(1) Discuss differences between Emic and Etic approaches with examples: The Emic approach focuses on the

intrinsic cultural dimensions that are meaningful to members of society. The Emic constructs are accounts, descriptions, and analyses expressed in terms of the conceptual schemes and categories that are regarded as meaningful and appropriate by the members of the culture under study. An emic construct is correctly termed emic if and only if it is in accord with the perceptions and understandings deemed appropriate by the insiders culture. If researcher is using an emic approach in his/her study than he looks for the specific and different things in the actors culture which are shaping his/her behavior and personality. For example, most of the women in Morelos Mexico cook all the food for the children from scratch, while in the United States, many mothers purchase pre-cooked meals or use pre-packaged food for their children. Now this study in detail of cooking food for children in Mexico by scratch will be Emic study.

The Etic approach focuses on the extrinsic concepts and categories that are helpful and meaningful for the scientific observers. The researchers using this approach studies one factor across different cultures. This can give researchers an idea of how an idea can be valued differently across various cultures. For example if we have to study the values in regard to teachers respect than we are measuring same concept across different culture but it may differ in values of those cultures. In Europe, students call their teachers by name. Not by saying Sir or any other respectable world. But in Pakistan this does not happens, we call our teachers not by name but using the words Sir or Mam.

(2)What are different issues and complexities in conducting Cross cultural research: Emic and Etic Appraoch In cross cultural research , the 1st issue which we can face is among the approaches which we can use in our research. These two approaches are Emic and Etic approach. We have to get this idea that what type of study is on which our research is going to be based whether we have to measure a single factor across different cultures and have to compare a single idea among various cultures of the world. If we have to do this than we will select the Etic approach. But if we want to study a single culture and its deep dimensions than we have to rely on the Emic approach. Hence the critical issue is the relevance to the problem being studied. For example, if a manager wants to know whether a domestic advertising approach could be standardized in different countries, then an Etic orientation would be appropriate otherwise Emic. Measurement: Achieving Equivalence Another issue or problem which can make our research complex is the relevance of the term and idea that you are measuring across cultures. Mean that we should take in to account the factor of comparability of test methods. For this we should consider that factors which we are going to measure have same meanings and are understood in same pattern in various cultures which we are comparing e.g. In Russia until recently products were not advertised, so measuring of the factor the corporate image in Russia is an inappropriate thing which can make our research complex just, and not giving any

output in the form of final analysis. 2nd thing which can make our comparability better is degree of scales and research tools used for research. The tool to measure a factor should be completely in relevance with the factor under study so that we have generalized and accurate results. Also there should be cultural relevance between the two groups or societies to conduct cross cultural research. Constructs The difference in state systems can also be issue and have complexities. The individualistic cultures differ from the collective one. In individual cultures people prefer their own self interests while in collective ones, the people want to be in groups and the state owns the assets to run the markets of the country. So in both these systems, the way how people behave, what type of purchasing patterns they have and to what type of advertising appeals they are attracted?, All this differs and makes our research complex and makes us realize to consider consumers different behaviors. Understanding Mediating Process The above mentioned issue was related with the state system, the system which can shape the consumers mind and behavior which they might not to pretend, but there system may force them to act in a certain way. But the other issue is about cultural differences. The information processing mediating culture differences provide important insights. This is the way that how people actually want to behave towards a product or marketing strategy. Countries and societies have different cultural aspects. Cross cultural values and processes to access the information about the products can profoundly effect the ways products are which are used in the culture and also how they are used. (3)Discuss the importance of Individualism and collectivism in consumer research Cultural values play an important role in the perception and use of marketing and consumer research. Perhaps one of the most important applications of the individualism and collectivism constructs is that they provide an objective assessment of culture. By using individualism and collectivism as dimensions of cultures, researchers are able to understand the way culture relates to social psychological phenomenon in a systematic manner. Initial conceptualization was one dimensional view of human values, with individualism and collectivism at the opposite ends of a continuum. Nations and cultures were defined as residing at one or the other of those extremes or somewhere between the two. Evidence suggests that existing cultural classifications has fundamental implications for consumption related outcomes. If the societies going to be compared have different state systems then the terms and factors will be considered differently. This will make our research complex and we will be comparing the things which will be not related and which will not be making any sense. (4) Conclusion of the Article Although the Globalization is quickly shrinking the world and also making the concentrating the world into single homogenous market but yet marketers and researchers should keep the significant differences among cultures in minds .This article emphasizes that the old methods to do research on the consumers behavior should be changed and researchers should take care of some of the facts and facets regarding cultural differences among societies and their living styles. The article informs us some of the factors to consider while undertaking cross cultural research which are:

What study researcher is going to undertake Emic or Etic? The factors or terms going to be measured among cultures are understood in same way in both societies? Degree of Individualism or collectivism in States which are compared? The relevance of tools used for measuring the variables or factors with those variables and factors? So research should be undertaken wile considering all type of cultural distinctiveness between cultures. It will not make our research complex and also the results we achieve will be accurate and generalized.