GRADUATESCHOOL OF MANAGEMENT
ST. PETERSBURGSTATEUNIVERSITY
Course Outline
CROSS-CULTURAL RESEARCH IN MARKETINGProfessor: MARIA M. SMIRNOVA, PhD, Senior Lecturer,
Bachelor Program in Management (Marketing), Autumn Semester 2008/2009 Academic Year
Course Summary
This is a 4th year Bachelor Program course
Course Prerequisites: Marketing, Consumer Behavior, International Marketing, Marketing Research
Course Layout: (lectures, discussion sessions (seminars)[1], practical SPSS sessions, assignments, projects, presentations, group work, case studies)
General Course Goals and Objectives
The main objective of this course is to give the participants an understanding of a variety of issues related to marketing research in cross-cultural environment, including both conceptual and empiric levels. The course is based on a comprehensive analysis of existing approaches to conceptualization of cross-cultural research and marketing activities in global markets. Practical part of the course is based on the SPSS-package and includes empirical data collection and analysis modules.Main course objectives include:
- To create the understanding of diverse opportunities to capture firm’s environment and consumer behavior considering cultural influence; the range and variety of research tools; strategies to analyze both B2B and B2C markets cross-cultural perspective.
- To give the participants the basic skills in quantitative data analysis on the base of SPSS software package in form of empirical modules on various applied research topics.
- To show the participants basic approaches to integration research results and their consideration by planning of marketing strategy both on national and international levels.
Topics Covered
Topic 1 Marketing and Culture. Focus Trend in Research and Teaching on Cross-Cultural Marketing and Marketing Research. Short theme research presentation.Topic 2 Key Topics in Cross-Cultural Marketing Research
Changes in Global Marketing Environment – Challenges for Marketers and Researchers. Consequences of globalization and “de-globalization”. The changing role of international marketing researcher. Examples of cross-cultural research. Cross-Cultural Effects in Research: Cultural Study by Hofstede and Main Research Dimensions. Cultural Countries Profiles. Can Culture Be Measured? Critical Review of Culture-Measuring Concepts. The Globe Project.
Topic 3 Identifying Potential Research Issues
Selecting international markets. International market selection process. International market research. International and domestic research. Recognizing the need for research. Determining research objectives. Gathering primary data. Determining secondary information requirements. Methodological issues.
Topic 4 Methodology 1st Module (SPSS-based Module)
Examples of Cross-Cultural Research. Basic Bivariate Methods. Basic Multivariate Methods. Introduction to SPSS 15.0 Package. Methodology of Cross-Cultural Studies: Opportunities and Challenges. Research design. Secondary sources. Syndicated sources. Qualitative research: focus group interviews, in-depth interviews, projective. Survey design. Measurement and scaling. Questionnaire design. Sampling design. Data collection, analysis and reporting. Data preparation and analysis strategy. Data analysis. Hypothesis testing.
Topic 5 Planning Cross-Cultural Study (Group Work Module)
Selection of Research Topic: Ecological Products Consumer Preferences. Conceptual Background of the Study. Research Brief Preparation. Choice of Research methodology: Balance of Qualitative and Quantitative Studies. Adaptation of International Questionnaire: Translation Issues, Pre-Testing Procedures, Back Translation.
Topic 6 Methodology 2nd Module (SPSS-based Module)
Covariance and Correlation. Cross-Tabulations. Reliability and Validity of Data. Regression Analysis. Factor Analysis. Short introduction to Structural Equation Modeling.
Topic 7 Empirical Data Gathering Module (1-2 weeks). Feedback on data gathering. Consultations round.
Topic 8 Methodology 3rd Module (SPSS-based Module)
Guest lecture – cross-cultural results of eco-study (2007). Analysis of Data Gathered. Testing statistical methods on data set. Preparation of group presentations. Final presentations. Round table with companies invited.
Outline of OverallCourse Structure*
* Depending on the pre-course knowledge and skills of the students, the volume of additional reading and case-studies proposed can be replaced by SPSS-training, as well as an additional data gathering session can be proposed (2 academic hours).
Session 1.Issues covered:
- Course introduction: Course mission and main aims;
- Teaching methods applied during the course;
- Course project presentation: learning outcomes planned;
- Working groups formation:
- Case studies discussion.
- Understanding of the course aims, methods used and expectation formation;
- Working groups’ formation and testing of group compliance.
Reading Assignment:
Case Bollywood: Selling Indian Movies to the West
Holden, N. Why Marketers need a new concept of culture for the global knowledge economy // International Marketing Review, 2004, Vol. 21, No. 6, pp. 563-572.
Powell, S. Geert Hofstede: challenges of cultural diversity // Human resource management international digest, 2006, Vol 14, No 3, pp. 12-15.
Tasks and exercises
- Final working group formation
Session 2.
Issues covered:
- Changing role of researcher in new global environment;
- Examples of cross-cultural research;
- Key concepts and models.
- Understanding of specifics of cross-cultural research – key spheres and examples;
- Verification of the main challenges in cross-cultural marketing research;
- Understanding key concepts in cross-cultural research.
Reading Assignment:
ImmNg, S., LeeJ.A., Soutar, G.N. AreHofstede’sandSchwartz’svalueframeworkscongruent? // InternationalMarketingReview, 2007, Vol. 24, 2, pp. 164-180.
Baskerville, R.F. Hofstede never studied culture // Accounting, Organizations and Society, 2003, 28, pp. 1-14.
Session 3.
Issues covered:
- Identifying potential research issues;
- Methodology of cross-cultural research: key aspects;
- Conceptual background of proposed research;
- Hypotheses formation – potential explanations of differences to be found;
- Final questionnaire discussion; planning of data gathering.
- Understanding key potential issues and challenges in cross-cultural research;
- Optimization of cross-cultural research planning process;
- Research project discussion: research issues analysis.
Reading Assignment:
Douglas, S.P., Craig, C.S. On Improving the Conceptual Foundations of International Marketing Research // Journal of International Marketing, 2006, Vol. 14, No 1, pp. 1-22.
Jameson, D.A. Strategies for overcoming barriers inherent in cross-cultural research // The Bulletin, 1994, September, p. 39-40.
Tasks and exercises
- Discussion on the questionnaire – preparation and back-translation.
Session 4.
Issues covered:
- Methodology-I session: examples of research,
- Introduction of SPSS package;
- Measurement and data,
- Choosing a statistical test;
- Questionnaire discussion – evaluation of questionnaire.
- Understanding first bivariate methods, hypotheses testing;
- Preparation for data gathering;
Reading Assignment:
Textbook 1 – Chapters 1, 2
Textbook 2 - Chapters 1, 2
Van Herk, H., Poortinga, Y.H., and Verhallen, T.M.M. Equivalence of survey data: relevance for international marketing // European Journal of Marketing, 2005, 39, ¾, pp.351-364.
Project Assignment:
- Plan data collection
Session 5.
Issues covered:
- Data gathering module-I
- Data gathering, empirical experience of field work; individual consultations
Reading Assignment:
Textbook 2 - Chapter 1, 4
Session 6.
Issues covered:
- One-sample tests;
- Outline of an SPSS session;
- Examples of statistical analysis;
- Editing and manipulating files;
- Importing and exporting data;
- Describing data
- Practical SPSS-based skills;
Reading Assignment:
Textbook 1 – Chapters 2, 3
Textbook 2 - Chapters 1, 4, 5
Session 7.
Issues covered:
- Data gathering module-II
- Data gathering, empirical experience of field work; individual consultations
Reading Assignment:
Textbook 1 – Chapters 4
Textbook 2 - Chapter 7
Tasks
- Prepare for the mid-term test
Session 8.
Issues covered:
- Mid-term test:
- Check of data gathered
- Feedback on data gathered
- Comparing averages and frequencies
- ANOVA-I
Textbook 1 – Chapters 4,
Textbook 2 - Chapter 11
Session 9.
Issues covered:
- ANOVA-II
- Measuring statistical association;
- Cross-tabulation;
- Practical SPSS-skills
Reading Assignment:
Textbook 1 – Chapters 5
Textbook 2 - Chapters 12, 15
Session 10.
Issues covered:
- Regression
- Factor-analysis II
Assignment for Session 11:
Reading Assignment:
Textbook 1 – Chapters 7
Textbook 2 - Chapter 12
Session 11.
Issues covered:
- Factor analysis
Session 12.
Date 30.04.2008
Time 10:45 – 14:30
Classroom509 / Issues covered:
- Guest lecture: advanced results of the data analysis on the research project topic
- Advanced methodology: methodology overview
- Practical SPSS-skills
Project Assignment:
Prepare data analysis questions
Session 13.
Issues covered:
- Data analysis on the base of the data gathered: questions;
- Practical SPSS-skills
Project Assignment:
- Prepare final presentations
Session 14.
Issues covered:
- Final presentations
- Feedback on final presentations and evaluation
- Critical assessment of colleagues’ presentations;
- Understanding the feedback on own presentations.
Tutorials:
Maria M. Smirnova, TBAGeneral Course Requirements
(In this section, you should list important dates: deadlines for graded assignments, projects etc.)Mid-term exam: / TBA
Pre-examination tutorial: / TBA
Final exam (test/zachot) / TBA
Final exam results: / TBA
Deadlines for submitting assignments (exercises, projects, presentations etc) / TBA
Written final presentation reports -16.12.2008 (by email)
Assessment output
Grading requirements
mid-termexam - 10%
quality of data collection – 10%
written report on final project – 5%
group presentation – 15%
finalexam – 60%
Basic Reading
Textbook 1: Marketing Research with SPSS / Patrick De Pelsmacker, Patrick Van Kenhove, Wim Janssens, Katrien Wijnen, Financial Times Press, 2008, 456 pp.
Textbook 2: SPSS 15 Made Simple / Paul R. Kinnear, Colin D. Gray, Psychology Press, 620 pp.
Supplementary Reading
-Folder in the library
-Materials on the course web page
[1] If discussion sessions are planned, it is necessary to draw s schedule of these as well.