Cultural psyche and cross-cultural research methods

Abstract

Among the complexity of issues a researcher faces in a cross-cultural setting are the differing views of cultural psyche. This paper focuses on this issue because it may be central to understanding why some research is not as valuable as other research. The paper points to the very basis of the data gathering process, that is, what data is helpful to gather, what data is possible to gather, and what data has the potential for unpacking priceless gems, which can change a process, an outlook, or even an industry.

Citation

Berwick, P. (2009), "Cultural psyche and cross-cultural research methods", Woodside, A.G., Megehee, C.M. and Ogle, A. (Ed.) Perspectives on Cross-Cultural, Ethnographic, Brand Image, Storytelling, Unconscious Needs, and Hospitality Guest Research (Advances in Culture, Tourism and Hospitality Research, Vol. 3), Emerald Group Publishing Limited, Leeds, pp. 1-19. https://doi.org/10.1108/S1871-3173(2009)0000003005