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2015/2016  KAN-CIBCV1501U  Intercultural data analysis: towards consumer-centric marketing

English Title
Intercultural data analysis: towards consumer-centric marketing

Course information

Language English
Course ECTS 7.5 ECTS
Type Elective
Level Full Degree Master
Duration One Semester
Start time of the course Autumn
Timetable Course schedule will be posted at calendar.cbs.dk
Max. participants 55
Study board
Study Board for Master of Arts (MA) in International Business Communication in English
Course coordinator
  • Fumiko Kano Glückstad - Department of International Business Communication (IBC)
Laura Winther Balling
Fumiko Kano Glückstad
Main academic disciplines
  • Intercultural studies
  • Marketing
  • Statistics and quantitative methods
Last updated on 17-02-2015
Learning objectives
To achieve the grade 12, students should meet the following learning objectives with no or only minor mistakes or errors:
  • Define and explain the concepts of convergence and divergence, and identify examples of them in contemporary globalized society.
  • Understand basic descriptive and selected inferential statistical methods and use these to analyze aspects of the existing multinational value survey database using SPSS software
  • Interpret the existing multinational value survey database from a multiplicity of dimensions
  • Formulate a research question relating to the contents introduced in the course
  • Design and implement their own survey for addressing their research questions
  • Compare theories introduced in the course and account for the selection of them applied to their own research question(s)
  • Compare methods introduced in the course and account for the selectoin of them employed to their own research question(s)
Course prerequisites
We will start from basic data analysis methods. Hence, statistical knowledge is NOT a prerequisite for this course.
Intercultural data analysis: towards consumer-centric marketing:
Exam ECTS 7,5
Examination form Home assignment - written product
Individual or group exam Group exam, max. 3 students in the group
Students must submit one page synopsis of research question around the 6th lesson.
Size of written product Max. 10 pages
Assignment type Written assignment
Duration Written product to be submitted on specified date and time.
Grading scale 7-step scale
Examiner(s) One internal examiner
Exam period Winter
Make-up exam/re-exam
Same examination form as the ordinary exam
Description of the exam procedure

The students have to formulate their own research questions relating to the course contents. The students are expected to select and apply theories introduced in the course, design and implement  a survey, and analyze data by selecting and combining methods learned through the course.


The students are welcome to use the materials from the group works made through the course.

Course content and structure

In contemporary globalized society, the mobility of people with different values, attitudes and life-styles makes it complicated both for public and private service providers to offer consumer-centric service and communication. If service is intended to enhance individuals’ satisfaction by increasing their sense of well-being, we need to understand them not only at a national or a global level, but also at a personal level.


From a theoretical viewpoint, the course introduces several key concepts, i.e. social identity theory, Schwartz value theory, and culture and values, which take into account modern global phenomena, i.e., convergence and divergence in consumer behaviors.


Based on these theories, the course focuses on intercultural data analysis of the World Value Survey and European Social Survey database using SPSS software, and on design of online questionnaires related to intercultural marketing. Through these activities, we will discuss how to approach consumer-centric communication from the perspective of the dynamics of cultures in modern globalized society.



Tentative course schedule (may be changed without notice):


Lesson1: Definition of cultures (values and cultures), introduction to SPSS, introduction to WVS/ESS, descriptive statistics with SPSS (FKG/LWB)


Lesson2: Schwartz value theory, cross-table analysis with SPSS (FKG)


Lesson3: Analysis of WVS/ESS data with SPSS (LWB)


Lesson4: Transnational- and national values of consumers, Analysis of WVS/ESS data from convergence and divergence perspective (FKG)


Lesson5: , Social Identity Theory (SIT), formulation of research question, introduction to SurveyXact (FKG)


Lesson6: Survey design (LWB)


Lesson7: Survey data analysis: methods1 (LWB)


Lesson8. Cosmopolitanism, importing SurveyXact data to SPSS (FKG)


Lesson9: Survey data analysis: methods2 (LWB/FKG)


Lesson10: Multicultural identities, Survey data analysis: application (FKG)


Lesson11: Workshop (FKG/LWB)


Lesson12: Workshop, course evaluation, Q&A (FKG/LWB)

Teaching methods
The course consists of lectures, discussions, hands-on sessions and group work.

Through hands-on sessions and group work, students apply theories introduced in the course to questionnaire design and intercultural data analysis.

The course is taught and coordinated by a teacher with more than 10 years’ experience in consumer behavior research and product concept design at the largest Japanese high-tech consumer enterprise, as well as in Japanese marketing coordination at a Danish high-tech enterprise. The course is co-taught by a teacher experienced in teaching and applying statistical methods to a range of subfields in communication studies and the humanities. We will focus on students’ acquiring practical skills in identifying and analyzing cultural insights that are essential for business practices.

The course plans to use real-world cases from a Japanese marketing company and from Japanese consumer industries, and encourage students to work with themes relevant to real-world problems in intercultural marketing suggested by these industries.
Expected literature

(tentative: to be revised without notice)


Extracts from Field, A. 2013. Discovering Statistics using SPSS. Sage Publications. 4th edition.


Bethlehem, J. 2009. Survey Methodology: A statistical perspective. Wiley. Chapter 3.


De Mooij, M. (2011) Chapter 1: Global consumers in a global village?  In: Consumer Behavior and Culture, Sage publications


De Mooij, M. (2011) Chapter 2: Values and Culture. In: Consumer Behavior and Culture, Sage publications


De Mooij, M. (2011) Chapter 4: The consumer: Attributes. In: Consumer Behavior and Culture, Sage publications


Schwartz, S. H. (2012) An overview of the Schwartz theory of basic values, Online Readings in Psychology and Culture, 2(1). http://dx.doi.org/10.9707/2307-0919.1116


Bearden, W.O., Netemeyer, R.G., Haws, K.L. (2011) )Handbook of Marketing Scales: Multi-Item Measures for Marketing and Consumer Behavior Research. Sage publications


Staub, D. et al. (2002) Toward a theory-based measurement of culture. In: Journal of Global Information Management, Vol. 10 No.1, pp.13-23


Turner, J. C. (1985). Social Categorization and the Self-Concept: A Social Cognitive Theory of Group Behavior. In: Advances in Group Processes: Theory and Research, Vol 2. Greenwich, CT:JAI, 77-122.


De Mooij, M. (2003) Convergence and divergence in consumer behavior: implications for global advertisement. In: International Journal of Advertising, Vol. 22 (2)


Rossant, J. (2000, November 20). A common identity for Europe? You better believe it. BusinessWeek 72.


Kitagawa F. (2009) Growing Beyond Galapagosization: A strategy for approaching emerging markets utilizing Japanese business expertise, Nomura Research Institute


Cleveland M, Laroche M. (2007) Acculturation to the global consumer culture: scale development and research paradigm. Journal of Business Research 60(3):249–59.


Cleveland, M. et al. (2011) Cosmopolitanism, individual-level values and cultural-level values: A cross-cultural study. In: Journal of Business Research 64, pp. 934-943


Oyserman, D. (2009) Identity-based motivation: Implications for action-readiness, procedural-readiness, and consumer behavior. In: Journal of Consumer Psychology 19, pp. 250-260


Schwartz, S. H. (2007). Value orientations: Measurement, antecedents and consequences across nations. In Jowell, R., Roberts, C., Fitzgerald, R. & Eva, G. (Eds.) Measuring attitudes cross-nationally – lessons from the European Social Survey, 163-203. London, UK:Sage


Smith, P. B. & Schwartz, S. H. (1997). Values. In: J.W. Berry, M.H. Segall & C. Kagitcibasi (Eds.), Handbook of cross-cultural psychology, 2nd ed., Vol. 3, 77-118. Boston, MA: Allyn & Bacon.


Aaker, J. L. et al. (2001) Consumption symbols as carriers of culture: a study of Japanese and Spanish brand personality constructs. In: Journal of Personality and Social Psychology, 81, pp. 492-508


Watkins, J and Gnoth J. (2011) The value orientation approach to understanding culture. In: Annals of Tourism Research, Vol. 38, No. 4, pp. 1274-1299.


Keng, K. A and Liu, S. (1997) Personal values and complaint behavior: the case of Singapore consumers. In: Journal of Retailing and Consumer Services. 4(2), pp. 89-97


Matsumoto, D. (1990) Cultural similarities and differences in display rules. In: Journal of Motivation and Emotion, Vol 14 (3), pp.195-214.


Tajfel, H & Turner J.C. (1979). An Integrative Theory of Intergroup Conflict. The SocialPsychology of Intergroup Relations, Austin W.G. & Warchel S. Montere:Brook-Cole, 33-47.


Turner, J. C. (1982). Towards a cognitive redefinition of the social group. In H. Tajfel (Ed.), Social Identity and Intergroup Relations: 15-40. Cambridge, UK: Cambridge University Press.




Last updated on 17-02-2015