Multicultural issues in qualitative research

✍ Scribed by Jeffrey S. Nevid; Nelly L. Sta. Maria

• Publisher: John Wiley and Sons
• Year: 1999
• Tongue: English
• Weight: 96 KB
• Volume: 16
• Category: Article
• ISSN: 0742-6046
• DOI: 10.1002/(sici)1520-6793(199907)16:4<305::aid-mar3>3.0.co;2-r

✦ Synopsis

Greater attention in the research community has been focused on expanding participation of ethnic minorities in behavioral, biomedical, and marketing research. This article focuses on multicultural issues in qualitative research, with particular attention to the focus-group method, because it represents one of the most commonly used forms of qualitative research, especially in marketing research. The importance and appreciation of cultural differences and the recognition of common versus specific cultural characteristics is discussed. Culturally informed researchers should tailor their information-gathering efforts to match the client's cultural expectations. Researchers also need to be aware of possible value conflicts and ethnic differences with respect to specific norms, attitudes, and cultural expectations.