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Market research is the use of surveys, product testing and focus groups to assess the viability of a new product or service. The research field of cross-cultural management suffers from an absence of theory capable of explaining the role of culture in organizational behavior methodological issues that are at least partly responsible for the above shortcoming are explored in this paper. “in order to drive relevance through a cross-cultural ethnic marketing research 3 a guide to the shopper cultural dimensions ethnic marketing research.