A Comparative Case Study of Global Marketing and Ethnocentrism ...

102). Although qualitative analysis sometimes is thought to lack the precision assumed
to be present in quantitative research, this is not necessarily the case because if it is
done correctly it demonstrates a much deeper understanding of the project (Berg 102-
103).
The data from the modified CETSCALE is numerical. It contains Likert scale
answers, and it provides a general sense of the subjects’ overall perception of U.S.
marketing ethnocentricity. These survey results were plotted using graphical
representation on a charted scale of ethnocentrism. The X-axis represents each of the
17 CETSCALE modified questions, and the Y-axis measures the amount of
ethnocentrism perceived via the average of combined subjects’ Likert scale answers.
A second set of graphical representations illustrates the average ethnocentrism score
for each of the eight individuals. In this way one can see the results of each individual
as well as the group as a whole. It provides a quantitative baseline for the study.
The qualitative answers provide a richness and in depth understanding by
allowing insights into the ethnocentrism survey results. They are presented according
to website and subdivided into each of the six marketing factors using a chart of tables
shown in appendix E. The analysis of this qualitative data is modeled after Bruce
Berg’s pattern of systematic filing systems and his “Major Topic/Theme” chart (Berg
104).
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