Article Per Year (5 Year)
p-Index From 2021 - 2026
0.23
P-Index
This Author published in this journals
All Journal Journal of Social Research
Oliver, Carrey
Unknown Affiliation
Humanities Computer Science & IT Economics, Econometrics & Finance Education Social Sciences

Published : 1 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search

 1 
Navigating Cultural Nuances In Quantitative Consumer Research: Methodological Adaptations For Studying Millennials In Sabah, Malaysia Oliver, Carrey; Rosli Lincoln , Rozaini Binti
Journal of Social Research Vol. 4 No. 10 (2025): Journal of Social Research
Publisher : International Journal Labs

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55324/josr.v4i9.2781

Abstract

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.
Co-Authors Rosli Lincoln , Rozaini Binti