What is the difference between emic and etic analysis? Explain with examples as to how these analyses can be used in marketing research

What will be an ideal response?

Emic analysis is similar to ethnography in that it attempts to study a culture from within, using its own system of meanings and values. Etic analysis is "from the outside"; in other words, it is a more detached perspective that is often used in comparative or multi-country studies. In a particular research study, an etic scale would entail using the same set of items across all countries. This approach enhances comparability, but some precision is lost. By contrast, an emic study would be tailored to fit a particular country; inferences about cross-cultural similarities based on emic research have to be made subjectively. A good compromise is to use a survey instrument that incorporates elements of both types of analysis. It is likely that the marketing director will end up with a number of marketing programs tailored to clusters of countries that exhibit within-group similarities.