ABSTRACT
A researcher can use dimensions to adjust research methodologies based on how people in a cultural group will react. When designing research methodology the culture of the research subjects will affect the type of method chosen. Some tasks may require independent action and types of communication with which members of cultural groups may be uncomfortable. However, visitors from within the same country or even community may have different cultural backgrounds. Misunderstandings can result because while the minority cultural group will certainly be aware of the culture of the majority group, the opposite may not be true. A consideration of ethical issues before research begins can avoid unintentional problems. Social media presents additional ethical challenges as while comments posted are meant for the public, the posters have not agreed to be part of a research study. In tourism marketing research, it will lead to making assumptions about people's motivation for travel that are inaccurate.
