Consumer research

Question 1

Etic approach

Answer 1

Etic approach
• uses external criteria to describe and compare behaviour of different cultures
• generally look for universal or culture-free theories and concepts
• researchers search for variables and constructs common to all cultures that can
be directly compared

Question 2

Emic approach

Answer 2

Emic approach
• tries to describe behaviour of one particular culture and focuses upon understanding issues from the viewpoint of the subject being studied
• no intention to directly compare two or more differing cultures, but promote a complete understanding of the culture of study, providing “culture-rich” information

Question 3

Three types of equivalence

Answer 3

Sample equivalence
Linguistic and conceptual equivalence
Metric equivalence