Watkins, Leah - In: International Marketing Review 27 (2010) 6, pp. 694-716
Purpose – Cross‐cultural research in marketing has been dominated by survey‐based quantitative approaches; however, the … assumption of prior validity required for the adoption of the survey approach to values in cross‐cultural research has yet to be …‐cultural values research. These criticisms relate both to the choice of the method and its execution. The paper outlines the …