Running Head: PROPOSAL

Research Proposal

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 Research Proposal

1. Potential Title

How do marketing methods differ across the cultures?

2. The aim of research and related objectives

In the current research, we are aiming towards understanding the fact that marketing

methods can differ across different cultures of the targeted population. This research aim is

supported by the following research objectives:

Objective#1: Identifying the cultural factors that affect the marketing methods of

multinational organisation.

Objective#2: Analysing the level of impact of identified cultural factors on the marketing

methods of multinational organisations.

3. The rationale for choosing the topic

Understanding of promoted culture of the target market has now become the base for

global marketers for performing their marketing activities. The culture of the target population

provides an ample amount of information to the marketers for developing the strategies for

marketing there product. This is because the marketing methods include the planning for product

promotion practices that are to be developed on the basis of the culture of the target market (De

Mooij, 2018).
4. Background to the research

Multinational companies (MNCs) always tend to grow their business activities in the

global market; and for doing that, they are always looking out for new opportunities of doing

business in other countries. Therefore, for working to market their product in the new country,

the MNCs had to design and develop specific marketing methods that can help them in doing

effective marketing practices for their products. The development of effective marketing

methods requires the study of the culture of the new targeted country. This is because the values

of societies are based on the strong values of the culture. The culture of the person or the

individual of the country develops a purchasing perception of the general population in that

specific country (Smith, Fischer, and Yongjian, 2012. pp.102-113). Therefore there is a grave

need for understanding the impact of cultural practices on the marketing methods of different

MNCs who are working in the United States of America (USA) and in the United Kingdom

(UK).

5. Research questions and related methodology

The main research question has been asked in the topic of research, i.e. How do

marketing methods differ across the cultures? Moreover, there are some sub-questions that are

been developed to support the main question (Rosinski, 2010).

Sub-question#1: What are the cultural factors that can affect the marketing methods of

the MNCs in performing their marketing methods?

Sub-question#2: What are the marketing methods developed by MNCs for overcoming

the cultural differences in the new and culturally diverse market?

 The used methodology in the current research will the usage of critical realism research

philosophy because the research will critically analyse the fact that how the marketing methods

differ in different cultures (Dubois, and Gibbert, 2010. pp.129-136).

6. Relevant data collection methods.

In the current study, the relevant data collection will be the survey and interviews done in

the 25 MNCs that work in UK and USA. The technique for doing the interviews and surveys will

be based on a developed questionnaire that will be sent through email to the marketing

department of those MNCs. Further, the annual reports of the selected MNCs will also be used

for collecting the desired information.

7, Validity, Reliability and Ethics

The validity of the collected data will be acquired from the responses provided by the

marketing managers of the selected MNCs. Moreover, the research ethics will be completely

followed while distributing the developed questionnaire using the provided information. The

selected time frame for using the annual reports of the MNCs will be from 2012 till 2017. The

developed questionnaire will be used in the most ethical manner of research i.e. information

provided by the marketing managers will keep confidential.

8. References

De Mooij, M., 2018. Global marketing and advertising: Understanding cultural paradoxes.

SAGE Publications Limited.

Dubois, A. and Gibbert, M., 2010. From complexity to transparency: managing the interplay

between theory, method and empirical phenomena in IMM case studies. Industrial

Marketing Management, 39(1), pp.129-136.

Rosinski, P., 2010. Coaching Across Cultures: New Tools for Leveraging National, Corporate

and Professional Differences. Hachette UK.

Smith, A.N., Fischer, E. and Yongjian, C., 2012. How does brand-related user-generated content

differ across YouTube, Facebook, and Twitter? Journal of interactive marketing, 26(2),

pp.102-113.