Navigating Cultural Nuances In Quantitative Consumer Research: Methodological Adaptations For Studying Millennials In Sabah, Malaysia
Downloads
This paper presents the methodological adaptations for conducting quantitative consumer research in culturally nuanced contexts, using a study of millennial purchase intention in Sabah, Malaysia, as a case study. The application of standard quantitative methods in non-Western, collectivist, and digitally diverse settings presents unique challenges (Jack- son and Wang, 2013; Muk et al., 2014; Zimu, 2023). This article details specific adap- tations in research philosophy, sampling, data collection, and bias mitigation to address these issues. The key contribution is a practical framework for maintaining methodolog- ical rigour while accounting for cultural and economic variations. The study specifically adapted established measurement scales to include geographical and demographic refer- ences to Sabah and millennials, utilized diverse recruitment channels to mitigate sampling bias, and implemented procedural and statistical safeguards to address potential common method bias in a collectivist setting.
Copyright (c) 2025 Carrey Oliver, Rozaini Binti Rosli Lincoln
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International.
Authors who publish with this journal agree to the following terms:
- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution-ShareAlike 4.0 International (CC-BY-SA). that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work.
