Methodological issues in cross-cultural research: An overview and recommendations

Abstract

Cross-cultural/national research is essential for both scholars and practitioners. Although the methodological issues specific to this research have long been acknowledged in the literature, recent studies confirm that the standards demanded by earlier studies have not been met. Accordingly, we review some of the most relevant methodological issues involved in cross-cultural/ national research and provide guidelines for addressing these issues, offering a fresh perspective based on the new trends and suggestions from recent literature. This study seeks to encourage greater methodological rigor in survey research conducted across cultures and/or countries to develop more theoretically robust and managerially relevant international market research. © 2012 Macmillan Publishers Ltd.