Published: May 2007
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This publication presents a discussion of issues involved in the planning, design, and execution of international consumer product tests across cultures and countries (cross-cultural consumer research tests), and the data analysis and interpretation of the results. This document addresses the unique situations involved in the design and execution of tests conducted with different cultures or in foreign countries. Special consideration is given to language issues, questionnaire design, and test execution based on key cultural differences among countries.
This publication consists of two sections: the main document (General Principles) and individual documents covering specific countries or cultures. The former addresses the general test conditions and issues involved in international consumer product testing across cultures and countries. While some specifics and examples are provided throughout the General Principles document, explicit examples and country information are provided in the country specific documents. For discussion purposes the country specific documents will be referred to as appendices. These appendices focus on country-specific testing information, caveats, and scenarios.
This document does not recommend a specific test method or procedure. Rather, it is a discussion of relevant topics applicable to consumer research conducted with different cultures and in different countries.
Muñoz, Alejandra M.
King, Silvia C.