Contextual research is used when a researcher attempts to study cross-national groups and how consumers behave in a selected context.

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Contextual research is often used to understand how consumers behave in specific contexts or situations, which may vary across different cultures or nationalities. By studying consumer behavior in different contexts, researchers can gain insights into the social, cultural, and environmental factors that influence consumer decisions in different regions.

Contextual Research Is Used When a Researcher Attempts to Study