Content area
Abstract
Drawing upon the literature, an attempt is made to determine to what extent culture influences the scope and nature of the information sought in the process of marketing decision making. Two approaches to reality are examined: the atomistic and the organic approaches. It is shown that the dominant model for market research in the Western world has derived from the atomistic model and that this model has encouraged and enduring positivism in market research. The extent to which this model has been adopted in other countries and cultures is examined. Ways in which the 2 contrasting models affect the use of market information are explored, and counter-examples are given, particularly concerning the US and Japan. In order to benefit from both the organic and atomistic approaches, it is necessary to seek the strengths of both.