Methodological Considerations in Cross-National Consumer Research

Robert T Green and Phillip D White

Journal of International Business Studies, 1976, vol. 7, issue 2, 88 pages

Abstract: An increasing number of cross-national studies are being reported in the consumer behavior literature. However, a review of this research suggests that many of the methodological issues involved in the conduct of cross-national research are being ignored. This paper presents some of the most fundamental considerations that are involved in studies of cross-national consumer behavior and suggests methods of incorporating them into research projects.© 1976 JIBS. Journal of International Business Studies (1976) 7, 81–88

Date: 1976
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