Households in international marketing research

Abstract

Purpose – The purpose of this paper is to respond to the call of alternative methodologies for studying household dynamics and aims to contribute to method development in international marketing research. Design/methodology/approach – Based on the Viennese Diary Study, a methodology was developed to study Vietnamese middle-class partners’ decision making. This allows for dyadic analyses and keeping track of the decision and mutual influence history in an emerging market. Findings – The methodology proved suitable to be used in a transitional economy, which is characterized by specific cultural aspects, such as the embeddedness of decisions in close relationships and traditional role specialization. Research limitations/implications – While the diary method is time and resource-costly with rather small sample size, it allows for detailed insight into everyday decision making. Further research might want to extend participation in the method to the extended family, which is of high importance in collectivistic cultures. Originality/value – Since partners in a household independently reported their perceptions and behaviours during decision processes each day, the methodology allows for dyadic analyses and keeping track of everyday decision making. In addition, the role in decision making of each spouse can be analysed.