Cultural Market Segmentation in a Bilingual and Bicultural Setting Available to Purchase

Wonders how, in cross‐cultural research, not only is the researcher concerned with the typical problems of intra‐cultural research, but there is also the additional burden of defining the samples in cultural terms. Acknowledges that many new segments have been added to the ever‐growing repertoire of research techniques. Examines, for this research, a bilingual/bicultural setting, e.g. Canada; with its French‐ and English‐speaking differing population. Posits that there is a definite need for a stronger definition of what exactly constitutes a French‐speaking or English‐speaking Canadian. Concludes that the Canadian environment, with its rich mixture of bilingualism and biculturalism is ideally suited to find better ways to profile cultural markets multidimensionally. Sums up that, for sampling validation purposes, cultural groups be defined in socio‐linguistic or in group identity terms.