An Individual Analysis Approach to Cross-Cultural Research

• Main Authors: TAN, Chin Tiong, McCullough, Jim, Teoh, Jeannie
• Format: text
• Language: English
• Published: Institutional Knowledge at Singapore Management University 1987
• Subjects: Marketing; Race and Ethnicity
• Online Access: https://ink.library.smu.edu.sg/lkcsb_research/214; https://acrwebsite.org/volumes/9822/volumes/v14/NA-14
• Institution: Singapore Management University

It is suggested that cross cultural research examined using aggregate analysis often results in superficial or meaningless evaluations of cultural differences. A more realistic approach appears to be individual level analysis to examine how one group of individuals differs from another. This paper r...