A Reflective Dialogue of Problems and Prospects in Cross National Research (Abstract)

Research output: Chapter in book/report/conference proceedingConference proceedingpeer-review


Cross national mall intercept research is conspicuously non-existent in the marketing literature. This paper thus reports the preparatory stages of the cross national methodology of a doctoral research thesis involving Singapore, Shanghai and Hong Kong. To facilitate a better flow of thoughts and ideas, this paper takes the form of a reflective dimension of the research journey.

Adopting Cavusgil and Das's (1997) model as a guiding compass, we will focus on the following key issues: (1) criterion problem, (2) survey methods and sampling design, (3) instrument design, and (4) data collection. Consequently, this paper aims to: 

Identify the methodological problems in cross-national research literature.
Reiterate on the preparatory procedures adopted in the thesis research in addressing the limitations.
Draw inferences, highlight prospects and suggest recommendations.

Most importantly, some useful experiences and salient issues not recorded in prior studies are highlighted to guide future academic and business researchers. 

Original languageEnglish
Title of host publicationProceedings of the 1999 Academy of Marketing Science (AMS) Annual Conference
EditorsCharles H. Noble
PublisherSpringer Cham
Number of pages1
ISBN (Electronic)9783319130781
ISBN (Print)9783319130774, 9783319366814
Publication statusPublished - 2 Feb 2015
Event1999 Academy of Marketing Science (AMS) Annual Conference
- Coral Gables, United States
Duration: 26 May 199929 May 1999

Publication series

NameDevelopments in Marketing Science: Proceedings of the Academy of Marketing Science
ISSN (Print)2363-6165
ISSN (Electronic)2363-6173


Conference1999 Academy of Marketing Science (AMS) Annual Conference
Country/TerritoryUnited States
CityCoral Gables

Scopus Subject Areas

  • Marketing
  • Strategy and Management


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