Research Paper Critique and Summaries Essay Example | Topics and Well Written Essays - 1000 words

Research Paper Critique and Summaries - Essay Example The research study proceeds from the assumption that "countries with a higher score on the collectivism index are more likely to favour the personal selling promotion tool than will countries with a lower score" (248). While this assumption is solidly grounded in the study's literature review, the authors subject it to further empirical examination. Utilizing an experimental design, Fam and Merrilees (1998) distributed a survey questionnaire amongst retail managers in both Australia and Hong Kong. Receiving a 40.2% in Australia and a 16% response in Hong Kong, Fam and Merrillees' (1998) seven-point Likert-scale questionnaire focused on the correlation between collectivist and non-collectivist cultures' marketing approach preferences. The data results validated the assumption, indicating that collectivist cultures betrayed a market preference for personal promotion selling tools. The research exploited both dependant and independent variables. Within the context of this research the independent variable was culture. ... Validity and Reliability Irrespective of the importance of the issue which a research sets out to investigate, the study would be worthless were its unreliable and its validity suspect. A study is valid if it actually investigates and studies the phenomenon which it identified and defined at the outset and reliable if it is replicable. With regards to this study, it does investigate that which it defined and while no mention is made of its being replicated by other researchers, Fam and Merrilees (1998) attempted to establish validity through the re-examination of their data and the replication of the results using a different method. Added to that, the researchers establish a chain of evidence throughout the study, verify the information collected and, accordingly establish construct validity. The study emerged as reliable and valid from that perspective. Evaluation When evaluated in terms of the criterion of utility, this article emerges as highly valuable because, in an era of globalisation and the internationalisation of business, this article provides marketers with the information they need to effectively address cultures. They identify the marketing tools and techniques which specific cultures are most responsive and susceptible to. In terns of the criteria of replication, the article is only partially satisfactory. In brief, even though the researchers make an effort to replicate their study for the purposes of validating their results, they do so to a very limited degree. They re-analyse the data using an alternate method and this does not fully satisfy the criterion of replication. Lastly, with regards to the criterion of