Culture as a research bias factor in bilingual markets.
The emergence of global markets has been marked by a parallel emergence of bilingualism. This poses a growing dilemma concerning the language in which marketing communications should be framed, as it seems likely that the use of a language could form a trigger that places a message recipient in a ce...
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2008
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| Online Access: | http://hdl.handle.net/10356/7417 |
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| Institution: | Nanyang Technological University |
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sg-ntu-dr.10356-74172024-01-12T10:32:15Z Culture as a research bias factor in bilingual markets. Lee, Kin Man. Ong, Randall Choon Poh. Marshall, Roger Nanyang Business School DRNTU::Business::Marketing::Research The emergence of global markets has been marked by a parallel emergence of bilingualism. This poses a growing dilemma concerning the language in which marketing communications should be framed, as it seems likely that the use of a language could form a trigger that places a message recipient in a certain frame of mind. This is the issue addressed in this paper. Data collected from two matched groups of survey respondents in Singapore, distinguished by age, gender and social class, show that language frame does play a significant part in generating different responses to market research questions. Master of Business Administration 2008-09-18T07:45:21Z 2008-09-18T07:45:21Z 2000 2000 Thesis http://hdl.handle.net/10356/7417 en Nanyang Technological University 36 p. application/pdf |
| institution |
Nanyang Technological University |
| building |
NTU Library |
| continent |
Asia |
| country |
Singapore Singapore |
| content_provider |
NTU Library |
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DR-NTU |
| language |
English |
| topic |
DRNTU::Business::Marketing::Research |
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DRNTU::Business::Marketing::Research Lee, Kin Man. Ong, Randall Choon Poh. Culture as a research bias factor in bilingual markets. |
| description |
The emergence of global markets has been marked by a parallel emergence of bilingualism. This poses a growing dilemma concerning the language in which marketing communications should be framed, as it seems likely that the use of a language could form a trigger that places a message recipient in a certain frame of mind. This is the issue addressed in this paper. Data collected from two matched groups of survey respondents in Singapore, distinguished by age, gender and social class, show that language frame does play a significant part in generating different responses to market research questions. |
| author2 |
Marshall, Roger |
| author_facet |
Marshall, Roger Lee, Kin Man. Ong, Randall Choon Poh. |
| format |
Theses and Dissertations |
| author |
Lee, Kin Man. Ong, Randall Choon Poh. |
| author_sort |
Lee, Kin Man. |
| title |
Culture as a research bias factor in bilingual markets. |
| title_short |
Culture as a research bias factor in bilingual markets. |
| title_full |
Culture as a research bias factor in bilingual markets. |
| title_fullStr |
Culture as a research bias factor in bilingual markets. |
| title_full_unstemmed |
Culture as a research bias factor in bilingual markets. |
| title_sort |
culture as a research bias factor in bilingual markets. |
| publishDate |
2008 |
| url |
http://hdl.handle.net/10356/7417 |
| _version_ |
1789483216614195200 |