Abstract:

More discussion and debate about intercultural issues is needed. Instead of talking about globalisation, generally from the supplier’s viewpoint, it is more meaningful to focus on the challenge of managing diversity, and on the impact and consequences of culture on consumer behaviour. Marketing and opinion research can provide an important contribution to this, by making the cultural map more transparent and pointing the way, in particular through modern, qualitative research.

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