Abstract
There is a large and growing body of literature on methodology for ensuring that researchconducted in one cultural context can be replicated in a dissimilar context. Most of this workfocuses on situations of maximal cultural difference. This study investigates issues pertainingto the replication of research in a very similar cultural context, using the individual differencedimension of Need for Humour as its focus. Results show that even minimal culturaldifference can introduce unwelcome complexities if equivalence is not explicitly assured.
Original language | English |
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Title of host publication | Marketing |
Subtitle of host publication | Shifting the focus from mainstream to offbeat |
Place of Publication | Australia |
Publisher | ANZMAC |
Pages | 1-8 |
Number of pages | 8 |
ISBN (Electronic) | 1863081445 |
Publication status | Published - 2008 |
Event | Australian and New Zealand Marketing Academy Conference - Olympic Park, Sydney, Australia Duration: 01 Dec 2008 → 03 Dec 2008 http://pandora.nla.gov.au/pan/25410/20101006-0008/www.anzmac2008.org/_Proceedings/Index.html (conference info) |
Conference
Conference | Australian and New Zealand Marketing Academy Conference |
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Country/Territory | Australia |
City | Sydney |
Period | 01/12/08 → 03/12/08 |
Internet address |