Debra Witherspoon
MBA 5130- Marketing Management
Dr. Linn Sheik
December 3, 2025
MODULE 7- Mini-Case 14: Happy Global Customers? Cultural Differences on Surveys
1. How would you interpret the data? In my point of view, when I view the face value, the
hotelier’s interpretation seems reasonable: Japan appears highly satisfied, Brazil is moderately
satisfied but concerned about value, and England looks indifferent. However, this interpretation
is incomplete because the results reflect not only actual satisfaction but also cultural response
tendencies.
Japan
• In my opinion, how Japanese respondents rated the hotel the highest—but this does not
necessarily mean they are the most satisfied.
• Japan is known as most acquiescence or courteousness bias, meaning respondents tend to
avoid negative ratings to maintain social harmony or to appear polite.
Interpretation:
• High ratings likely reflect politeness, not necessarily high satisfaction.
• True satisfaction may be lower than the numbers suggest.
Brazil
What makes Brazilian customers showed higher variability, with strong positive and negative
responses. Is Brazil considered an enthusiastic culture, where people express their feelings
openly at both extremes.
Interpretation:
• Positive ratings are likely genuine when given.
MBA 5130- Marketing Management
Dr. Linn Sheik
December 3, 2025
MODULE 7- Mini-Case 14: Happy Global Customers? Cultural Differences on Surveys
1. How would you interpret the data? In my point of view, when I view the face value, the
hotelier’s interpretation seems reasonable: Japan appears highly satisfied, Brazil is moderately
satisfied but concerned about value, and England looks indifferent. However, this interpretation
is incomplete because the results reflect not only actual satisfaction but also cultural response
tendencies.
Japan
• In my opinion, how Japanese respondents rated the hotel the highest—but this does not
necessarily mean they are the most satisfied.
• Japan is known as most acquiescence or courteousness bias, meaning respondents tend to
avoid negative ratings to maintain social harmony or to appear polite.
Interpretation:
• High ratings likely reflect politeness, not necessarily high satisfaction.
• True satisfaction may be lower than the numbers suggest.
Brazil
What makes Brazilian customers showed higher variability, with strong positive and negative
responses. Is Brazil considered an enthusiastic culture, where people express their feelings
openly at both extremes.
Interpretation:
• Positive ratings are likely genuine when given.
