Douglas and Craig (2011) Contextual factors within a market
Macro: GNI per capita, role of women
Meso: Within-country differences - topography, climate, affluence
Micro: Economic, demographic, social factors, market infrastructure
Situational
Construct equivalence
Whether marketing constructs have the same meaning/significant across cultures
e.g. functional equivalence - does product serve same function? Bike has recreational activity vs means of transport
Measurement equivalence
Whether each scale item measures underlying construct equivalently
e. g. calibration - accurate conversion of units like kg to lbs
e. g. translational - verbal stimuli should be translated and have equivalent meaning
Advantages of primary data
Can collect exactly the data necessary, up-to-date,
Disadvantages of primary data
Costly to collect
Multi-cultural data - challenging to coordinate, equivalence
Multi-linguistic - establishing comparability challenging
Advantages of secondary data
not time consuming or expensive to collect
Disadvantages of secondary data
difficult to compare, can become quickly outdated, may not be readily available/exactly as required