Approaches and Research Methods in Intercultural Marketing

Krystyna Mazurek-Łopacińska , Magdalena Sobocińska

Abstract

In conditions of internationalisation of activities of enterprises, growing importance of marketing research that enables recognition of culturally determined consumers’ behaviours is observed. Knowledge about cultural differences developed during research provides the basis for making decisions concerning the scope of standardisation and adaptation of strategies and marketing programs on particular markets. The goal of the paper is to show approaches and research methods that find application in making decisions in intercultural marketing. Research model based on cultural approach that takes into consideration cultural circles as well as types and dimensions of cultures, decision problem, procedure and research methods and techniques are the result of considerations and analyses.