Sampling Errors

One of the problems with cross-cultural market research is sampling. The sampling method and criteria for selection depends largely on the type of research that is being conducted (Campbell and Stanley, 1966; Berry, 1980). Two main strategies are recognized as satisfying the requirements that are intrinsic to the complex procedure of comparing market characteristics in two or more nations or cultures.

The first uses samples that are broad and representative of the culture involved (Smelser, 1976). In this case different social levels of the culture are represented and different characteristics of people are included, such as age, sex, education, occupation, etc. According to this "broad sample strategy" (Roberts, 1977), as many variables as possible are to be taken into account, because otherwise cultural influences cannot be singled out from other determinants. This type of comparison is often used in public opinion polls which, on the basis of representative samples of natural populations, try to randomize out the subcultural differences.

In international market research, one can also choose a second matching strategy. This is based on the use of narrow samples, in which information is drawn from similar subcultures in different countries. Samples are matched which are intended to be functionally equivalent (Hofstede, 1980). In other words they resemble one another sufficiently well for purposes of analysis-with respect to certain definitional criteria. The logic behind this "method of controlled comparison" is that selecting cases that resemble one another in significant respects can control for potential sources of variation (Walton, 1973).

To maximize the functional equivalence, one needs to include only a few specific types of functions in the narrow sample, e.g., professional staff or housewives. This type of matching allows one to observe the effect of the type of function on the differences found in the various other dimensions between the participating cultures (Smelser, 1976). It is, however, very important that in the sampling procedures attention is given to the fact that the specific functions and positions of the group involved is analyzed in the context of the larger society in which they operate. Too many easy assumptions have been made about the comparability of functionally equivalent samples; for example, the role and status of working women is quite different in different cultures. This might have a significant influence on the conclusions drawn from the results of inquiry. Note that in some cultures, the matching sample may not even exist. How could we compare the reasons for buying certain things expressed by senior female managers in the west with the reasons given by senior female managers in the United Arab Emirates? The equivalent role just is not there.

Date: 2015-01-12; view: 800