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Multicultural issues in qualitative research
Author(s) -
Nevid Jeffrey S.,
Sta. Maria Nelly L.
Publication year - 1999
Publication title -
psychology and marketing
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.035
H-Index - 116
eISSN - 1520-6793
pISSN - 0742-6046
DOI - 10.1002/(sici)1520-6793(199907)16:4<305::aid-mar3>3.0.co;2-r
Subject(s) - multiculturalism , ethnic group , qualitative research , psychology , value (mathematics) , focus group , social psychology , public relations , cultural diversity , qualitative marketing research , marketing research , sociology , marketing , social science , pedagogy , quantitative marketing research , political science , anthropology , business , machine learning , computer science , business marketing
Greater attention in the research community has been focused on expanding participation of ethnic minorities in behavioral, biomedical, and marketing research. This article focuses on multicultural issues in qualitative research, with particular attention to the focus‐group method, because it represents one of the most commonly used forms of qualitative research, especially in marketing research. The importance and appreciation of cultural differences and the recognition of common versus specific cultural characteristics is discussed. Culturally informed researchers should tailor their information‐gathering efforts to match the client's cultural expectations. Researchers also need to be aware of possible value conflicts and ethnic differences with respect to specific norms, attitudes, and cultural expectations. © 1999 John Wiley & Sons, Inc.