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Write a 4 page essay on Research Paper Critique and Summaries.The research study proceeds from the assumption that "countries with a higher score on the collectivism index are more likely to favour th
Write a 4 page essay on Research Paper Critique and Summaries.
The research study proceeds from the assumption that "countries with a higher score on the collectivism index are more likely to favour the personal selling promotion tool than will countries with a lower score" (248). While this assumption is solidly grounded in the study's literature review, the authors subject it to further empirical examination. Utilizing an experimental design, Fam and Merrilees (1998) distributed a survey questionnaire amongst retail managers in both Australia and Hong Kong. Receiving a 40.2% in Australia and a 16% response in Hong Kong, Fam and Merrillees' (1998) seven-point Likert-scale questionnaire focused on the correlation between collectivist and non-collectivist cultures' marketing approach preferences. The data results validated the assumption, indicating that collectivist cultures betrayed a market preference for personal promotion selling tools.
The research exploited both dependant and independent variables. Within the context of this research the independent variable was culture.
