The State of Methodological Practice in International Marketing Research

Abstract

Purpose – A considerable body of literature has evolved on the topic of appropriate research methodology for cross-national data collection. Additionally, prior commentaries on cross-national research in the marketing have cited significant deficiencies in this body of research in terms of the theoretical foundations, methods, and analytical techniques used. The purpose of this chapter is to summarize guidelines for conducting cross-national research in marketing and assess the degree to which these rules are being followed. Design/methodology/approach – The literature on cross-national research methods in marketing studies is first reviewed to identify key issues and methodological guidelines. A content analysis of cross-national studies appearing in 10 major journals in the marketing and advertising field for the period from 2005 to 2010 is conducted to assess whether the guidelines for researchers are being followed. The chapter also explores whether recent research is addressing key deficiencies identified by prior commentaries on this body of research. Findings –Results are indicative of some promising trends. A wider range of theory bases, methodological techniques, and analytical techniques are being used in cross-national marketing studies. Additionally, methodological guidelines for conceptualizing studies, including following appropriate procedures to ensure equivalence and verifying the existence of cultural differences, are being followed at a higher rate than in the past. Still, some studies do not follow accepted guidelines, and there is a need for a wider range of theory bases and methods to be used. Research limitations/implications – The study examines only cross-national studies published in 10 journals over a recent six years (2005–2010). As a result, no direct comparison to earlier periods is made. Originality/value of paper – This chapter outlines key guidelines for conducting cross-national studies in marketing. It also calls attention to the need to follow these guidelines based on the trend toward a majority of studies complying with them. Finally, the chapter calls attention to the need for certain theory bases and methods to be used more frequently.