Triangulation in Marketing Research of Consumers Behaviour in International Markets Cover Image

Triangulacja w badaniach marketingowych zachowań konsumentów na rynkach międzynarodowych
Triangulation in Marketing Research of Consumers Behaviour in International Markets

Author(s): Magdalena Sobocińska, Krystyna Mazurek-Łopacińska
Subject(s): International relations/trade, Organizational Psychology, Financial Markets, Marketing / Advertising
Published by: Instytut Badań Rynku, Konsumpcji i Koniunktur
Keywords: etic research; emic research; triangulation; international marketing research;

Summary/Abstract: In the article specificity of research in international markets is shown, which makes often a need for a triangulation of researchers, data, methods and theories. Its use should make it easier to go beyond knowledge that can be attained by using only one approach, and help to generate knowledge on several levels. The paper presents the main reasons and benefits of triangulation in marketing research of consumer in international markets. Particular attention was devoted to the cultural context in studies of consumer behaviour in the international markets and the resulting consequences for the use of triangulation, as well as types of triangulation and their usefulness in understanding the behaviour of consumers in international markets.

  • Issue Year: 2/2014
  • Issue No: 1
  • Page Range: 14-23
  • Page Count: 10
  • Language: Polish