The cross-cultural effect of questionnaire formulation on the results of marketing research

Abstract

The master thesis is dedicated to the problems of cross-cultural marketing research and to the effects of questionnaire formulation process on the results of cross-cultural marketing research. This question is being actively researched by researchers from the fields of sociology, psychology and marketing sciences from different countries starting from 1940s. Nevertheless the majority if studies are quantitative studies that research ways of minimizing the statistical errors associated with marketing research. The model of the optimized questionnaire formulation process that is proposed in this work is based on the results of theoretical studies of different aspects of the process and also on the analyzed expert opinion of marketing research specialists from 24 different countries. The proposed recommendations can be effectively implemented by both marketing scientists and in real-life cross-cultural marketing research.